The term “fair” is rarely used in the industry these days, generally replaced by “show” or “watch week”. These are no longer organized exclusively by professional event organizers, but also by retailers, brands, media outlets and even collectors.
The catalyst effect of Geneva Watch Days
In the wake of Covid, two major phenomena radically changed the watchmaking landscape: the appeal of independent niche brands exploded (they remained active and close to their customers during lockdown), while Geneva Watch Days showed a new way forward. Launched in the days following the announcement of the cancellation of Baselworld and SIHH by Jean-Christophe Babin (then CEO Bulgari) and a handful of CEOs including Georges Kern (CEO Breitling), Geneva Watch Days proved that it was possible to organize an ambitious professional watchmaking event that was decentralized, relaxed and reasonably priced. Major brands rub shoulders with newcomers, which are just as popular among end customers as they are with the media and retailers. The community and educational aspects play a central role, while a festive spirit is omnipresent. The concept of the traditional GMT party that annually hosts 400 to 500 people has been part of the DNA of Geneva Watch Days since the beginning. This year, it will be dedicated to the 25thanniversary of WorldTempus. With the number of exhibitors quadrupling in six editions, the real challenge for Geneva Watch Days is to manage its growth without losing its soul. Meanwhile, it has inspired a new generation of watchmaking events.
Such is the case with Milano Watch Week, organized by a collective that has been aiming since October 2024 to offer a lively alternative to the major trade shows and is coordinated by watchmaking insiders (collectors, retailers, media) for their community. This typically Italian fall event brilliantly combines premium dolce vita with independent watchmaking.
The magic of Dubai Watch Week
In ten years, the biennial Dubai Watch Week (DWW) has grown from a small local event into a global phenomenon, sought after by the biggest brands, collectors and media from around the world. So much so indeed that the latest edition surpassed the Watches and Wonders “giant” in terms of the number of exhibitors of all sizes (90) and visitors (over 50,000). All that in the open air beneath palm trees, driven by the professionalism and passion of the Seddiqi family of luxury watch retailers. Buzzing with incomparable energy, it is acclaimed by brand executives and high-end collectors, who flock to the event in droves. The cultural approach has been championed since its inception and the organizers' kindly attitude creates an almost friendly atmosphere between protagonists and visitors. DWW has thus established itself as the benchmark for independent watch shows, with the next edition slated for November 2027.
In the same region, traditional trade fairs also draw significant crowds, though in a far more commercial format, and the watch offering remains substantial but considerably smaller than the jewelry segment. The Doha Jewellery and Watches Exhibition will hold its 21st edition from April 28 to May 3, 2026, bringing together around 500 exhibitors and 30,000 visitors. More than twice as many people are expected to attend Jewelry Arabia in Bahrain (from November 24 to 28, 2026) to discover 600 exhibitors (including 35 watch brands) from around thirty countries.
Media-based organizers
On the American continent, the SIAR – held in Mexico City and celebrating its 20th anniversary this year – is a not-to-be-missed event. Its unique feature is its dual format: a main edition with around 50 exhibitors of all sizes in October and a smaller edition for small independent brands in June. Awards and gala dinners enrich the content. Its founder Carlos Alonso is a pioneering, resilient figure greatly appreciated across the industry and also the publisher of Tiempo de Relojes magazine (see our interview here). We interviewed him (read what he had to say in full on WorldTempus). Named after the eponymous magazine, WatchTime New York is shorter (two to three days) and more recent (created in 2015), undeniably energizing the local watchmaking community with an accessible, friendly approach. Its German counterpart, WatchTime Düsseldorf, is only six years old yet attracts far more people (brands and visitors) in a more ambitious, deliberately structured format at the end of October. GMT is also a media partner.
“Go West, young man”
A country of conferences and trade shows, the United States hosts plenty of such events, particularly in Las Vegas – home to the famous JCK (since 1991, focused on the entry-level segment) and Couture Show (since 1995, B2B and far more selective). The two overlap in June and give pride of place to jewelry. This year, for the first time, Couture is partnering with Geneva-based Time To Watches to offer a selection of independent brands and young designers that are increasingly in demand aong American retailers. That is exactly the position held since 2022 by Time To Watches, whose popularity has skyrocketed since it was staged a stone's throw from Watches and Wonders. This first participation in Couture is a crowning achievement for founder Christian Wipfli, who previously made a name for himself by organizing the Swiss Boat Show..
Also in the U.S., Aspen Watch Week was launched by retailer Oliver Smith in 2023 – mainly around 15 major brands that he represents, as well as other local stakeholders – and is due to hold its third edition in mid-August 2026. At the crossroads of watchmaking craftsmanship and New York culture, Indies.NYC was created in 2024 in New York by Jon Cruys, a Belgian collector who founded Redbar in Shanghai in 2017. Premium independent watchmakers and collectors share their passion in a trendy bowling alley for a single day, against a backdrop of hip-hop, poetry and photography.
Proving Themselves
In Asia and, paradoxically, in India, initiatives launched over the past decade by institutional players (Watches and Wonders Shanghai) or private actors (Shanghai Watch Club) have not endured over time. Announced in Geneva this month, the first China Watch Week will take place in Shenzhen from June 26 to 28, 2026. Organized by the watchmaking innovation and trade platform Winnotime, it succeeds the China (Shenzhen) Watch & Clock Fair.
In India as well, attempts to establish a purely watchmaking event within the landscape have come from media outlets and other members of the watch community, but so far without lasting success. For its second edition in January 2026, India Watch Weekend brought together around twenty brands from various backgrounds and one thousand visitors. The Mumbai-based event, which harbors international ambitions, took a first step in that direction by welcoming the Fondation de la Haute Horlogerie.
As for LVMH Watch Week, it is held every January in a different city and on a different continent, allowing the Group’s nine watch brands to present their new releases to media from around the world (see our article here).
