Geneva Watch Days 2026 Sets Sail With 68 Brands And A Stronger Geneva Alliance

Geneva Watch Days will return for its seventh edition from September 2 to 6, 2026, bringing together 68 watch brands across Geneva for what has become one of the industry's most anticipated annual gatherings. Set against the backdrop of Lake Geneva, this year's event reinforces its position as an open, decentralised platform celebrating the diversity, creativity and innovation of contemporary watchmaking while deepening its ties with the city that has long been regarded as the global capital of haute horlogerie.

Since its launch in 2020 as an industry-led response to the cancellation of traditional watch fairs during the pandemic, Geneva Watch Days has evolved into a fixture on the international watch calendar. More than a product showcase, the event has become a place where collectors, retailers, media, enthusiasts and brands come together to discover new releases, meet the people behind the watches and build lasting relationships in a relaxed and accessible environment.

This year marks a new chapter for the event, with the entire Genevan watchmaking ecosystem rallying behind it. The Canton and City of Geneva, Geneva Tourism, the Geneva Chamber of Commerce, Industry and Services (CCIG), the Grand Prix d'Horlogerie de Genève (GPHG), the Fondation de la Haute Horlogerie (FHH), the Swiss Who's Who network and several banking institutions are all supporting the continued growth of Geneva Watch Days. Their collective involvement aims to strengthen connections between participating brands and a highly qualified audience that includes collectors, institutional partners, business leaders and cultural figures.

The 2026 edition features an impressive roster of brands representing every corner of contemporary watchmaking from independent ateliers and emerging names to established manufactures and global luxury houses. Participating brands include Akhor, Alpina, Alto, Amida, Artisans de Genève, Ba111od, Beaubleu, Beauregard, Beda'a, Behrens, Bell & Ross, Bianchet, Bimbu, Breitling, Bremont, Bulgari, Byrne, Cédric Johner, Claude Meylan, Corum, Czapek, Daniel Roth, David Candaux, De Bethune, Dennison, Doxa, Emmanuel Bouchet, Fears, Ferdinand Berthoud, Frédérique Constant, Furlan Marri, Gallet, Gerald Charles, Gerald Genta, Girard-Perregaux, Greubel Forsey, Hautlence, Kerbedanz, Konstantin Chaykin, Krayon, L. Leroy, Laurent Ferrier, Lederer, L'Epée, Linde Werdelin, Louis Erard, Louis Moinet, Massena LAB, Maurice Lacroix, Mauron Musy, MB&F, Micro Mil Spec, Ming, Naoya Hida, Oris, Otsuka Lotec, Perrelet, Phillips in Association with Bacs & Russo, Renaud Tixier, Réservoir, Singer, Speake Marin, Stollenwurm SA, Trilobe, Tutima, Unimatic, Urwerk and Zenith.

Speaking about the evolution of the event, Jean-Christophe Babin, President of Geneva Watch Days, said: "This year, Geneva Watch Days enters a new cycle of development, while remaining true to the spirit that has driven it since its creation: openness, innovation, decentralization and proximity. What began as a bold initiative in the year of COVID, to compensate for the cancellation of the traditional watch fairs, has become an unmissable event, carried forward by an ever more engaged community of brands, collectors, partners and enthusiasts. This edition strengthens the ties between watchmaking and its ecosystem, in Geneva and internationally. We remain convinced that nothing replaces real encounters, real conversations and the emotions shared around our creations. It is this collective energy that makes Geneva Watch Days unique, and that keeps us moving forward."

By bringing together an exceptionally broad mix of brands while reinforcing partnerships with Geneva's civic, cultural and commercial institutions, Geneva Watch Days continues to distinguish itself from traditional trade fairs. As the industry prepares to gather once again on the shores of Lake Geneva this September, the event promises not only the unveiling of new timepieces but also an increasingly collaborative platform where watchmaking, business and community converge.

To check out the releases from Geneva Watch Days 2025 click here.