A Look Back at Geneva Watch Days 2026

Geneva Watch Days 2026, the seventh iteration of the luxury watch world’s most decentralized and second-biggest event, ran from September 2-6. Beyond the 67 watch brands present (plus a few more at unofficial “satellite” events around the city), GWD 2026 offered a Fondation de la Haute Horlogerie exhibition, a Phillips charity auction, watchmaking-school activities, a place to check your watch’s timekeeping, and various symposiums. I had a great time. Like always, the Geneva Watch Days 2026 events were concentrated around La Rotonde du Mont-Blanc on the Quai du Mont-Blanc lakefront, with other activity spread across the highly walkable city of Geneva, Switzerland.

Before we get into the details of the fair itself, let’s look at some of the best watches shown off at Geneva Watch Days. Some were brand new releases just for GWD, while others were fairly-recent releases:

Photos from Geneva Watch Days 2026

When Was Geneva Watch Days 2026?

Geneva Watch Days officially began at 2PM on September 2 and concluded at 4PM on September 6. Throughout the fair, aside from evening events, activity largely occured between 10AM and 6PM.

Where Was Geneva Watch Days 2026?

Geneva Watch Days is defined by its relative decentralization, but here’s where it was concentrated in 2026:

• Main Pavilion at Rotonde du Mont-Blanc: The central public lakefront hub for events.
• Blue Box: Next to the Main Pavilion, this is where you can see all the participating maisons’ novelties on display, and watchmaking-related activities (like Horopedia’s interactive encyclopedia). Some have both French and English options. The Blue Box replaces the “glass box” of previous years.
• Hotels: A large number of brands use hotel suites and salons for presentations. Several brands presented at the Hôtel Beau-Rivage Genève, as well as the Hôtel d’Angleterre, Mandarin Oriental Genève, and Hôtel Eastwest, while Universal Geneve basically got a sweet Airbnb.
• Boutiques near Rue du Rhône: Bulgari, MARLI New York, and other brands with showrooms near the action opened their doors to the influx of visitors.
• M.A.D.Gallery: The MB&F M.A.D.Gallery on Geneva’s Rue Verdaine was open to visitors throughout the week.

Is Geneva Watch Days Free?

Yes, Geneva Watch Days is free.

Watch Brands at Geneva Watch Days 2026

While a few of the brands seen at Geneva Watch Days are owned by LVMH, Citizen or other conglomerates, the vast majority of them are independently owned. And although the biggest players in the luxury watch world tend to exhibit their new goods at Watches and Wonders, GWD actually has more exhibitors. And on average, they’re also more upscale–there were a ton of seriously high-end brands to check out.

There were 71 official exhibitors tied to Geneva Watch Days 2026, but not all of them make watches. L’Epee makes clocks, Keris makes kinetic sculptures of watch movements, Phillips is there to run a charity auction, and Artisans de Geneve got famous for customizing Rolex watches. So without further ado, here are the 67 watch brands that were there:

All 67 Watch Brands Officially Appearing at Geneva Watch Days 2026

Brand	Summary
Akhor	New Geneva brand (mostly $35k-$100k), cushion cases, Geneva Seal on every movement. Backed by parts maker Clamax.
Alpina	Mostly $1k–$4k sports/heritage watches (Alpiner, Startimer), owned by Citizen Group, sister brand to Frédérique Constant.
Alto	Paris-based indie with angular faceted octagonal cases, $20k and up. Creative director is ex-Cartier senior watch designer Raphaël Abeillon.
Amida	Unusual “digital” (not electronic, but literally digits displayed numerically) hour and minutes displays, starting around $3,500. Their 1976 Digitrend inspired the MB&F HM5.
BA111OD	Mostly $1k–$4k watches sold direct-to-consumer, with flying tourbillons as low as $14,300
Beaubleu	Dress watches with Miyota movements and weird circular hands, assembled in France. Models with “floating seconds” start around $1,700.
Beauregard	Montreal gem-dial jewelry watches, often six figures. Founder Alexandre Beauregard is a lapidary.
Beda’a	$850-$4.5k Qatari-owned dress watch brand, many with octagonal cases.
Behrens	China-based, mostly $3k–$14k, including unusual designs and some of the lightest watches in the world
Bell & Ross	Mostly $4k–$8k square sports watches, often aviation-themed. (See our guide to Bell & Ross watches for more info.)
Bianchet	Skeletonized in-house tourbillons, frequently with Richard Mille vibes and $70,000+ price tags.
Bimbu	High-end three-hand watches with stone dials, skeletonized lugs and a bit of an Audemars Piguet Code 11.59 vibe, mostly $15,000-$20,000.
Breitling	Mostly $5k–$12k sports watches on the big/shiny side, known for chronographs like the Navitimer and Chronomat. Probably the most mainstream brand at Geneva Watch Days 2026.
Bremont	Mostly $4k-6k sports watches, British-owned.
Bvlgari	Jewelry house that makes serious watches, particularly the Octo Finissimo ultra-thin line (which includes some of the thinnest watches in the world), excelling in the $10k-$20k range.
Byrne	Cuboid hour markers rotate to show four different fonts/styles, $30,000 range. (See our guide to Byrne watches for more info.)
Cédric Johner	Geneva-based, only makes a few watches per year, often with hexagonal dials. Known for $38k Abyss chronos with refinished Valjoux 23 movements.
Claude Meylan	$5k-$10k skeletonized watches and nothing else.
Corum	Known for the Coin Watch, the Admirals Cup with 12-sided bezel, Golden Bridge movements and more. Prices start around $13.5k.
Czapek	The Czapek Antarctique is one of the hottest integrated-bracelet luxury watches in the $25k-$45k range.
Daniel Roth	Known for their double-ellipse case, this was one of the hottest indie brands of the 1990s, recently revived by LVMH and moved even farther upscale ($65k and up).
David Candaux	Vallée de Joux indie in the $250k ballpark, known among other things for his mindblowing vertical pop-up crowns. We’ve written about why David Candaux is a big deal in watchmaking.
De Bethune	Skeletonized lugs and exquisite finishing. Some of the hottest luxury sports watches in the $100k-$200k range.
Dennison	The most affordable brand at Geneva Watch Days 2026. Mostly $500–$1,000 watches that punch above their weight especially in terms of dial quality. The ALD line was designed with Emmanuel Gueit.
DOXA	Legendary dive watch brand with a distinctive design language, excels in the $2k-$3k range.
Emmanuel Bouchet	Known for the Complication One. Prices over $150k.
Fears	Popular “microbrand” with cushion cases; $3k ballpark.
Ferdinand Berthoud	Chopard-owned, known for fusée-and-chain movements and prices exceeding $200k. (See our guide to Ferdinand Berthoud watches for more info.)
Frédérique Constant	Mostly $1k–$4k accessible Swiss manufacture; owned by Citizen.
Furlan Marri	Another popular “microbrand,” started with ~$300 mechaquartz chrono homage watches, now reaching over $3k.
Gallet	Storied Swiss chronograph brand now revived and owned by Breitling’s parent company.
Gerald Charles	Genta’s later brand; exclusively makes watches with the distinctive “Maestro” shape, similar to a Daniel Roth but more asymmetrical and with a stepped case. $15k-$30k for basic models, while perpetual calendars (with movements that match the case shape) are over $75k.
Gérald Genta	Founded by Gérald Genta and today owned by LVMH as an upscale “boutique” dress watch brand with limited offerings.
Girard-Perregaux	Known best for the Three Gold Bridges and the Laureato. Steel models mostly $10k–$25k, with high complications costing much more.
Greubel Forsey	Masters of inclined tourbillons, outstanding finishing. Only makes about 250 pieces a year, usually selling for over $200k each.
Hautlence	In my opinion, they make the coolest jump hour movements in the industry. Mostly $20k–$40k.
Kerbedanz	Makers of the world’s largest tourbillon (27mm), several offerings in the $200k+ range. Basic date watches start at $8k but nowadays they’re known for octagonal sports watches like the Kerbedanz Maxspor GR8 (starting around $45k).
Konstantin Chaykin	Moscow indie known for the Joker/Wristmons watches with “faces” that display the time, and also maker of the thinnest mechanical watch prototype (1.85mm) ever. Mostly $10k-$30k range.
Krayon	Rémi Maillat’s brand; known for excellent guilloche dial work and their Anywhere/Everywhere astronomical sunrise-sunset watches. Tiny brand, six figure range, highly respected by every rich watch geek I know.
L. Leroy	Private-equity-revived historic brand with high-end ultra-classic dress watches mostly from $20k–$80k.
Laurent Ferrier	Known for micro-rotor automatic movements, natural escapements, outstanding finishing and galet (pebble) cases, starting around $35k for basic models and reaching will into six figures for their double-hairspring tourbillons. See our guide to Laurent Ferrier watches for more info.
Lederer	Known for the Central Impulse Chronometer which has dual trains, remontoirs, a Daniels-style natural escapement and a price north of $150k.
Linde Werdelin	Polarizing Danish brand with Invicta x Hublot vibes and $15k–$25k price tags.
Louis Erard	Known for bold designs, regulators, and collabs with Vianney Halter and Seconde/Seconde. Prices start around $4k.
Louis Moinet	Founded in 2004, mostly with aggressive/maximalist design language. Prices start around $10k but tourbillons and gem-covered models can reach six figures.
MARLI New York	NYC jewelry brand, new to making Swiss watches. They have a “concentric paved” case aesthetic and faceted dials. $5.9k-$73.1k
Massena Lab	Famous for design collabs with popular indie brands.
Maurice Lacroix	Relatively value-focused (and often unfairly overlooked) Swiss brand founded in 1975. Lots of offerings under $5k.
Mauron Musy	Swiss brand known for patented gasket-free waterproof cases. Mostly $20k–$45k+.
MB&F	Max Büsser’s brand, known for making “mechanical art.” One of the most respected modern high-end watch brands in the industry; mostly $70k–$200k+.
MicroMilSpec	Mostly $2k–$4k Israeli titanium tool watches with integrated rubber straps.
Ming	Malaysian brand with a distinctive aesthetic; they got their foothold in the $3k market and have since gone upscale. One of the most innovative watch brands on the market, offering unusual dials and 3D-printed titanium mesh bracelets.
NAOYA HIDA & Co.	Upscale Tokyo indie watchmaker with ultra-classic aesthetic and prices largely in the $20k–$40k ballpark.
Oris	Known for offering sports watches with exceptional value in the $2k–$4k range. Actually independent.
Otsuka Lotec	Red-hot one-man (Jiro Katayama) indie brand from Tokyo, lots of retrograde hands and unusual parking meter-esque designs retailing for around $5k and selling for double secondhand.
Perrelet	This brand is obsessed with a turbine-themed aesthetic. Mostly $5k–$8k.
Renaud Tixier	Founded by the legendary Dominique Renaud (of Renaud & Papi) and Julien Tixier. ~$80k–$150k.
Réservoir	French brand with lots of large, legible numerals on the dial, along with bold colors and numerous art dials. Mostly in the $7k ballpark.
Singer Reimagined	Singer Vehicle Design’s watch arm, prices starting around $30k.
Speake-Marin	Early fixture of today’s upscale-indie world. Classic designs, mostly $15k–$60k with tourbillons costing more.
Stollenwurm SA	Masters of cloisonné enamel dial; six-figure prices.
Trilobe	Paris brand that uses rotating discs instead of conventional hands, mostly $10k-20k
Tutima Glashütte	Tool watches with long military history, mostly ~$4k-10k.
Unimatic	Mostly $600–$1,500 minimalist divers.
Universal Genève	Former Swiss watchmaking legend, now owned by Breitling and recently relaunched. Famous for chronographs, the Polerouter, the White Shadow and more.
Urwerk	Founded by Baumgartner & Frei; known for futuristic designs with wandering hours. Mostly $50k–$100k+.
Zenith	Known for the legendary El Primero high-beat automatic chronograph movement. Excels with steel chronographs around $8k–$12k.

Unofficial Watch Brand Appearances

Understandably, unofficial or so-called “satellite” events also pop up in Geneva concurrent to Geneva Watch Days. We stopped by to see a few of them at the new Watchmakers United boutique (which sells some phenomenal upscale indie brands):

Carl Suchy & Söhne	Austrian-owned brand mostly in the $10k ballpark, but also known for the $40k Waltz No. 1 Skeleton with a “waltzing” seconds disc at 6.
Klanic	Their first release is a $17,000 time-only watch with a manually wound vintage Unitas 6305N movement and a lovely textured dial. Hand anglage, no CNC.
Marco Tedeschi	Formerly known as Kross Studio, known for central tourbillons. They’re one of the watch brands Chanel has invested in.
Rudis Sylva	Known for the insane Harmonious Oscillator (“two mechanically interlinked balances driven by a single escapement”) which starts at ~$100k and can sell for far more.
Sartory Billard	French indie known for making cool dials and offering bespoke options; excellent pre-owned value in the $4k-$8k range.
Schwarz Etienne	Some of the best dial work there is in the $25,000-$40,000 range, plus they make their own hairsprings (which is exceptionally rare).

Event Schedule

Here’s a condensed version of the agenda from the Geneva Watch Days 2026 website:

Geneva Watch Days 2026 was a pretty laidback, awesome time, and it certainly seems to be the definitive meeting of high-end indie brands in the luxury watch world. We’re looking forward to the next one!