Audemars Piguet and 10 other brands were announced as new participants in Watches and Wonders Geneva 2026 on 23 September 2025. The fair has since concluded: the event took place from 14 to 20 April 2026, and the Foundation’s current event page lists 65 participating brands.
Which new brands were announced?
The Watches and Wonders Geneva Foundation’s announcement named Audemars Piguet and these 10 additional brands as new participants:
- Behrens
- Bianchet
- B.R.M Chronographes
- Charles Girardier
- Corum
- Credor
- Favre Leuba
- l’Epée 1839
- March LA.B
- Sinn Spezialuhren
The announcement described l’Epée 1839 as a high-end clock specialist. Beyond that distinction, the list alone does not establish what each brand presented at the fair.
How many brands participated?
The Foundation projected 66 exhibiting brands in its September 2025 announcement. Its current official event page, which says the 2026 edition has concluded, lists 65 participating brands. The available official sources do not explain the difference, so the announcement’s 66 should be treated as a forecast, not the final post-event count.
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When did the fair take place?
Watches and Wonders Geneva ran from 14 to 20 April 2026. The announced schedule comprised four days for trade professionals followed by three days open to the public. Audemars Piguet specified the public dates as 18–20 April and listed Palexpo, Route François-Peyrot 30, 1218 Le Grand-Saconnex, with entrances via Halls 2 and 5.
What else changed for the 2026 edition?
The Foundation presented the Salon at Palexpo and the city’s In The City program as one event, with a cultural program extending beyond the exhibition venue. Its September 2025 announcement also described expansions to two spaces for independent creators:
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| Space | Announced exhibitor count |
|---|---|
| Carré des Horlogers | Expanded from 16 to 23 |
| Mezzanine | Expanded from 9 to 15 |
The Foundation said a free shuttle was planned to connect the Salon and In The City. It also described the LAB as an opportunity for startups, companies, and laboratories to submit high-value-added initiatives related to watchmaking.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What did Audemars Piguet present?
Audemars Piguet described its presence as a heritage-focused experience at Palexpo and across Geneva, with hands-on and educational activities. Its exhibition addressed the historical établissage system—a collaborative production model—and the collection it inspires.
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The brand also described an AP Lab in central Geneva, open from 8 April to 28 June 2026. That related city activity ran longer than the fair itself. Audemars Piguet’s Chief Executive Officer, Ilaria Resta, said: “The experiences we have created will engage the public in new and unexpected ways. We hope you enjoy the journey!”
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