The watch community woke up to a flurry of announcements related to Watches & Wonders 2026 this morning, which is (gulp) just about 6 months away. The news includes the addition of multiple brands, including one major and longstanding holdout, as well as others moving to higher profile locations in Palexpo.
The big news is that Audemars Piguet, makers of the Royal Oak and a member of the so-called “Holy Trinity” of old school Swiss Maisons, will finally be exhibiting at Watches & Wonders. Audemars Piguet had previously been one of the main draws at SIHH, a predecessor of Watches & Wonders, also held at the Palexpo, so the brand is no stranger to the convention center’s cavernous halls. In a press release, CEO Ilaria Resta explains “Watches and Wonders is more than an exhibition – it is a space for meaningful exchange with our peers and a celebration of our shared heritage and craftsmanship. We look forward to welcoming visitors to Audemars Piguet’s world as we shape the future of watchmaking together.”
Audemars Piguet is not the only brand being added to the Watches & Wonders roster. Ten additional brands have been announced as participants as of this morning. Joining AP at the show for the first time are Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, l’Epée 1839, March LA.B and Sinn. This lineup is quite varied, with everything from elaborate mechanical clocks, to more accessible tool watches represented, and brands from well outside the global center of Swiss watchmaking. It also indicates that other events coinciding with Watches & Wonders (namely the Time to Watches show across the street) could see their own lineup changes as Sinn and Behrens jump ship.
News also broke this morning that multiple brands will be moving to new spaces in the Palexpo when the show commences next year. In an Instagram post, Ed Meylan, CEO of H. Moser, confirmed that his brand will be moving from the indie focused Carre de Horlogers to Palexpo’s main hall in 2026. This is a big upgrade – the booth spaces in the main hall are significantly larger (and more expensive) than those in the Carre, which has a distinct feel that is quite a departure from the action in the rest of the building. The shift reflects Moser’s growth in recent years. Meylan writes in his post that in 12 years “production has increased tenfold” for the independent brand. Frederique Constant is also on the move, and will be exhibiting in a larger space when the 2026 show commences.
If you’re keeping track, a total of 66 brands are confirmed to be exhibiting at Watches & Wonders 2026, up from 60 last year. Brands that will not be returning to next year’s event include Montblanc, Bell & Ross, Speake-Marin, and MeisterSinger. More information about Watches & Wonders, which is set to run between April 14-20 of 2026, can be found on the official website here.
Zach Kazan
2025-09-23 11:52:00