By Jovan K
Watches & Wonders Geneva 2026 is shaping up to be a full-blown horological carnival, far removed from the muted years after Baselworld’s collapse and the pandemic’s awkward digital pivot. From April 14 to 20, Geneva will again be the axis of the watch world, with Palexpo packed to capacity and the city itself stepping in to handle the overflow.
The biggest headline is Audemars Piguet returning to the fold. After years claiming they did not need group trade shows, they are back. Even AP could not match the buzz of Geneva with private events. The show’s move beyond Palexpo is logical, as sixty-six brands need more space. Satellite venues across Geneva may improve the experience if shuttle logistics are handled well.
Credor joining the lineup is exciting news. They have built remarkable watches in Japan for decades but never seriously pursued international markets. If they bring their best to Geneva, Swiss brands should take notice, as Credor’s finishing can rival anything from Switzerland.
Meanwhile, Montblanc and Bell & Ross bowing out isn’t shocking. Montblanc never figured out their watch identity beyond expensive complications that didn’t sell particularly well. Bell & Ross got squeezed in the aviation watch space by bigger players with better stories.
The real shift is seeing brands like Sinn get official booth space instead of being relegated to side events. It signals the old guard finally accepting that innovation doesn’t require a century of Swiss heritage. Geneva’s position as the industry’s nerve center keeps strengthening.
With three public days, fleets of shuttle buses and 66 exhibitors on the bill, Watches & Wonders 2026 promises to be a sprawling, noisy, deeply immersive affair. You can explore the full roster of brands on the official Watches & Wonders website here. In April 2026, expect fireworks.
