As the summer begins, next year’s Watches & Wonders (and the larger trade show agenda) is beginning to take shape. News broke this morning that Watches & Wonders will be adding several new brands to their show, which is slated for April 5-11 in Geneva, and will once again be held at Palexpo.

The big story is that House of Brands, the new group fronted by Georges Kern including Breitling, Universal Geneve, and Gallet, will have space at Watches & Wonders 2027. Breitling has never participated in Watches & Wonders, but for as long as the show has existed, the brand has held parallel events in Geneva or events timed just before the show itself. Now they will be in the thick of it, along with their two sibling brands in a newly formed luxury group, each sitting at different ends of the market. We covered Universal Geneve’s return here. Gallet, to this point, has not made any announcements as far as products or availability, but they are expected to sit at a price point a tier below Breitling. 

The Breitling news comes a week after the surprise announcement of an entirely new show to be held in Basel next year. The new fair, Basilia, is set to debut in April and is a product of MCH Group and Informa Markets. According to a press release, Basilia expects to attract more than 400 exhibitors, including “manufacturers, designers, brands, retailers, wholesalers, distributors and sourcing specialists from around the world.” No word yet on any specific brands that have signed up for Basilia. 

Next year is shaping up to be a radically different one in terms of trade shows, particularly if Basilia fills a gap left by Baselworld, which was a true B2B trade event for many suppliers and brands adjacent to watch retail. 

The elephant in the room (or, not in the room) is what’s to come of the Swatch Group brands. They have steadfastly resisted participating in Watches & Wonders, and among the big luxury groups, they are the one that has the least coherent strategy for navigating this new environment. Swatch Group’s exit from Baselworld in 2018 is seen by many as one of the final nails in the coffin for that show (the Covid-19 pandemic being the other). 

We’ll have more information on Basilia and any additional changes to the Watches & Wonders roster as it becomes available.