Strong collector attendance highlights a growing interest for a more independent, creative
and accessible watchmaking, where connection matters more than format. In this open environment, brands found a fertile ground for exchange, experience as well as conversion of conversations into opportunities.
With its “watchmaking Village” concept, Time to Watches is challenging the traditional fair model.
Las Vegas landed in Geneva as the theme of the inauguration. Just weeks ahead of the next Time to Watches chapter in the U.S., the opening night set the mood: a watchmaking experience to be lived and shared, beyond convention.
The ribbon was cut by Michel Pomatto, Administrative Councillor of Le Grand-Saconnex, Michael Jappert, Global Sales Director at WOLF, Yves Bugmann, President of the Federation of the Swiss Watch Industry, Daniel Loeffer, Deputy Secretary General of the Department of Economy and Employment of the Canton of Geneva, and Christian Wipfli, Founder and Director of Time to Watches. Hundreds of guests then carried the evening forward in a festive, relaxed atmosphere.
A night that opened a week defined by energy and conviviality.
Designed as a true festival, the 2026 program delivered across the board. Workshops, demonstrations, content creation, experiences and festive moments activated the Village throughout. At its core, the Garden - the central hub - brought together people and interactions, with the Welcome Desk as a focal point, framed by food trucks, lounge areas and spaces to connect. From morning to evening, professionals and enthusiasts alike embraced the setting, confirming a strong interest for a more vibrant and collective watchmaking experience.
At the same time, the Villa, the Annex, the Lodge and the Cellar served as dedicated spaces for professional exchanges and meetings, supporting business development.
Building on this dynamic, Time to Watches continues to grow with a clear ambition: to redefine, over time, how watchmaking is experienced and shared. Next stop, Las Vegas - Time to Watches @ COUTURE, May 27 to 31, 2026 - before returning to Geneva in 2027.
“We are proud to have helped reshape the philosophy of watch fairs. Yes, there are new releases. Yes, there is business. But above all, there is enjoyment. These are moments of connection, where watchmaking is experienced at its most human”, concludes Christian Wipfli.
