With 87 brands present and 10,450 visitors — a 10% increase compared with 2025 — the 2026 edition of Time to Watches, held from 14 to 19 April, confirmed its strong growth and its consolidation as one of the most dynamic events in the watchmaking sector.
The increase in collector attendance highlighted a growing trend: interest in more independent, creative and accessible watchmaking, where personal connection matters more than the traditional trade fair format. In this open environment, brands found fertile ground for exchanging ideas, experiences and business opportunities.
A “VILLAGE” THAT REINVENTS THE CONCEPT OF A TRADE FAIR
With its “watchmaking village” concept, Time to Watches continues to challenge the sector’s traditional exhibition model. The 2026 edition adopted a more immersive and relaxed approach, turning the event into a true collective experience.
The opening was themed “Las Vegas arrives in Geneva,” also anticipating the event’s next chapter in the United States. The opening night set the tone for the week: a watchmaking experience to be lived and shared, outside the usual conventions.
The ribbon-cutting ceremony included several institutional and industry figures, among them representatives of the municipality of Le Grand-Saconnex, the Swiss Watch Industry Federation and the Canton of Geneva, as well as Christian Wipfli, founder and director of the event. The ceremony gave way to a festive evening with hundreds of guests.
A WEEK OF EXPERIENCES AND CONNECTION
The event was designed as a true festival. Throughout the week, the programme included workshops, live demonstrations, content production, interactive experiences and opportunities for socialising.
At the heart of the venue, the “Garden” served as the main meeting point, bringing together visitors and professionals across lounge areas, food trucks and networking zones. From morning until the end of the day, the atmosphere reinforced the more human and collaborative character of contemporary watchmaking.
Spaces such as the Villa, the Annex, the Lodge and the Cellar were dedicated to professional meetings and business discussions, supporting the event’s commercial side.
INTERNATIONAL EXPANSION AND FUTURE
With this dynamic, Time to Watches reinforces its ambition to redefine the way watchmaking is experienced and shared. The next step will be participation in Las Vegas, at the Time to Watches @ COUTURE, from 27 to 31 May 2026, before returning to Geneva in 2027.
“We are proud to have helped transform the philosophy of watch fairs. Yes, there are launches. Yes, there is business. But above all, there is pleasure and human connection”, said Christian Wipfli.
Image Credits: © Jean-Luc Auboeuf, Time to Watches
