With Watches & Wonders 2026 just in the rearview mirror, the 2027 fair has been announced with new dates, a new format, and more brands joining the ever-growing fair.
Watches & Wonders Geneva has confirmed the dates for its 2027 edition, with the world’s largest watch event set to run from April 5 to 11, 2027. Spanning a full week, and next year, running from Monday to Sunday – a change from the Tuesday to Monday, the format will once again combine trade days, public access and city-wide experiences, while several major names are set to make their debut at the Salon.
Following the format established in recent years, Watches & Wonders Geneva will begin with professional days from Monday through Thursday, previously Tuesday to Friday, before opening to the public for a three-day weekend from Friday to Sunday. This is a move we welcome, starting on a Monday, but from a public perspective, having the three public days from Friday to Sunday makes more commercial sense.
Beyond the halls of Palexpo, the In The City programme will continue to expand across Geneva, bringing exhibitions, cultural events and immersive experiences into the city centre. The initiative has become an increasingly important part of Watches & Wonders, allowing both enthusiasts and the wider public to engage with watchmaking beyond the traditional trade show environment. That, and it creates more of a festival atmosphere within the city, which does see Geneva come alive.
As Watches & Wonders has grown, so too has its footprint. What was once largely an industry gathering has evolved into a week-long celebration of watchmaking that reaches far beyond the exhibition halls, and the growth over the past several years has seen more brands join, more people visiting and more pop-up destinations around the city spring up.
This year’s (2026) fair saw nearly 60,000 unique visitors (+9%), 25,000 tickets sold over the three public days (+9%), 1,750 journalists (+9%), 6,000 retailers, and more than 10,000 people who took over the city centre throughout the week. This is in addition to more brands joining the fair, up from approximately 50 in 2024 to 65 brands taking part in 2026. And now, a few more make their way into the Palexpo.
Breitling, Universal Genève, Gallet and Damiani To Make Their Debut
One of the biggest announcements ahead of the 2027 edition is the arrival of several new exhibitors. House of Brands will make its first appearance at Watches & Wonders Geneva, bringing together three names under its umbrella: Breitling, Gallet and Universal Genève.
For Breitling, the move represents a significant shift, with the brand joining many of its Swiss counterparts under the Watches and Wonders banner. It will also provide a major stage for the continued revival of both Universal Genève and Gallet, two historic names that have recently returned to the spotlight.
Italian jewellery house Damiani will also participate in the Salon for the first time, adding another notable name to the growing list of exhibitors. This announcement comes on the back of the company acquiring Baume & Mercier at the start of the year. So we will see what the new parent company leadership will bring to the fair for the first time.
While we don’t have any information as of yet on the number of brands that will be participating in 2027, one can only assume that the number will grow from this year with the addition of these brands. It also marks another milestone in the evolution of Watches and Wonders Geneva and highlights the industry’s continued desire to bring more of the watchmaking world together under one roof. And a rather large roof it is!
Our Thoughts
With more brands joining Watches & Wonders and the city-wide programme continuing to expand, Watches and Wonders Geneva 2027 is shaping up to be one of the biggest editions yet. As mentioned, 65 brands participated in this year’s fair, and for those who have been to Palexpo, you will know just how massive it is, and there is plenty more room on the salon floor.
This can only be a positive for the watch industry as a whole. More people through the doors and a greater focus on engaging the public means more eyes on watchmaking, which in turn helps introduce new enthusiasts to the hobby. As the saying goes, a rising tide lifts all boats.
And it was only a matter of time before the House of Brands jumped on board from my perspective. Georges Kern has done a tremendous job with Breitling over the last few years, and the revival of Universal Genève has been a welcome one, and has been done very well over the last two years, I might add. Say what you will about the price, but the collections have been well thought through, and in the metal, all look sensational. And this year, we wait to see what Gallet brings to the table.
Further announcements regarding participating brands, events and programming are expected in the lead-up to Watches & Wonders, April 2027. Stay tuned!