Plus! 10 other new brands have been added to the world’s largest trade show for timepieces

The big news coming out of Switzerland today is that Audemars Piguet is rejoining Watches and Wonders. The coveted Swiss watchmaker dropped out of the event before the 2019 show (when it was still called SIHH). “Audemars Piguet’s business model is changing and it’s decided to explore new directions in order to forge closer and more direct relationships with end-clients and watch enthusiasts worldwide,” said the company in an official press statement at the time. But times have certainly changed. Not only has the world been through Covid, but now there are tariffs to face and Audemars Piguet has a relatively new CEO at its helm, Ilaria Resta.

Audemars Piguet, however, is not the only brand joining the crowd. High-end clock maker L’Epée 1839, along with Credor, Corum, Favre Leuba, Charles Girardier, Behrens, Bianchet, B.R.M Chronographes, March LA. B, and Sinn Spezialuhren will bring the number of brands exhibiting to 66. By comparison, the last edition of Baselworld in 2019 (then the world’s largest watch fair) had roughly 130 to 150 watch brands exhibiting. No doubt there are many that will appreciate the fact that Watches and Wonders remains relatively small and still predominately high-end. But it’s clear the show is growing. Some brands that are already annual participants are growing their footprint. H. Moser & Cie and Frederique Constant are both said to be changing their locations within the Palexpo—the vast space in Geneva where the show takes place—as well as expanding their booths. The area where the independent watchmakers show, the Carré des Horlogers will increase from 16 to 23 brands with spillover to the Mezzanine which is seeing an increase in exhibitors from 9 to 15.

Beyond the confines of the show itself, which will take place from April 14th-20th next year, there will be a push to make Watches and Wonders feel like a city-wide affair. More programming at museums, boutiques, and restaurants in addition to educational programs and experiences will be on offer throughout Geneva. “The 2026 edition of Watches and Wonders Geneva marks a turning point in our desire to set Geneva as a leading destination,” says Matthieu Humair in a press statement. This means there may be more to do for watch enthusiasts that cannot gain access to the show itself.

Of course, while the big event is growing bigger, a few companies chose not to return. Montblanc, which has had a rather significant space at the show, will not be part of the 2026 Watches and Wonders, as well as Bell & Ross, Speake-Marin, and MeisterSinger.

The headlining name, of course, is Audemars Piguet. Even though the company has celebrated its 150th anniversary this year, one expects they won’t return to the show without making a splash. With the release of its game-changing perpetual calendar this year, there may be more up its sleeve. Get ready to pounce on those waitlists though.

This story was first published on Robb Report USA. Featured photo by Audemars Piguet