Geneva Watch Days 2026 Turns the City Into One Big Watch Salon

You don't need to wait until April to see what Geneva's watchmakers are working on. Geneva Watch Days 2026 brings collectors back to Geneva this September, with 69 watch houses spread between the Rotonde du Mont-Blanc and private showrooms across the city.

Bulgari, Breitling, De Bethune, MB&F, Girard-Perregaux, Greubel Forsey, Daniel Roth, Gérald Genta, Zenith, Urwerk and Laurent Ferrier are among this year's names.

Geneva Watch Days follows a different format from Watches and Wonders. Breitling, Bulgari, De Bethune, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk launched the event in 2020 after the industry's major watch fairs were cancelled. They spread their presentations across Geneva instead of gathering every Maison inside one exhibition hall.

Six years later, that format remains. The Main Pavilion at the Rotonde du Mont-Blanc becomes the meeting point, while participating Maisons receive collectors inside showrooms across Geneva.

Inside Geneva's Decentralized Watch Salon

The Pavilion opens onto Lake Geneva and acts as the starting point. This year, the adjoining Blue Box gathers the latest creations from participating Maisons in one exhibition. From there, collectors can move across Geneva for individual presentations and meet the watchmakers and Maison teams behind the pieces.

Bulgari and Breitling return as two of the event's founding Maisons. Daniel Roth and Gérald Genta bring two revived watchmaking names from La Fabrique du Temps Louis Vuitton into the programme. The independent names range from MB&F, De Bethune, Greubel Forsey and Laurent Ferrier to Urwerk, Konstantin Chaykin, Czapek, Ferdinand Berthoud, Furlan Marri, Ming, Louis Moinet, Trilobe and Renaud Tixier.

Inside the Collectors' Programme

Public access starts at the Main Pavilion, with talks, demonstrations and watchmaking sessions running throughout the five days. Konstantin Chaykin opens the programme with a live workshop. Meanwhile, the CaliberShip Challenge puts 20 participants behind Sellita mechanical movements to test their regulation skills before the movements go to the Contrôle Officiel Suisse des Chronomètres for evaluation.

On September 3, Didier Queloz, the Swiss astronomer who shared the 2019 Nobel Prize in Physics, joins astrophysicist Katie Mack, physicist and author Janna Levin and cosmologist Thomas Hertog for a conversation about our understanding of time. Other sessions turn to movement construction, craftsmanship, collecting and what makes a watch desirable.

The Collectors' Lounge hosts invitation-only Touch & Feel sessions and VIP cafés. Private breakfasts put guests around the table with watch-company CEOs. The official inauguration, Sponsors & Geneva Circle Night, GMT Private Party and Geneva Watch Days Garden Party also sit on the invitation-only programme.

From Patrouille Suisse to Bulgari: Inside the Charity Auction

The Geneva Watch Days charity auction with Phillips in Association with Bacs & Russo has previously offered one-off objects and experiences unavailable through the Maisons' regular client programmes.

Last year's lots included lunch and a training day with the Patrouille Suisse courtesy of Breitling, a complete set of 32 MB&F Minimilians, and a Bulgari experience spanning the Venice Biennale, its Valenza manufacture and Milan.

Since 2023, the auction has raised more than CHF400,000 for the Pierre Amstutz Fund, which supports watchmaking students and apprentices facing financial difficulties. This year's invitation-only auction returns to the Pavilion on September 3.