Trade fairs in Switzerland have always been more than showcases for watches. They are places where heritage meets experimentation, where brands not only present new pieces but also define their role in the larger story of horology. That is why the announcement that Audemars Piguet will return to Watches and Wonders in 2026 carries weight. After five years away, the Le Brassus manufacture has chosen to rejoin the industry’s most important stage.
When AP left what was then SIHH in 2019, it cited a need to strengthen direct connections with its clients. Since then, the ground beneath the industry has shifted more than once. The pandemic disrupted supply chains and events. The United States imposed tariffs on Swiss watches, sending shockwaves through exports and pricing at a moment when margins were already under pressure. Those tariffs were first announced, somewhat ironically, during Watches and Wonders itself. Against this backdrop, the decision to return suggests that Audemars Piguet now sees collective visibility and industry solidarity as essential.
The brand will not be alone in returning. Ten others are set to join the exhibition for the first time, including Credor, Corum, Favre Leuba, and Sinn Spezialuhren, bringing the total roster to 66. The show is still more intimate than Baselworld in its prime, but that is part of its draw. Collectors and retailers alike value its balance of established houses and rising independents. The Carré des Horlogers will expand from 16 to 23 exhibitors, reinforcing the fair’s commitment to smaller ateliers.
The 2026 edition will take place April 14 through 20 at Palexpo in Geneva, with a growing emphasis on extending the experience across the city. Programming in museums, boutiques, and restaurants will make Watches and Wonders feel less like a closed trade event and more like a cultural moment. For enthusiasts who cannot enter the main halls, this citywide approach offers a way in.
For Audemars Piguet, timing is key. The maison celebrated its 150th anniversary this year and drew attention with a striking perpetual calendar. Few expect its return to Geneva to be understated. Some presences naturally shift the atmosphere of a room, and AP is one of them.
We attended Watches and Wonders earlier this year and saw firsthand how the event continues to grow while staying refined. That makes it easy to imagine the impact of AP’s return. The fair is evolving, and in many ways, so is the industry around it.
Not all will be there. Montblanc, Bell & Ross, Speake-Marin, and MeisterSinger have stepped away for 2026. Their absence will be noted, but the conversation will inevitably circle back to Audemars Piguet. Five years is a long time in this business. Coming back now, in a period of both recovery and recalibration, makes the return more than just symbolic. It is a statement.
Read more about our favorite watch from last years Watches & Wonders here.
