Audemars Piguet Leads The Lineup As 11 Brands Set To Make Their Debut At Watches And Wonders 2026

Mark your calendars for April 14th to 20th, 2026 is going to be one unforgettable week in Geneva. The world’s biggest stage for fine watchmaking is back, and this time it’s bigger, bolder, and buzzing with fresh faces. The headline act? None other than Audemars Piguet, the legendary Le Brassus maison, making its much-anticipated debut alongside ten other exciting brands. And in a twist, the “Salon” and “In the City” programs are merging into one seamless experience, turning the entire city into a playground for watch lovers. With the holy trinity of Patek Philippe, Vacheron Constantin and Audemars Piguet back at Palexpo, Watches And Wonders 2026 promises to be spectacular!

Eleven new names join the stage
This year, eleven brands will be stepping into the spotlight. Among them: Audemars Piguet, still proudly in the hands of its founding families, and l’Epée 1839, Switzerland’s master of haute horology clocks. Add to that Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B, and Sinn Spezialuhren, and the grand total of exhibiting brands rises to a record 66. Even some of the veterans are mixing things up H. Moser & Cie. and Frederique Constant are expanding their booths and moving into new spaces.

New layouts, more room to explore
To keep up with all the excitement, the Salon itself is getting a facelift. Independent artisan-creators will now be spread across two expanded areas: the Carré des Horlogers, growing from 16 to 23 exhibitors, and the Mezzanine, growing from 9 to 15. The idea is simple more visibility, smoother flow, and a better experience for everyone exploring these creative watchmakers.

Future-focused? Head to the LAB. For the first time ever, this incubator of ideas is throwing its doors open to startups, labs, and companies to showcase high-value projects shaping tomorrow’s watchmaking. Submissions go through watchesandwonders.com, and the best will be on display for professionals, collectors, and curious visitors to discover during the show.

Geneva takes center stage
Watches and Wonders has always been about more than the Salon, but 2026 makes it official: Geneva itself is becoming part of the show. Expect a city-wide cultural program with museum openings, afterwork events, hands-on workshops, and experiences designed for younger generations. The famous Thursday nocturne is back too, lighting up the evening with support from the City and Canton of Geneva. And to make moving around easier, free shuttles will connect the Salon with In the City, so visitors can hop seamlessly between both worlds.

The big picture
Professional days remain at four, followed by three open-to-public days, but the rhythm is evolving so that every day feels like its own event. More spaces, more activities, more discoveries—it’s a watch week that’s part exhibition, part festival. As Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, puts it: “The 2026 edition of Watches and Wonders Geneva marks a turning point in our desire to set Geneva as a leading destination. Our ambition is to offer a genuine city-wide cultural program that goes beyond the Salon. We want to provide visitors of all generations with a rewarding, entertaining, and diverse experience.”

With Audemars Piguet joining the lineup, a record number of brands exhibiting, and the whole city rolling out the red carpet, Watches and Wonders 2026 promises to be the horological celebration of the year.