Watches and Wonders welcome thirteen new brands in 2027

• It is being held during 5th – 11th April 2027 in Geneva, Switzerland. • Akhor, Alain Silberstein and Berneron will join ten other brands. • These include the House of Brands that comprises of Breitling, Gallet and Universal Genèva. • The show will feature a new Swiss landscape inspired décor. • New immersive experiences, demonstrations and hands-on workshops will delight visitors. The In The City program will now run over seven days.

Kunaal Khemka

September 30, 2026

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When is Watches and Wonders being held?

Watches and Wonders will be held during 5^th – 11^th April 2027 at the Palexpo convention centre in Geneva, Switzerland. It is the world’s largest and preeminent watch and jewellery fair. According to Watches and Wonders statistics, the 2026 edition saw 60,000 unique visitors (+9%), 25,000 tickets sold for the three public days (+9%), 1,750 journalists (+9%) and 10,000 people from all over the world “who took over the city centre throughout the week.”

Which new brands are being welcomed?

Akhor, Alain Silberstein, Berneron, Breva Genève, Damiani, Fortis, House of Brands comprising of Breitling, Gallet and Universal Genèva, Kerbedanz, Porsche Design, Singer Reimagined and Stollenwurm.

The main hall will showcase thirty-two prominent brands, the Carré des Horlogers twenty-seven brands, “a number that has tripled over the past decade” and the Mezzanine sixteen brands. In total, there will be a total of seventy-five participating brands.

Also Read: Universal Genève is back in the right hands. The hard part starts now

Also Read: House of Brands: Now official at Watches And Wonders 2027

Also Read: Gallet is back: The Swiss watch brand relaunches with four new collections

Full list of participating brands:

What else can visitors expect from the show?

A new décor inspired by Switzerland’s landscape.

“Inspired by the lakes and mountains that shape Geneva and its surroundings, this new scenography within Palexpo marks an important milestone in the evolution of the Salon. Designed to enhance the visitor experience, it features spacious aisles allowing a smoother and more comfortable flow.”

New immersive experiences, demonstrations and hands-on experiences.

“Beyond the latest releases from exhibiting brands, Watches and Wonders Geneva will offer an immersive experience inviting visitors to explore the world of contemporary watchmaking. Public interest in watchmaking professions and craftsmanship continues to grow across generations, year after year. Artistic crafts, training and education, live demonstrations and hands-on workshops will therefore take centre stage. Whether visiting with family or friends, as a newcomer or a seasoned collector, everyone will be able to discover the many facets of watchmaking through experiences designed to make the industry more open, accessible and welcoming.”

An enhanced In the City program that will now run for over seven days.

“The In The City program continues to expand and will now run over seven days. The Watchmaking Village, brand activations hosted in boutiques, demonstrations from artisans, immersive experiences, and cultural and musical events will set the pace for a week entirely dedicated to the art of watchmaking. As a cornerstone of Geneva’s identity, watchmaking will take over the city from 5 to 11 April 2027, offering residents and visitors alike a unique immersion into a world of excellence, creativity and craftsmanship.”

What do we think?

Having attended the show during the past two years, I saw firsthand how the organisers find ways to make the experience better. Next year promises an even more enriching and exciting horological experience than the 2026 edition.

Also Read: Kunaal’s top watch selection from an amazing Watches and Wonders