Audemars Piguet and Richard Mille, another Swiss independent brand with more than CHF1 billion in annual sales, both left the previous iteration of the show, called the Salon International de la Haute Horlogerie (SIHH), after the 2019 edition. The Watches and Wonders Foundation, which manages and stages the fair, was founded in 2022 by Rolex, Patek, and Richemont.
Swatch Group companies, including its top-selling Omega brand, do not participate in Watches and Wonders, while Breitling, another major player in the Swiss watch sector, has also chosen not to join.
Matthieu Humair, the CEO of the Watches and Wonders Foundation, says that the 2026 edition will expand to include more events, meetings, and gatherings in the city of Geneva beyond the convention hall near the airport where the salon is held.
Watches and Wonders will take place April 14 to 20 in Geneva and will include four professional days for retailers and journalists as well as three days open to the general public.
Andy Hoffman
2025-09-23 07:00:00