The world of haute horlogerie is gearing up for a 2026 full of novelties. Watches and Wonders Geneva, the international benchmark show, announces the return of Audemars Piguet and the arrival of ten more brands, bringing the total number of exhibitors to 66. The appointment is set in Geneva from April 14 to 20, 2026, in a format that combines Salon and “In the City” to offer a widespread and increasingly immersive experience.
Watchmaking hubs: from Baselworld and SIHH to Watches and Wonders
To understand the magnitude of this news, it is necessary to take a step back. Until just a few years ago, the international watchmaking calendar revolved around two hubs: the SIHH (Salon International de la Haute Horlogerie), established in 1991 at the initiative of Cartier and the Richemont Group, and Baselworld, the historic Basel trade fair that for more than a century was the industry’s center of gravity.
The crisis that hit Baselworld between 2017 and 2019, coupled with the growing desire of brands to redesign the timing and mode of presentation, prompted the industry to renew itself. In 2020, SIHH officially became Watches and Wonders, expanding the format and adopting a more inclusive, digital and general public-oriented vision. With the establishment in 2022 of the Watches and Wonders Geneva Foundation (WWGF), supported by giants such as Rolex, Patek Philippe, and Richemont, the show consolidated its global leadership.
What’s new in the 2026 edition
The most resounding announcement concerns the return of Audemars Piguet, the historic manufacture from Le Brassus, after years of absence. Joining her will be ten new exhibitors: l’Epée 1839, Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B, and Sinn Spezialuhren.
The Salon, which already hit record numbers in 2025, is being rethought to accommodate the expansion: the Carré des Horlogers will host 23 exhibitors (it used to be 16), while the Mezzanine will increase from 9 to 15. It will also debut a LAB dedicated to technological innovations, open to start-ups and laboratories that can present projects designed to shape the future of watchmaking.
There will be no shortage of involvement from the city of Geneva, with museums, widespread events and the traditional Thursday evening, in a program that weaves together culture, education and entertainment.
The return of Audemars Piguet: changes on the horizon?
Audemars Piguet’s return is not just news, but a signal that change is afoot. In 2019, the maison had left SIHH after 19 years of continuous presence, preferring a strategic model that can build a direct relationship with its customers and experiment with new communication channels.
Today, its return can be read as confirmation of the centrality of Watches and Wonders, which has since become the industry’s main global hub. In a context in which salons once again represent a crucial moment of confrontation and visibility, Audemars Piguet’s choice appears as a sign of confidence and convergence toward a single global platform.
And at this point, the question arises: what does Audemars Piguet’s return really tell us? Perhaps that, beyond marketing strategies and choices of independence, even large entities need a common “stage” to tell their stories. And if even a maison such as AP decides to return to the fair, isn’t it a clue that Watches and Wonders confirms itself as the industry’s “reference” par excellence?
What do you guys think?
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