t its 2026 edition, held from 20 to 23 February at the Munich Trade Fair Centre across 65,000 m² and six halls — while heavy snow fell steadily outside — Inhorgenta confirmed its role as a key commercial and media platform for European brands, alongside a noticeable Swiss presence. With 900 exhibitors, 1,200 brands from 35 countries, 55% international participation and more than 25,000 visitors, the Munich fair stands as a strategic gateway to the European market.

Beyond the numbers, this year’s edition delivered a rich programme of talks and exhibitions dedicated to Haute Horlogerie and craftsmanship — the overarching theme of the fair. The move is strategic at a time when the watch industry appears increasingly driven by its most exclusive segment. Volumes may be declining overall, but average values are rising — across the board.

Stefanie Mändlein, Exhibition Director

The Fondation de la Haute Horlogerie (FHH) has established itself as a key cultural partner, curating an exhibition and hosting several conferences. Meanwhile, the Inhorgenta Awards honoured brands across numerous categories. Among the 2026 winners were Tutima Glashütte, Accutron by Bulova and Glashütte Original. Stefanie Mändlein discusses with Europa Star the event’s distinctive positioning, its expanded cultural programme and its long-term ambitions.

Europa Star: In the annual trade fair calendar, what advantages do you highlight to brands about Inhorgenta?

Stefanie Mändlein: We are one of the first fairs of the year, which makes Inhorgenta a strategic platform to launch new products and take the pulse of the market. But what truly differentiates us is the experience we create. In an increasingly digital world, we offer a place where people can meet in person - where products can still be seen, touched and experienced.

This year, for the first time, we introduced a central theme: Craftsmanship. It is a project particularly close to my heart. We celebrated craftsmanship with more than 30 live demonstrations and dedicated exhibition spaces. We also collaborated with German watchmaking schools and developed cross-sector initiatives.

We have also rethought the event staging: the press conference is now held at the very heart of the exhibition. Inhorgenta is no longer simply a trade fair - it is a curated platform where commerce, culture and storytelling converge.

This year, Inhorgenta has expanded its cultural programme, as exemplified by this conference with the renowned Spanish jeweller and Olympic medallist Pablo Cimadevila.

How are the different segments organised?

We cover six segments and around 1,200 brands. In recent years, we have strategically strengthened the watchmaking segment, particularly in the run-up to our 50^th anniversary in 2024, which marked a turning point in the fair’s positioning.

Watchmaking has also benefited from our partnership with the Fondation de la Haute Horlogerie. The FHH Cultural Space combines exhibitions, interactive workshops and the presence of brands such as Piaget and Oris. This attracts high-end companies while providing strong added-value content.

Our objective is clear: to create a premium environment with high-quality scenography, a robust conference programme featuring more than 100 international speakers, and dedicated formats such as Watch Talks and the Trendfactory. Today, content is a decisive factor in remaining relevant.

How do you address the key issue of scheduling in relation to other international trade fairs?

We are part of Messe München’s global calendar, which includes nearly 90 trade fairs held here and around the world each year. This makes major date changes difficult, and our exhibitors are accustomed to the current timing. However, we have adjusted the opening hours, starting and finishing later in the day to better accommodate international visitors.

Our late-February positioning remains strategic: it allows European retailers and distributors to structure their purchasing plans for the year ahead.

Accutron by Bulova is among the winners of this year’s Inhorgenta Awards, alongside Tutima Glashütte and Glashütte Original in the watch categories.

What role do regional and international markets play in your growth strategy?

Inhorgenta is truly international. Germany has the largest number of exhibitors, followed by Italy, but we are seeing strong growth from countries such as India, China, Belgium and Switzerland. The top visitor countries are Germany, Austria, Switzerland, the Netherlands, Italy, the UK, Belgium, the Czech Republic, Spain, Hungary and Poland. In just a few years, we have significantly expanded the range of nationalities represented at the fair.

The cultural programme was enriched by the presence of specialists such as Lorenzo Maillard and Maxime Couturier from the APRESDEMAIN agency, Andrea Casalegno, Chronondo, Wristmarvels, Tom Exton, Marc-Henri Ngandu and many others.

You emphasise the value of physical encounters - but what role does digital play in your strategy? And how do you keep the Inhorgenta “brand” alive throughout the year?

We invest heavily in communication including social media and content production. Beyond the fair itself, our Trendfactory events around the world extend our reach and visibility. Recently, for example, we developed partnerships and initiatives in Brazil.

As you know, digital cannot replace physical experience. Today’s luxury requires staging, tactility and narrative. Inhorgenta brings together culture, commerce and personal relationships - and that remains our core strength.

What would you like visitors and exhibitors to take away from these few days?

Naturally, I hope they leave knowing it was an excellent edition (smiles). More importantly, I hope they have built solid relationships, discovered inspiring brands and experienced something authentic.