Audemars Piguet to Join Watches and Wonders Geneva 2026, Montblanc No Longer Participating

Initiated back in 2020, even though it was cancelled due to the COVID pandemic alongside Baselworld, Watches and Wonders Geneva was first created as a replacement for the SIHH (Salon International de la Haute Horlogerie) by the FHH, but soon became the highlight of the year for the watch industry, after Baselworld was cancelled entirely. Now under the direction of the Watches and Wonders Geneva Foundation, the show has grown drastically over the years, reaching 60 exhibiting brands for the 2025 edition. But Watches and Wonders Geneva 2026 will be even bigger, as Audemars Piguet announces its return to watch fairs, alongside 10 other new brands joining the show. 

Scheduled for 14th – 20th April, 2026, the next edition of Watches and Wonders Geneva, the main event in our horological calendar and the highlight event of the year for many members of the watch industry, will still gather important brands such as Rolex, Patek Philippe, Cartier, Chopard, Grand Seiko, IWC, TAG Heuer or Hermès, as well as independent watchmakers such as Armin Strom, Czapek or Laurent Ferrier. Some of the previously participating brands have decided not to renew their presence at the show, including Bell & Ross, Hysek, Meistersinger and Speake-Marin. Surprisingly, Montblanc will not be exhibiting at W&W 2026, while all other brands owned by the Richemont Group will still be present. We’re currently trying to get an official statement regarding this absence.

However, 11 new brands are joining the event, including l’Epée 1839, Behrens, Bianchet, BRM Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B and Sinn Spezialuhren. Additionally, H. Moser & Cie. and Frederique Constant will be relocating and expanding their booths.

Most importantly, Audemars Piguet will be present at Watches and Wonders Geneva 2026, having been absent from watch fairs since the 2019 edition of the SIHH, when the brand presented the Code 11.59 collection. This return to traditional trade fairs is surprising, but it might also be a sign of the current state of the watch industry, which needs to reconnect with retailers, collectors, and the press – or at least reach out to a wider audience. There’s still no presence of brands owned by Swatch Group (Omega, Breguet or Longines), and Breitling has decided not to join, despite rumours.

To support these developments, the Salon is adapting and expanding. All independent watchmakers will now be spread across two areas, the Carré des Horlogers (increasing from 16 to 23 exhibitors) and the Mezzanine (rising from 9 to 15 exhibitors), offering greater visibility and consistency in layout. And here is the full list of brands that will exhibit at Watches and Wonders Geneva 2026:

A. LANGE & SÖHNE | ALPINA | ANGELUS | ARMIN STROM | ARNOLD & SON | ARTYA GENEVE | AUDEMARS PIGUET | BAUME & MERCIER | BEHRENS | BIANCHET | BREMONT | B.R.M CHRONOGRAPHES | BVLGARI | CARTIER | CHANEL | CHARLES GIRARDIER | CHARRIOL | CHOPARD | CHRISTIAAN VAN DER KLAAUW | CHRONOSWISS | CORUM | CREDOR | CYRUS GENÈVE | CZAPEK & CIE | EBERHARD & CO. | FAVRE LEUBA | FERDINAND BERTHOUD | FREDERIQUE CONSTANT | GENUS | GERALD CHARLES | GRAND SEIKO | GRÖNEFELD | HAUTLENCE | HERMÈS | H. MOSER & CIE. | HUBLOT | HYT | IWC SCHAFFHAUSEN | JAEGER-LECOULTRE | KROSS STUDIO | LAURENT FERRIER | L’EPEE 1839 | LOUIS MOINET | MARCH LA.B | NOMOS GLASHÜTTE | NORQAIN | ORIS | PANERAI | PARMIGIANI FLEURIER | PATEK PHILIPPE | PEQUIGNET | PIAGET | RAYMOND WEIL | RESSENCE | ROGER DUBUIS | ROLEX | RUDIS SYLVA | SINN SPEZIALUHREN | TAG HEUER | TRILOBE | TUDOR | U-BOAT | ULYSSE NARDIN | VACHERON CONSTANTIN | VAN CLEEF & ARPELS | ZENITH |

More info at watchesandwonders.com.