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’Horlogerie de Genève.
Our very own Tim Jeffreys and TanTan Wang will join Geneva-based Andy Hoffman this year—and they’re eager to get hands-on with new watches—and report on the week as it unfolds. From the biggest names in Swiss watchmaking to inventive independents, there will be plenty to see. Stay tuned here on the site for all the latest updates, and also be sure to follow the Hodinkee Instagram, along with Andy’s, Tim’s, and TanTan’s accounts.
For more on Geneva Watch Days 2026 and the exhibiting brands, visit the website. For our coverage of last year’s Geneva Watch Days, click here.
