Geneva Watch Days began in 2020, when eight brands (Breitling, Bulgari, De Bethune, Girard-Perregaux, H. Moser & Cie, MB&F, Ulysse Nardin and Urwerk) needed somewhere to show their watches after the pandemic shut down the usual trade fairs. Rather than book one hall and call it a day, they scattered themselves across Geneva’s hotels and boutiques over a period of a week and invited the public in for free.
By 2025, the format had proven itself, drawing 66 brands, roughly 14,000 visitors and close to 1,900 industry professionals, retailers, collectors and media through Geneva. This year’s 71 brands make 2026 the biggest edition yet, all set to display their watches from September 2nd to 6th across the city.
Central to the show is the Main Pavilion at the Rotonde du Mont-Blanc, right on the lake, alongside a new addition for 2026: the Blue Box, a curated exhibition of more than 130 watches grouped into four themes (Air, Earth, Fire and Water).