ollowing a 2025 edition that beat all projections – 66 brands in the official program, 14,000 visitors and nearly 1,900 watch industry professionals, retailers, clients, collectors, press and content creators – the 2026 edition will preserve what makes the event unique: a decentralized format open to the public and emerging brands, a lively and welcoming atmosphere that fosters direct access to the CEOs and Master Watchmakers of participating brands, while remaining professional and exacting, with a particular focus this year on meaningful encounters and substantive discussions.

Jean-Christophe Babin, President of the Geneva Watch Days Association, CEO of LVMH Watch Division and CEO of Bulgari, comments: “From the beginning, we’ve stuck to a straightforward, open format: accessible, efficient, welcoming, with genuine freedom of expression. Seven years ago, this approach was novel in the watch industry, and we had no idea how well it would be received. Year after year, it’s been proven to be the right call: a framework that fosters interaction, sparks productive discussions, and encourages more direct relationships between brands, professionals, media, collectors, and the general public. This vision would never have become the industry beacon it is today without the unwavering support of the Canton and City of Geneva. I’m pleased to see that our initial instinct was right – and that, today, it’s more on point and relevant than ever.”

As people increasingly seek spontaneity, direct interactions and shared experiences, the spirit of Geneva Watch Days that has truly established itself over its successive editions. Together, major brands and smaller ones, corporate groups and independents, luxury watches and more accessible products all come together with professionals, collectors, enthusiasts, and the general public to celebrate watchmaking in all its diversity.

This approach will continue in 2026 with the same goal: to spark dialog, expand networking opportunities, and allow time for productive discussions in an atmosphere that is both demanding and professional while being congenial and approachable.

Open to the general public for five days, from Wednesday 2 to Sunday 6 September 2026, Geneva Watch Days will once again occupy the Rotonde du Mont-Blanc, whose spaces have been redesigned to offer an even richer experience.

Visitors will discover an extensive array of exceptional timepieces, prestigious icons and some of the most desirable new releases, presented around different themes. The signature events – including the Power Breakfasts where executives meet directly with the public, along with conferences, panel discussions, presentations and special events – will remain at the heart of the program, supplemented by new formats and concepts true to the event’s creative spirit and its goal of offering opportunities for discussion and reflection open to all.

The opening press conference, held last year to a packed room, will once again take place at Palais Eynard, underscoring the continued support of the City and Canton of Geneva. Geneva Watch Days will also demonstrate a stronger commitment to environmental responsibility and sustainable transportation.

The 2026 edition will reaffirm more than ever the mission of Geneva Watch Days: to bring together, inspire and showcase the full diversity of watchmaking, in the spirit of Geneva, with openness, warmth and responsibility.