This year also marks a milestone: for the first time, every major stakeholder in Geneva's watchmaking ecosystem—from public authorities to leading financial institutions—is rallying behind the event.
When the inaugural edition was launched six years ago, few imagined it would become a lasting fixture. In the summer of 2020, eight brands—Breitling, Bvlgari, De Bethune, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin, and Urwerk—joined forces to create their own showcase after the cancellation of the industry's major trade fairs. What started as a practical solution to an unprecedented situation has steadily evolved into an event eagerly anticipated each year by both professionals and watch enthusiasts.
The formula that made the event successful has remained largely unchanged. A central pavilion located at the Rotonde du Mont-Blanc on the shores of Lake Geneva serves as the main meeting point, while participating brands welcome visitors to presentations held in hotels, boutiques, and workshops across the city. Free admission and public access continue to distinguish Geneva Watch Days from the more formal setting of Watches and Wonders, which takes place every April at Palexpo. Its position on the calendar also contributes to its appeal. Held at the end of the summer, it has established itself as the industry's third major annual gathering, following January's LVMH Watch Week and the spring edition of Watches and Wonders, giving brands one final opportunity to introduce new timepieces before the fall season.
The event's growth is reflected clearly in its numbers. The inaugural edition welcomed fewer than 20 brands. That figure climbed to 33 in 2022, 51 in 2024, and 66 last year. With 69 participating brands announced for 2026, the upward trend continues. Attendance has followed the same trajectory. In 2024, Geneva Watch Days attracted nearly 13,800 visitors, along with 600 journalists and 250 retailers representing markets around the world. Few watch industry events have experienced such consistent expansion over such a relatively short period.
The defining characteristic of the 2026 edition is not limited to the record number of participating brands. The event is also benefiting from unprecedented institutional support. Organizations that previously remained largely behind the scenes are now taking an active role, including the State and City of Geneva, Geneva Tourism, the Geneva Chamber of Commerce, Industry and Services (CCIG), the Grand Prix d'Horlogerie de Genève, the Fondation de la Haute Horlogerie, the Swiss Who's Who network, and several major banking groups. Together, they aim to attract a highly qualified audience while creating stronger connections between visitors and exhibiting brands.
Geneva Watch Days has also evolved well beyond a purely commercial showcase. Around the product presentations, the organizers have developed a program that has become one of the event's defining features. Visitors can attend guided tours led by experts from the Fondation de la Haute Horlogerie, brand press conferences, panel discussions, watchmaking competitions, and breakfast sessions dedicated to market trends. Over the years, these activities have become integral to the event, supported by a conference venue adjacent to the pavilion, opportunities for direct exchanges between brand executives and the public, and Calibership, a movement-adjustment competition introduced in 2025. Open to approximately 40 participants—including both professionals and enthusiasts—it challenges competitors to regulate Sellita movements before they are submitted for COSC certification. Since 2023, the charity auction organized with Phillips in Association with Bacs & Russo has generated more than CHF 400,000, all of which has been directed to a fund supporting the education of aspiring watchmakers facing financial hardship.
From September 2 to 6, Geneva Watch Days will once again transform the city into an open stage for contemporary watchmaking. For five days, participating brands will welcome visitors both at the Rotonde du Mont-Blanc pavilion and throughout venues across Geneva. Remaining free and accessible to everyone, the event has, in just six editions, secured its position as one of the most important dates on today's watchmaking calendar.
