A Virtual Tour Of The Best Brand Booths At Watches And Wonders 2026

At Watches and Wonders, the watches may be the headline, but the booths are the stage on which the story truly unfolds. Increasingly, brands are looking beyond traditional display formats, transforming their spaces into immersive environments that reflect identity, heritage and ambition in equal measure. In 2026, this evolution feels more intentional than ever. From architectural statements to multisensory experiences, each booth becomes a carefully constructed world designed not just to showcase timepieces, but to express a point of view. Materials, lighting, sound and spatial design come together to create narratives that extend far beyond the vitrines. What emerges is not just an exhibition, but a series of experiences each one offering insight into how a brand sees itself today. Let us take you on a virtual tour of some of the best booths at Watches And Wonders 2026.

Ulysse Nardin

Few brands embrace experimentation quite like Ulysse Nardin, and this year, celebrating 25 years of the Freak, it leaned fully into its disruptive spirit. The experience began even before entering the booth, where a robot performed a choreographed dance, an unexpected prelude that blurred the lines between mechanical precision and artistic expression. It was an unusual juxtaposition, but one that perfectly encapsulated the brand’s ethos: innovation need not come at the cost of imagination.

Inside, the narrative deepened. Visitors were met with an oversized, almost surreal 3D-printed head of the Freak’s creator, Dr. Ludwig Oechslin. Its watchful, almost sentient gaze set the tone both reflective and forward-looking. It served as a reminder of just how radical the Freak was at its inception, and how its influence continues to ripple through modern horology. The entire space felt kinetic, alive with ideas, reinforcing Ulysse Nardin’s position as one of the industry’s true boundary-pushers.

Panerai

If there was one booth that communicated its message with absolute clarity, it was Panerai. Water, so intrinsic to the brand’s DNA was not just referenced, but physically brought into the space. The booth was conceived as an immersive aquatic environment, evoking the sensation of being submerged within a vast tank. Rather than relying on technical explanations, Panerai chose demonstration over description. Its novelties were displayed within water, quietly asserting their capabilities without the need for superlatives. The effect was both dramatic and disarmingly simple. By placing visitors within its element, Panerai transformed a core product feature into a fully realised spatial experience one that lingered long after leaving the booth.

Van Cleef & Arpels

There is always a sense of anticipation surrounding Van Cleef & Arpels, and this year was no exception. The maison transported visitors into an enchanted garden a setting that felt less like a booth and more like a carefully composed dreamscape. Animated florals, softly glowing stars and nuanced lighting created a sense of quiet wonder. This was not merely decorative; it was deeply aligned with the brand’s watchmaking philosophy. Known for its poetic complications and whimsical storytelling, Van Cleef & Arpels extended that narrative into space itself. The booth became a living canvas where colour, motion and craftsmanship intertwined, mirroring the intricate artistry of the watches it housed.

IWC Schaffhausen

IWC continued its long-standing dialogue with The Little Prince, drawing inspiration from The Little Prince. This year, the maison recreated the iconic image of the young boy standing alone on his tiny planet a scene instantly recognisable yet deeply evocative. Set against this poetic backdrop, the watches took on a narrative dimension. Themes of exploration, curiosity and introspection were woven seamlessly into the presentation. It was a reminder that watchmaking, at its best, is not just about precision, but about perspective about seeing beyond the obvious and valuing what cannot always be measured.

Jaeger-LeCoultre

Jaeger-LeCoultre brought the Vallée de Joux to Geneva with its “Valley of Inventions” concept. An homage to the maison’s birthplace and enduring source of inspiration. At the entrance stood a frosted alpine tree, its delicate detailing immediately transporting visitors into a wintry landscape. 

Inside, soft, scattered light installations mimicked falling snow, enveloping the space in a quiet, almost meditative calm. This serene environment provided the perfect counterpoint to the technical ingenuity on display. The new launches were integrated thoughtfully into this setting, reinforcing the idea that innovation at Jaeger-LeCoultre is deeply rooted in place, history and continuity.

H. Moser & Cie.

H. Moser & Cie. approached its booth with characteristic wit and restraint. Overhead, a canopy of floating balloons created an immediate visual metaphor lightness, levity and a sense of ease. It was a subtle yet effective nod to the brand’s ongoing focus on streamlined design and wearability.

As with its watches, the execution was deceptively simple. There was no excess, no overt spectacle just a clear, confident idea carried through with precision. In a space often dominated by grandeur, Moser’s booth stood out precisely because it chose not to compete on those terms.

Chopard

Chopard leaned into elegance, but with a fresh, almost playful interpretation. From the ceiling cascaded a waterfall of flowers, creating a sense of movement and softness that defined the entire space. Beneath this installation, a central display area allowed the novelties to take focus, framed by this floral spectacle.

The result was a balance between refinement and creativity. Chopard’s identity as a maker of elegant, high jewellery-inspired timepieces remained intact, but the presentation introduced a lighter, more expressive dimension one that felt both contemporary and distinctly on-brand.

Vacheron Constantin

Vacheron Constantin’s booth was perhaps the most intellectually layered of the lot. Building on its Métiers d’Art Tribute to Great Civilisations collection, developed in collaboration with the Louvre Museum, the maison translated its horological narrative into architectural form.

The ceiling became a focal point, echoing the intricate motifs and decorative language of ancient civilisations. Pharaonic Egypt, the Assyrian Empire, Ancient Greece and Imperial Rome all became sketches that graced the upper ceiling of the booth. These references were not merely aesthetic; they reflected the same research-driven approach that defines the watches themselves, from glyptic stone appliques to historically accurate ornamentation. In this space, watchmaking became a conduit for cultural exploration. The booth did not just display timepieces it invited visitors to consider the passage of time itself, through the lens of human history.

An Artistic Break

What becomes evident, walking through Watches and Wonders 2026, is that booths are no longer just about presentation, they are about positioning. Each space offers a glimpse into how a brand chooses to communicate, what it chooses to emphasise, and how it wants to be remembered. In an industry built on precision, these environments allow for something more intangible: emotion, storytelling and atmosphere. And in many ways, it is here between the architecture, the lighting and the carefully constructed worlds that the true character of each brand reveals itself.