From 2 to 6 September Geneva will once again be one of the main international points of reference for fine watchmaking with the seventh edition of Geneva Watch Days, an event that in recent years has gained an increasingly prominent role in the industry calendar. The 2026 event will see the participation of 68 brands, confirming the growth of an event that began only six years ago and is now supported by a broad network of public and private partners.
The initiative continues to stand out for its open model, which fosters direct dialogue between companies, collectors, professionals, and enthusiasts, creating opportunities for meeting across various locations throughout the city.
An ever-growing network of partners
The 2026 edition marks a further step forward in the event's integration with the Geneva region. In addition to the support of the Canton and City of Geneva, the following are also actively participating: Geneva Tourism, the Geneva Chamber of Commerce, Industry and Services (CCIG), Grand Prix d'Horlogerie de Genève (GPHG), the Fondation de la Haute Horlogerie (FHH), the Swiss Who's Who and numerous other institutional and economic entities.
The shared goal is to strengthen the event's appeal by attracting collectors, investors, professionals, and qualified visitors from around the world, while also contributing to the promotion of the Swiss watchmaking tradition.
Sixty-eight brands represent all the souls of watchmaking
One of the distinctive features of Geneva Watch Days remains the diversity of the brands involved. The 2026 edition brings together major international maisons, historic manufacturers, independent producers, artisanal workshops, and emerging companies.
Participants include names such as Breitling, Bulgari, Bell & Ross, Zenith, Girard-Perregaux, MB&F, Urwerk, Oris, Maurice Lacroix, Frédérique Constant, Louis Erard, De Bethune, Laurent Ferrier, Czapek, Gerald Charles, Corum, Perrelet, Doxa, Bremont, Daniel Roth and numerous other protagonists of contemporary watchmaking.
The presence of such diverse realities allows industry professionals and enthusiasts to compare very different approaches, technologies, and production philosophies, offering a broad overview of the sector's evolution.
An event built around meetings
The organizers emphasize that the event aims to continue to prioritize direct contact between people. Alongside the presentation of new collections, the program is designed to foster conversations, professional relationships, and opportunities for interaction between brands and the public.
The 2026 strategy specifically aims to bring the world of watchmaking even closer to collectors, institutional representatives, economic operators, and key figures in Geneva's cultural life, consolidating the event's role as a networking platform.
The Origins of Geneva Watch Days
Geneva Watch Days was born in 2020 in response to the cancellation of major international trade fairs due to the pandemic. Eight brands then decided to create a new, more flexible format, distributed throughout the city.
The founders were Breitling, Bulgari, De Bethune, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin, and Urwerk. Since then, the event has grown steadily, becoming an independent, internationally recognized event.
A new phase of development
According to the president of Geneva Watch Days, Jean-Christophe BabinThe seventh edition marks the beginning of a new phase of development. The organizers intend to maintain the principles that have characterized the event since its inception: openness, innovation, closeness between brands and audiences, and a decentralized model.
The event also aims to further strengthen the link between watchmaking companies and Geneva's economic and cultural fabric, promoting live encounters as a central element of the experience.
For more information on the program and the complete list of participating brands, please consult the Geneva Watch Days official website.
