Audemars Piguet and 10 new brands join Watches and Wonders Geneva 2026 in a landmark expansion

The 2026 edition of Watches and Wonders Geneva is gearing up to be the most ambitious and culturally rich edition in the history of the world’s leading fine watchmaking fair. Announcing the arrival of 11 new brands, including the illustrious Audemars Piguet, this event is expanding in scale, content, and vision.

From April 14 to 20, Geneva will be transformed into a horological capital without borders, uniting the main exhibition salon and city-wide programmes into a single, immersive experience that celebrates craftsmanship, innovation, and watchmaking culture at every turn. Here’s the newness to look forward to.

Audemars Piguet

Among the newcomers, Audemars Piguet stands out as a historic return that many in the industry have long hoped for. Founded in 1875 in Le Brassus, the brand is celebrated for its mastery of complications and its daring approach to design.

Its DNA merges traditional Swiss expertise with avant-garde identity, famously embodied in the Royal Oak and Royal Oak Offshore collections, which redefined the very notion of a luxury sports watch. As the oldest fine-watchmaking manufacture still in the hands of its founding families, Audemars Piguet brings heritage, technical innovation, and creative audacity to the 2026 edition.

L’Epee 1839

Alongside it is l’Epee 1839, Switzerland’s only specialist in high-end clocks. The maison’s identity is rooted in mechanical purity and sculptural imagination, producing table clocks that are part-engineering marvel and part-kinetic art. From futuristic collaborations to intricate traditional presentations, l’Epee 1839 has carved out a singular place in contemporary horology, making it an exciting addition to the fair.

Behrens

Independent upstart Behrens also joins the roster. Known for its unconventional and highly mechanical visual complications, Behrens blends architectural design with experimental movement engineering. Based in China but operating with Swiss movement partners, the brand has made a name for its creativity and kinetic displays that appeal to a younger, concept-driven collector base.

Bianchet

Bianchet brings a different sensibility with its contemporary tonneau-shaped watches inspired by the Fibonacci sequence. The brand fuses Italian design flair with Swiss precision, producing lightweight, technical timepieces that highlight mathematical harmony and a modern sports-luxury aesthetic.

B.R.M Chronographes

With B.R.M Chronographes, visitors can expect racing-inspired engineering taken to an artisanal extreme. The French brand is built around motor-racing culture, with watches incorporating shock absorbers, lightweight materials, and a mechanical rawness that mirrors high-performance automotive design.

Charles Girardier

A revived Genevan historical name, Charles Girardier adds a note of classical beauty to the fair. The maison is recognised for its enamel artistry and signature “Magical Watch” complications featuring animated dial elements. Its strength lies in traditional metiers d’art expressed with contemporary refinement.

Corum

Corum’s arrival is another highlight. Known for its boldness and willingness to break conventions, the Swiss brand made history with the iconic Golden Bridge and the Admiral collection. Its identity blends technical ingenuity with a flair for unusual shapes and architectural movements.

Credor

Credor represents the pinnacle of Japanese horology under the Seiko umbrella. Its DNA is rooted in traditional Japanese aesthetics and extraordinary hand-finishing, particularly seen in its Spring Drive and ultra-thin mechanical masterpieces created by the Micro Artist Studio. Credor’s presence elevates the fair’s global diversity.

Favre Leuba

The second-oldest Swiss watch brand, Favre Leuba brings a story of pioneering exploration. Known historically for technical tool watches such as the Bivouac and the Bathy, the maison’s DNA is built on adventure, altitude, and depth — timepieces designed to withstand the extremes.

March L.A.B

March LA.B introduces a stylish Franco-Californian sensibility. Its designs pay homage to the 1960s and 70s with sleek silhouettes and vibrant colours. The brand is well-received for its vintage-inspired elegance, offering refined everyday watches with a rebellious twist.

Sinn

Rounding off the new entrants is Sinn Spezialuhren, renowned for engineering-driven tool watches rooted in German precision. Based in Frankfurt, the brand is famous for its mission timers, aviation instruments, and technologies like tegimented steel and dehumidifying systems. Its DNA emphasises reliability, innovation, and extreme robustness.

Enhanced fair experience

Altogether, these additions bring the number of exhibiting brands to 66, prompting a significant redesign of the salon. Independent artisan-creators will be spread across two expanded zones — the Carre des Horlogers and the Mezzanine — ensuring visibility and a more coherent visitor flow. This expansion underscores Watches and Wonders’ commitment to both established maisons and emerging voices.

Innovation takes centrestage with the enhanced LAB, now open to start-ups, laboratories, and companies eager to showcase forward-looking technological projects. For many, this will be a gateway to discovering new materials, techniques, and digital horizons that may shape the next era of watchmaking.

Beyond its Palexpo location, Geneva itself becomes an open stage. Museums, workshops, entertainment evenings, afterwork programming, and the much-loved Thursday nocturne will animate the city. Free shuttle services linking the salon and city venues ensure seamless movement for visitors, professionals, and enthusiasts.

As Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, affirms, the 2026 edition marks a decisive turning point: a unified, city-wide cultural program designed to make Geneva the world’s beating heart of horology. With more brands, more innovation, and a richer programme than ever, Watches and Wonders Geneva 2026 promises a transformative week of discovery for all generations.