With more public-facing events in 2026, including activities in the city center to promote the Swiss city’s position as a global center for watchmaking, the annual fair represents a major economic boost for the city and the Swiss canton. With retailers from Europe, Asia, and the U.S. traveling to Geneva for the annual fair, Watches and Wonders generates the equivalent of some 50,000 hotel stays in the city and surrounding area during the event.
Watches and Wonders could expand even further, hosting up to about 100 brands, the foundation executives say. Anchored by Rolex, Patek Philippe, and Richemont marques (including A. Lange & Söhne, Cartier, IWC, and Vacheron Constantin), Watches and Wonders now includes LVMH brands such as Bulgari, TAG Heuer, and Zenith, as well as Hermès and Chanel. Swiss independents, including Oris and Norqain, as well as international players such as Grand Seiko of Japan and Germany’s Nomos, also participate.
