Watches & Wonders remains the biggest watch showcase on the annual calendar, seeing dozens of global watchmakers descend on Geneva’s Palexpo to unveil their flagship watch launches of the year. They’ve recently announced that they are introducing 11 new brands to the event, taking the total number of participating brands to a mind boggling 66. Of those new participants the biggest name is Audemars Piguet, though the other 10 aren’t small fry either.
Audemars Piguet has been conspicuously absent from Watches & Wonders for many, many years. Probably in part due to the fact that it was previously organised by rival brand Rolex. However, since LVMH joined the WWGF Foundation Board in 2024, the show has steadily been expanding year on year and now AP are finally taking a spot in the convention centre. It makes a lot of sense because AP have typically announced their releases at the same time as W&W anyway so now they have a seat at the table and greater visibility.
The other brands joining the line up are: Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, L’Epée, March LA.B and Sinn Spezialuhren. All of which are fairly major brands in the independent watchmaking scene. Notably some brands like Behrens were previously attendees of Time to Watches, the rival watch show that takes place the same week.
H. Moser & Cie. will be located in the main hall for Watches & Wonders 2026
Adding 11 new brands to the exhibition inevitably means there will be some logistical shuffling. Most years you can rely on the brands being in roughly the same location within the exhibition but with this expansion, the number of stands and display rooms is being increased as well as where brands will be located. Most significantly H. Moser & Cie. and Frederique Constant have been upgraded from the small independent brand room, the Carré des Horlogers, to the main hall.
Why is this important for you? Well, while Watches & Wonders has historically been an event where brands can meet with press and retailers, in the past few years it has become increasingly public facing. For 2026 the number of public days has increased to three, April 18-20, making for a fun weekend in Geneva.
More details at Watches & Wonders.
