Audemars Piguet is officially set to return to Watches and Wonders in Geneva after a five-year absence. The last time the Swiss heavyweight participated was in 2018, when it was still named SIHH—back when it asserted that it would back away from typical trade shows in order to allow its efforts to be focused purely on direct relationships with clients and aficionados. But a lot has changed in the industry landscape since then with new tariffs, a different global luxury framework, and a new CEO, Ilaria Resta, steering the brand, so it indicates a strategic shift.
The 2026 edition promises to be the biggest edition yet, and Audemars Piguet is just one of a number of high-end brands added to the mix. The total number of brands will now be up to 66, including L’Epée 1839, Corum, Credor, Behrens, Bianchet, Charles Girardier, and Sinn Spezialuhren. The growth is very notable in the Carré des Horlogers area, which is for independent brands to show their latest innovations. It will grow from 16 exhibitors to 23 exhibitors, with more exhibitors on the mezzanine.
A Bigger Presence for Watchmaking in Geneva
The event will once again take place from April 14 to 20, at Palexpo in Geneva but the organizers are planning more than just events within the walls of the convention center. More exhibits and events are coming all over the city, including the local restaurants, museums, and boutiques. The programming will also include education-based events to make the experience more enriching for collectors and newbies alike.
Matthieu Humair, CEO of the Fondation de la Haute Horlogerie which organizes Watches and Wonders, gave a statement that the 2026 edition is positioning Geneva to finally be a definitive global watchmaking place. The idea is to shift the feeling for the event from being only insiders and privy to the event to a citywide experience of horological culture.
All Eyes on Audemars Piguet
While several brands are expanding their footprint—H. Moser & Cie and Frederique Constant are moving and enlarging their booths—there are brands that will not be returning. Montblanc, Bell & Ross, Speake-Marin, and MeisterSinger are all opting for a pass this edition.
But even amongst all of the added brands most obvious spotlight will be on Audemars Piguet. The brand celebrating its 150th anniversary, isn’t expected to show up quietly. After releasing a redesigned perpetual calendar this year and demonstrating a resurgence of demand across lines including Royal Oak and Code 11.59, the speculation around what they’re going to launch show isn’t slowing down anytime soon. For anyone hoping to snag one of the launches at the show, long waitlists even beginning before Geneva seems intangibly likely.
Audemars Piguet’s comeback isn’t a homecoming—its documentary proof of the brand’s renewed commitment to the industry stage. They’re continuing to trailblaze their brand path of direct-to-client strategy and product launches where innovation is first. Whatever they’ll have for Geneva, one things definitive: the spotlights will point toward Le Brassus.
