Since its debut in 2020 (and the abrupt cancellation that followed due to the pandemic), Watches & Wonders Geneva has undergone significant changes in just a few years. This year, it is looking forward to its biggest fair yet — not just in size, but also in the unity of even more important brands, including Audemars Piguet, which is joining the fair for the first time.

Before Watches & Wonders Geneva

Before Watches & Wonders Geneva, the two biggest Swiss watch fairs were Baselworld and the Salon International de la Haute Horlogerie (SIHH). The Swatch Group’s departure from Baselworld in 2018 triggered a chain reaction that ultimately led to the fair’s closure. A year later, SIHH was announced to be rebranded as Watches & Wonders, starting in 2020, and it has since become Switzerland’s premier large-scale watch fair.

The fair in 2025. (Image: Watches & Wonders)

Uniting the best of both worlds

Baselworld and SIHH each had their own character and roster of participating brands. Baselworld 2019, for example, hosted around 520 brands, making it a massive event, while SIHH was far more exclusive, with just over 30 exhibitors. Some brands were loyal to one fair: Rolex and Patek Philippe only exhibited at Baselworld, while Audemars Piguet was exclusive to SIHH.

Since its inception, Watches & Wonders Geneva has gradually absorbed the character of both Baselworld and SIHH. This evolution reportedly involved significant internal discussion and eventually management changes, including the establishment of the Watches & Wonders Geneva Foundation (WWGF) by Rolex, Richemont, and Patek Philippe, with Chanel, Hermès, and LVMH represented on the board. The foundation succeeded the original Fondation de la Haute Horlogerie (FHH), which had organized SIHH and the first two editions of Watches & Wonders. As a result, the fair welcomed public visitors in 2023 — something SIHH never did and something Baselworld fans had long missed.

The 2026 edition marks another step forward in uniting the best elements of Baselworld and SIHH. Audemars Piguet is joining Watches & Wonders after leaving all watch fairs in 2019 to announce its new releases independently. This is excellent news for visitors and enthusiasts, who can now see the latest launches from Patek Philippe, Rolex, Audemars Piguet (and many other brands!) all in one place. For Audemars Piguet, it is also an opportunity to stand alongside fellow comrades and celebrate new innovations together.

The Lab in 2025. (Image: Watches & Wonders)

Biggest Watches & Wonders yet

In total, the fair welcomes 11 new brands this year, bringing the total to 66 exhibitors — the largest Watches & Wonders yet. Notable newcomers include L’Epée 1839, a clockmaker known for collaborations with independent watchmakers like MB&F, as well as international additions such as Credor from Japan, Behrens from China, and Sinn from Germany.

The fair will run from 14 to 20 April 2026, with public access from 18 to 20 April. The main area will host the major brands, while the Carré des Horlogers will showcase independent watchmakers. A “Lab” space will also allow startups, companies, and laboratories to submit high-value initiatives for review, with selected projects presented at the fair. Stay tuned for more information and full coverage from our on-the-ground team.

An event for the city of Geneva. (Image: Watches & Wonders)