Watches & Wonders Geneva 2026: Everything You Need to Know

Each spring, Geneva becomes the global capital of time. In April 2026, the city once again hosts Watches & Wonders Geneva, the world’s most influential watchmaking event, bringing together the industry’s leading brands, master watchmakers, and an increasingly curious public.

Taking place from 14–20 April 2026, Watches & Wonders has firmly established itself as the premier stage for luxury and high-end watchmaking—both as a commercial showcase and as a cultural event that now extends far beyond the walls of its exhibition halls.

From trade fair to global flagship

Originally known as the Salon International de la Haute Horlogerie (SIHH), the event has evolved rapidly over the past decade. Since its rebranding and post-pandemic relaunch, Watches & Wonders has effectively replaced Baselworld as the industry’s central meeting point.
→ Event history: https://www.watchesandwonders.com/en/the-foundation/

Today, the salon attracts around 60 major watch brands and tens of thousands of visitors each year, positioning Geneva as the undisputed epicentre of fine watchmaking each April.

A carefully balanced ecosystem

One of the event’s defining features is its blend of global industry leaders and independent watchmakers. Alongside the major maisons, the Carré des Horlogers continues to spotlight smaller, highly creative ateliers whose work pushes technical and aesthetic boundaries.
→ Exhibiting brands (updated annually)

This balance reflects a wider industry shift: innovation is increasingly driven by craftsmanship, finishing, and mechanical originality rather than scale alone.

Palexpo—and beyond

The main exhibition once again takes place at Palexpo, Geneva’s convention centre located next to the international airport.
→ Venue details: https://www.palexpo.ch

What sets Watches & Wonders apart today, however, is its expansion into the city itself. The “In the City” programme brings exhibitions, workshops, talks, and artistic events into downtown Geneva—many of them free and open to the public.
→ In the City programme: https://www.watchesandwonders.com/en/in-the-city/

This initiative reinforces Geneva’s role not only as a luxury marketplace, but as a living centre of watchmaking culture dating back to the 16th century.

The mood in 2026: craft, caution, and confidence

The tone of Watches & Wonders 2026 reflects an industry navigating a more complex global landscape. Slower growth in some markets, geopolitical tensions, and shifting consumer expectations have tempered earlier post-pandemic exuberance.

In response, brands are emphasising enduring values:

• Craftsmanship and métiers d’art
• Product longevity and repairability
• Sustainability backed by measurable action
• Training and skills transmission

These themes are explored through conferences and talks held throughout the week.
→ Conferences & talks: https://www.watchesandwonders.com/en/programme/

Launches that set the tone

Despite a more measured atmosphere, Watches & Wonders remains the industry’s most important stage for new releases. Hundreds of watches are unveiled during the week, from evolutions of iconic models to technically ambitious limited editions.

Coverage from leading watch media underscores the salon’s role in shaping trends.
→ Time+Tide Watches: https://timeandtidewatches.com
→ Hodinkee: https://www.hodinkee.com
→ Revolution Watch: https://revolutionwatch.com

Opening the doors to the public

Public days run from Saturday 18 to Monday 20 April 2026, allowing enthusiasts and newcomers alike to access the exhibition, attend presentations, and participate in workshops.

Tickets are sold online only and include free public transport within Geneva.
→ Ticketing & practical info: https://www.watchesandwonders.com/en/practical-information/

A limited VIP Pass offers premium services such as priority access, lounges, guided tours, and parking.

Youth, education, and transmission

A standout feature of Watches & Wonders is its commitment to youth and vocational training. Apprentices, trainees, and young professionals are given visibility through demonstrations and workshops held both at Palexpo and in the city.

Educational initiatives form part of the Watchmaking Village and partner venues.
→ Education & youth programmes:

A city transformed by time

Beyond Palexpo, Geneva itself becomes part of the experience. Museums, boutiques, and cultural institutions host parallel exhibitions, while the city’s compact size and efficient transport system make moving between venues effortless.
→ Geneva Tourism – In the City guide: https://www.geneve.com/en/see-do/in-the-city

Sidebar: Why Watches & Wonders Matters Now

In a volatile world, watches have become a statement of permanence.

Watches & Wonders Geneva 2026 takes place at a moment when luxury consumers are rethinking value—prioritising durability, repairability, and meaning over rapid consumption.

For the industry, the salon has become a forum to test relevance: how to remain innovative without abandoning tradition, global without losing craft, and desirable without excess.

For Geneva, it reinforces the city’s role as the world’s watchmaking capital—historically, culturally, and economically.
→ City of Geneva support: https://www.geneve.com

And for visitors, Watches & Wonders offers something increasingly rare: the opportunity to slow down, engage with craftsmanship, and reflect on time itself.Geneva hosts Watches & Wonders 2026 this April, uniting 60 top watch brands to showcase the year's most anticipated timepieces. Our guide covers essential dates, tickets, and tips for navigating the city's largest-ever watch salon.

Easy to get to, the main salon is being held as usual at the Palexpo Exhibition Centre literally three minutes’ walk from the airport. However, there are special free events to the public overlooking the Rhone River in Downtown Geneva itself.

In this manner, Watches and Wonders Geneva 2026 will not only showcase what this city has to offer in the way of precision watchmaking and sales but will also make the industry and its history more accessible to the general public, particularly young people. There is clearly a deliberate attempt to make Geneva’s role as the world’s watchmaking centre better known.

Watches & Wonders Geneva 2026 salon at Palexpo Exhibition Centre

Watches & Wonders

From the exceptional to never-before presented timepieces, the Salon will serve as a unique gathering venue for participants ranging from renowned watch experts to industry ambassadors. New features and programmes include a special focus on youth and emerging talent, such as young watchmakers, apprentices and recent graduates, thus showcasing the next generation of craftsmanship.

The salon’s organizing body, the Watches and Wonders Geneva Foundation (WWGF), created as a Geneva non-profit in September 2022 at the initiative of Rolex, Richemont and Patek Philippe, has as its chair, Cartier CEO Cyrille Vigneron.

A ground-breaking event: flagship models and innovation

Overall, Watches and Wonders is now broadly considered the world’s premier watch fair and a flagship event on the industry’s calendar. According to Brinker’s Buzz, it has “effectively supplanted the once-dominant Baselworld as the world’s top watch fair.” For decades, Baselworld was regarded as the epicentre of watch launches. Its cancellation in 2019 coupled with the Covid pandemic and the withdrawal of major brands left a void that the Geneva event now appears to have filled.

Originally known as the Salon International de la Haute Horlogerie (SIHH) in Geneva, an exclusive invite-only event mainly for Richmond brands and partners, it was changed to Watches & Wonders in 2019 eventually hosting its first post-Covid in person event in 2022. This included leading players such as Rolex, Patek Philippe, Chopard and Tudor, who had all formerly exhibited in Basel, leading to the creation of the WWGF. The revamping of SIHH as Watches & Wonders quickly attracted the participation of other leading brands, such as Jaeger-LeCoultre and TAG Heuer, as well as key independents. The salon is now seen as a highly effective venue for showcasing new highlights and models as well as breakthrough innovations. Media, too, have shown far more interest.

Geneva - the world's luxury and precision watchmaking capital

A major impact on trends and markets

Watches & Wonders has moved beyond simply being a showcase for brands but is having a significant impact on industry trends and markets. It serves as a barometer for the state of luxury watchmaking, particularly given current economic situations and conflicts worldwide ranging from the Ukraine and Middle East to China, the United States and Europe itself.

The inclusion since 2022 of general public days to the event has also broadened its appeal by directly connecting brands with consumers, collectors and enthusiasts. Furthermore, the salon has a direct influence on setting trends in watch design and demand. Collectors, for example, closely monitor Watches & Wonders for signalling which models will be the most coveted or which innovations, such as materials and styles, will drive the industry.

An Immersive Experience

Notable as part of its far more engaged public access, the Salon is offering a tailored “immersive experience” for anyone, both young and old, wishing to learn more about the art of watchmaking. The Salon has taken the concept of watchmaking right into the heart of Geneva with an entirely free programme of product presentations, guided tours, brand booth animations, and new technologies at different venues along the Rhone River at the foot of the Old Town. Even for people with only limited interest in watchmaking, the event presents an incredible opportunity to get to know more about the industry, its history dating back to 16th century Calvinist Geneva, and its innovations.

Highlighting key players, challenges and youth

Specially organized conferences will highlight key players and challenges, while openly discussing the full extent of the world’s watchmaking industry at a time when global concerns, economies and conflicts are affecting the business in different ways.

Exceptional, too, is the Salon’s spotlight on youth. Not only will brands showcase their collections and new releases, but they will present their youngest talents. Throughout the Salon, young professionals and trainees will be highlighting their work and projects in locations such as partner boutiques and the exhibition’s own Watchmaking Village at Geneva’s historic Pont de la Machine with cultural and educational activities, many of them specifically aimed at young people.

As a means of exploring the concept of time, but also wrist watches and other types of timepieces, the salon will offer unusual and imaginative readings, video screenings, exhibitions and workshops by renowned authors, filmmakers and artists.

The City of Geneva, Switzerland - the world's leading watch centre.

Event Logistics & Insider Tips

Planning your visit can make a huge difference. Here are key logistics details and insider:

Venue & Schedule

Watches & Wonders Geneva 2026 is held at Palexpo, Geneva’s convention centre right next to the airport. (See Watches and Wonders Geneva 2026 - Palexpo SA). With multiple halls, the venue is huge.

Opening hours for public days

(See Practical Information - Watches and Wonders Geneva 2026).

Your ticket is valid for the whole day. You can arrive, leave and return at any point.

Crowds & Best Times

Anticipate large crowds, especially during the weekend. During the 2024 edition with 19,000 public tickets sold across three days (See The Ultimate Guide to Visiting Watches and Wonders) similar numbers (or more) are expected in 2026. Midday tends to be the peak period with the show floor expected to be busiest from 12:00 PM to 3:00 PM, and slightly calmer later in the afternoon (See The Ultimate Guide to Visiting Watches and Wonders)

To avoid the thickest crowds at popular booths, such as Rolex and Patek, which often have queues, a good strategy is to arrive early right after the doors open. Or come later (after 4:00 PM) when many have left (See The Ultimate Guide to Visiting Watches and Wonders) The final hours see fewer visitors, meaning you can walk up to displays more easily.

The downside of going late is that some brands might run out of giveaway merchandise or catalogs (See The Ultimate Guide to Visiting Watches and Wonders) but you’ll enjoy a more relaxed viewing. Friday (5 April) might be less crowded than on the weekend whereas Saturday will be the busiest. Plan for lines at the most popular booths.

Navigation & Layout

Once inside, grab a floor map or use the W&W mobile app’s map to get your bearings. The layout is generally organized by both brand size and category. The biggest brands (Rolex, Patek, Cartier, etc.) have the most prominent positions, often with multi-room stands. The smaller independents are grouped in areas like the Carré des Horlogers. There are information desks at the entrances to assist

Be prepared to walk a lot. The distance from one end of the exhibition to the other can be up to a 10-minute walk. There are plenty of seating areas and benches if you need a break. Also, climate control inside is good; the halls can feel cool in the morning and warmer when crowded in the afternoon, so dress in layers. There are free coat checks at the entrances.

Booking Activities

Your entry ticket not only lets you see the booths, but gives access to various on-site activities at no extra charge. These include things like brand product presentations, scheduled guided tours of the exhibition, watchmaking workshops, and panel discussions (See Practical Information - Watches and Wonders Geneva 2025). However, many require advance registration due to limited space.

Insider tip

All tour and presentation slots in 2024 and 2025 were fully booked by 9:30am on the Saturday and Sunday. So, it pays to reserve online in advance. If you miss out, you can still enjoy open-access attractions such as “Lab” innovation exhibit, interactive displays at some booths, and a photography exhibition, which don’t require registration

Geneva - Excellent public transport

Getting There

One convenient aspect of W&W Geneva is that transportation is easy. Palexpo is just a 5-10 minute train or taxi ride from downtown Geneva and mere minutes walk from the airport.

Public transport

If you’re staying in Geneva, you likely receive a free public transport pass from your hotel (Geneva hotels offer all guests a complimentary transit card). You can take the train from Geneva Cornavin station to the airport station (7-minute ride) and walk to Palexpo, or use Geneva’s TPG buses which run frequently to Palexpo (Bus 5, 10, etc.)

Event shuttles

The organizers provide free shuttle buses on public days for ticket holders. If you’re staying at a partner hotel, just hop on the designated shuttle from your hotel lobby; if not, you can go to the nearest partner hotel pickup point to use the service.

Driving

Palexpo has ample parking (Lot P48 is open 24/7 during the event) but note that usual parking fees apply (unless you have a VIP pass with free parking). There are free shuttle connections from the P48 parking lot to the Palexpo entrance as well. Given Geneva traffic and parking costs, public transport or shuttles are best.

Facilities & Food

There are free cloakrooms at each entrance to store coats and bags securely. Restrooms are readily available. If you need assistance, the info desks are very helpful with maps, schedules, and city info. Palexpo’s halls have multiple cafés and snack bars. In 2024 there were small cafe counters in almost every aisle serving coffee, drinks, and light meals, plus a couple of larger self-service restaurants. Expect Swiss prices (e.g. around 20 CHF for a basic lunch, 5 CHF for a bottle of water)

Insider Tip: Dress & Etiquette.

There’s no strict dress code for public days – you’ll see everything from casual attire to business suits. Most visitors dress smart casual out of respect for the luxury environment, but comfort is key. Watch enthusiasts often wear a cherished timepiece or even multiple watches The atmosphere is generally friendly and enthusiastic. Feel free to ask brand staff questions; they are used to both novices and seasoned collectors.

If you are seriously interested in a particular model, ask if a “touch and feel” session is available – some brands allow the public to try on certain watches, especially independents or those who explicitly offer it. Collect brand catalogs or goodies if available (many brands provide brochures or even freebies like tote bags or magazines – it’s part of the fun.

Official Ticketing & Resources

All official information and ticket sales for Watches & Wonders Geneva 2026 are handled through the event’s website. You should purchase your tickets directly online; they will be issued as e-tickets (an “e-badge”) linked to your account. The event does not sell tickets at the door, and given the high demand, it’s wise to book early once sales open.

A standard one-day public ticket is priced at CHF 70 (Swiss Francs) (Watches and Wonders Geneva 2026 - Palexpo SA). Concessions are available – students can get tickets for CHF 40, and seniors (age 65+) for CHF 60. Children under 12 are usually free with an adult. When buying online, you must select which day you wish to attend (Saturday, Sunday, or Monday). If you plan to go multiple days, you must buy separate tickets for each day (there isn’t a multi-day general admission pass).

Payment is by credit card, and after purchase you’ll receive an email to access your digital ticket. This e-ticket (or QR code) will be scanned at the entrance – you can show it on your smartphone via the Watches & Wonders app or a PDF, or print it out (The Ultimate Guide to Visiting Watches and Wonders -). Keep your ID on hand as the name may be checked.

For official information, the best resource is the Watches & Wonders Geneva 2025 website. It contains sections on the event schedule, the list of exhibiting brands, and details on the “In the City” programme (which features watch-related events around Geneva during the week). The site also publishes the full programme of talks, workshops, and activities. Keep an eye on the Press or News section of the site for any announcements.

Lodging

If you’re traveling to Geneva, the official site can help with planning your stay. There is a “Plan Your Stay” section offering guidance on hotels, tourism, and transport in Geneva. Watches & Wonders has partner hotels in Geneva where they’ve reserved blocks of rooms for attendees. Public ticket holders can access these partner hotel bookings with preferential rates and guaranteed availability Benefits of booking via the official channel include guaranteed booking flexibility (free cancellation up to seven days before) and include breakfast in many cases. Since Geneva gets very busy during the show, using partner hotels or booking well in advance is recommended. Hotels in the city centre (around the lake) will offer more dining and entertainment options nearby, whereas hotels near the airport/Palexpo offer quick access to the venue. Either way, Geneva is compact and well-connected.

Travel

For travel arrangements, Geneva’s international airport (GVA) is extremely convenient – it’s right next to Palexpo and only a seven-minute train ride from downtown. Many visitors choose to stay in central Geneva to enjoy the city’s restaurants (and perhaps boutique watch shopping in the evenings), commuting to Palexpo each day. You can also find cheaper hotels on the French side which is well-connected by bus to both Palexpo and Geneva.

The official tourism site’s “Getting around Geneva” section provides helpful info on trains, buses, taxis, and even the little yellow “mouette” ferries on the lake for sightseeing. It also notes practical tips like the need for a CHF 40 highway vignette if you rent a car and drive on Swiss motorways.

Additional resources

If you want to stay updated, consider following Watches & Wonders’ social media accounts (the event is active on Instagram, Facebook, X/Twitter, etc.). They often post highlights, announcements of new exhibitors, and live coverage during the show (The Event - Watches and Wonders Geneva 2025 The official hashtag #WatchesandWonders will let you peek into buzz and previews. Also, various watch media (Hodinkee, Time+Tide, Revolution, etc.) publish W&W preview guides and will do live blogs or video recaps each day of the fair. These can be useful to catch anything you might have missed or to help plan which booths to prioritize.

The City of Geneva is a full supporter of Watches & Wonders.Please check out theGeneva tourism site including its “In the City” guide for exhibitions, watchmaking workshops open to the public, or special events at local boutiques (for example, brands often have evening cocktail events or museum open-houses during W&W week.

Sources

• Official Watches & Wonders Geneva 2026 Event Page https://www.watchesandwonders.com/en/geneva-2026/event
• Luxehouze Watch Blog – “Watches & Wonders 2025: Everything Watch
• The Watch Collectors Club – “Ultimate Guide to Visiting W&W” (2024) (The Ultimate Guide to Visiting Watches and Wonders -) (The Ultimate Guide to Visiting Watches and Wonders -) (The Ultimate Guide to Visiting Watches and Wonders -)
• Global Geneva Magazine which focuses on global issues and international Geneva activities. www.global-geneva.com

Where Can You Find Good Food at Reasonable Prices?

It’s no secret that Geneva can be pricey, but you don’t have to blow your budget on every meal. From classic Swiss fondue to Lebanese street food or hopping across the border into France, you have options.

• Café du Soleil: Try the famous fondue moitié-moitié, about CHF 25–28 per person.
• Buvette des Bains des Pâquis: Enjoy scenic lake views with a no-frills fondue or a simple breakfast.
• Ferney-Voltaire in France: Just a short bus ride away for 20–30% cheaper dining. Check out spots like Shalimar (Pakistani cuisine) or Le Chanteclair (traditional French).

For more wallet-friendly dining tips, including addresses, price estimates, and insider favorites, head to Geneva’s Watches & Wonders Week: Good Food at Reasonable Prices.

What Are the Top Trends Shaping the Watch Industry in 2025?

While specific models grab headlines, there are broader themes to watch for:

1. Sustainability & Eco-Friendly Materials
   • Lab-grown diamonds, recycled steel (like Panerai’s EcoTitanium), and artisanal gold are increasingly common.
2. Vintage-Inspired Reissues
   • Look out for new pieces channeling the 1950s–1970s, often with smaller case sizes and retro design cues.
3. Anniversary Editions
   • Major birthdays for Rolex, Vacheron, Audemars Piguet, and more drive limited-edition releases.
4. Independent & Microbrand Rise
   • Carré des Horlogers is the place to see bold, artistic watches from small makers.
5. Dressy Meets Casual
   • Slim, classic “dress watches” are increasingly styled with jeans and T-shirts for everyday wear.

"I’m expecting brands to expand beyond their usual palettes."

— George Bamford, founder of Bamford Watch Department

Discover more about these shifts—and what they might mean for the future of Swiss watchmaking—in our comprehensive article, Navigating the Trends at Watches & Wonders Geneva 2025.

How Can You Make the Most of Geneva Outside Show Hours?

Once you’ve had your fill of watch booths and brand presentations, don’t forget to savor Geneva itself:

• Stroll the Old Town (Place Bourg-de-Four, St. Pierre Cathedral).
• Visit Watch Boutiques and the local watchmaking museum if you’re still hungry for more horology.
• Explore the Lakefront: Maybe even take a mouette (water taxi) across Lake Geneva.
• Check Out Nightlife: Trendy bars around the Eaux-Vives district or the Pâquis.
• Take a Day Trip: Mont Salève is a quick cable-car ride away, offering panoramic views of Geneva.

For a cultural itinerary timed perfectly with Watches & Wonders Week, see What to Do During Watches & Wonders Geneva 2025 Week.

Which Resources Will Help Plan Your Trip?

• Official Watches & Wonders Website: Ticketing, event schedule, and brand list.
• Geneva Tourism Site: Hotel recommendations, public transport details, and local attractions.
• Our detailed guides:
  • Everything You Need to Know – Dates, tickets, venue, main highlights.
  • Good Food at Reasonable Prices – Budget-friendly dining.
  • What to Do in Geneva – Cultural happenings and events.
  • Trends and Market Insights – In-depth watch industry trends, sustainability, and collectible releases.