Announcements: Geneva Watch Days 2026 Will Take Place September 2-6
It's hard to believe that Geneva Watch Days, a watch fair that began in 2020 with fewer than 20 participating brands, now welcomes 68 watchmakers for its seventh edition. Taking place September 2-6, Geneva Watch Days has grown into one of the year's most jam-packed watch events, with brand presentations and launches spread across the city. Unlike traditional watch fairs like Watches and Watchers, Geneva Watch Days is decentralized, meaning that brands will present their latest creations at individual showrooms and locations across the city, rather than at one shared venue. At the center of the action is the Rotonde du Mont-Blanc, along the shores of Lake Geneva, where the event's Main Pavilion and Blue Box exhibition space will serve as central gathering points. The Pavilion will host discussions on the broader watch industry, while the Blue Box will showcase a curated selection of watches from different maisons in a themed exhibition. Five of the event's eight founding brands (Breitling, Bulgari, De Bethune, Girard-Perregaux, and MB&F;) will participate this year. They'll be joined by a diverse lineup of watchmakers, from major players like Zenith to independents such as Greubel Forsey, Ming, and Laurent Ferrier, many of whom will present new launches. On Thursday, there will also be a charity auction held by Phillips in association with Bacs & Russo. The sale's profits will help provide scholarships for students of Switzerland's oldest watchmaking school, École d'Horloge...
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