outure and Time to Watches are pleased to announce that they have joined forces to bring a curation of luxury timepieces to Wynn Las Vegas, beginning with the 2026 event. Since 2022, Geneva-based Time to Watches has established a reputation among retailers, press and enthusiasts for showcasing the work of innovative timepiece brands in an exciting atmosphere that fosters meaningful engagement and discourse. Focusing on quality craftsmanship and ingenuity of design, Time to Watches represents both heritage brands and avant-garde talents that appeal to true connoisseurs of the craft.

“Their passion for timepieces, coupled with their in-depth knowledge of the market, make Time to Watches the perfect partners for strategically growing this category within the Couture ecosystem,” noted Gannon Brousseau, EVP, Emerald. “Our retail partners are seeking the most creative, imaginative and unique points-of-view in the jewelry they present to their clients; the timepieces they opt to carry in their stores need to reflect this same vision.”

The Time to Watches team is aligned with Couture’s mission of identifying brands that represent an elevated level of craftsmanship and design. The company has secured an exhibition space at Wynn Las Vegas, offering seamless access to all Couture attendees. Under the direction of the company’s Managing Director, Christian Wipfli, supported by an impassioned team of watch industry professionals, Time to Watches plans to host a curated selection of watchmaking brands. "After many successful editions of Time to Watches in the world’s watchmaking capital, it was natural to extend our event experience to the world’s ‘Number 1 Market’ and offer brands a unique opportunity to unleash their business potential,” enthused Christian Wipfli. “The collaboration with Couture was an obvious choice, as this high-end event was a perfect fit with what Time to Watches has achieved in Geneva.”

In 2026, Couture enters a new chapter. While watches have always been part of the show, their presence will grow stronger than ever, marking a powerful reconnection between fine jewelry and haute horlogerie. This revival comes through a unique partnership with Time to Watches, bringing together a curation of independent and innovative watchmakers within the elegant setting of Wynn Las Vegas.

The partnership between Couture and Time to Watches establishes the formation of the most prestigious B2B event of high-end watches in the United States. By leveraging their combined relationships, expertise and industry experience, the collaboration will serve to facilitate new business and relationship-building opportunities among retailers, timepiece brands and press. Couture 2026 is taking place at Wynn Las Vegas May 27 (6pm) to May 31. Registration for the event will be open in early 2026.