Audemars Piguet Joins Watches and Wonders 2026: A New Era for the Swiss Watch Industry
PARIS – The prestigious Watches and Wonders fair continues to expand its influence in the global watchmaking industry. On Tuesday, the event organizers announced that Audemars Piguet, one of the most revered names in horology, will be among the exhibitors at the 2026 edition, set to take place from April 14 to 20 in Geneva. This marks a significant milestone for the event, which will now feature a total of 66 brands showcasing their craftsmanship at the Palexpo exhibition center.
A Growing Contingent of Exhibitors
Audemars Piguet leads a group of 11 brands that will participate in the fair for the first time. This influx of new exhibitors reflects the growing interest in the event, which has become a focal point for both industry professionals and watch enthusiasts alike. Among the newcomers are notable names such as l’Epée 1839, a clockmaker recently acquired by LVMH Moët Hennessy Louis Vuitton, as well as watchmakers Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B, and Sinn Spezialuhren.
Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, expressed enthusiasm about the event’s evolution. “This edition marks a turning point in our desire to set Geneva as a leading destination,” he stated. Humair emphasized the foundation’s ambition to create a city-wide cultural program that transcends the traditional salon experience, aiming to engage visitors of all ages with a diverse and enriching agenda.
Honoring Swiss Horological Heritage
In a separate announcement, Audemars Piguet revealed plans to honor Switzerland’s rich horological legacy through an immersive exhibition and a series of city-wide activities. As the oldest watch manufacturer still owned by its founding families, Audemars Piguet is uniquely positioned to bridge the gap between traditional craftsmanship and modern accessibility. The brand aims to open the doors of watchmaking to a broader audience, making the art of horology more relatable and engaging.
This initiative aligns with a broader trend in the luxury sector, where brands are increasingly focusing on experiential marketing. By creating immersive experiences, companies can foster deeper connections with consumers, particularly younger generations who value authenticity and engagement.
Redesigning the Exhibition Space
Watches and Wonders is also set to undergo a significant redesign of its exhibition space. Independent artisan-creators will be showcased in two distinct areas, with 23 exhibitors in the Carré des Horlogers and an additional 15 in the Mezzanine. This strategic layout aims to enhance the visibility of independent brands, allowing them to shine alongside established names.
Moreover, brands like H. Moser & Cie and Frédérique Constant will be relocating and expanding their booths, indicating a commitment to providing a more immersive experience for attendees. The introduction of a submission process for the LAB incubator section further underscores the fair’s dedication to innovation and creativity within the watchmaking community.
A Record-Breaking 2025 Edition
The 2025 edition of Watches and Wonders set a high bar, with approximately 60 brands participating and a remarkable 12 percent increase in visitor attendance, totaling 55,000. Public days saw a staggering 21 percent rise in ticket sales compared to 2024, attracting 23,000 attendees. The event’s reach on social media was equally impressive, with organizers reporting an estimated audience of over 700 million people.
However, the fair was not without its challenges. The event coincided with significant geopolitical developments, including U.S. President Donald Trump’s announcement of sweeping tariffs on Swiss goods entering the United States. Initially set at 31 percent, these tariffs were later raised to 39 percent, creating uncertainty for Swiss watchmakers and prompting ongoing negotiations.
The Future of Watches and Wonders
As Watches and Wonders prepares for its 2026 edition, the inclusion of Audemars Piguet and other new brands signals a vibrant future for the event. The fair is not just a showcase of luxury timepieces; it is evolving into a cultural phenomenon that celebrates the artistry and innovation of watchmaking.
The commitment to creating a city-wide cultural program reflects a growing recognition of the importance of community engagement in the luxury sector. By inviting a broader audience to participate in the world of horology, Watches and Wonders is setting a precedent for future events, emphasizing inclusivity and accessibility.
Conclusion
The upcoming Watches and Wonders 2026 promises to be a landmark event in the watchmaking calendar. With the participation of iconic brands like Audemars Piguet and a focus on immersive experiences, the fair is poised to redefine how the industry engages with its audience. As the landscape of luxury continues to evolve, Watches and Wonders stands at the forefront, championing both tradition and innovation in the world of horology.
