Audemars Piguet Joins the Party at Watches and Wonders Geneva 2026
Audemars Piguet returns to the global stage as it joins Watches and Wonders Geneva 2026, marking a milestone for collectors.
Geneva will once again become the beating heart of fine watchmaking next spring as Watches and Wonders Geneva 2026 welcomes Audemars Piguet to its exhibitor line-up.
The announcement, made on 23 September 2025 by the Watches and Wonders Geneva Foundation, confirms that the legendary Le Brassus manufacture will exhibit alongside ten other new brands at Palexpo from 14 to 20 April 2026.
Credit: Audemars Piguet
This is not just a calendar update. For Audemars Piguet, it represents a return to the global stage after stepping away from the watch fair circuit following SIHH 2019.
For collectors, it signals the chance to experience the brand’s novelties in a setting that brings together the full spectrum of haute horlogerie.
The 2026 edition of Watches and Wonders will feature sixty-six exhibiting brands, its largest roster yet, including other newcomers such as Corum, Credor, Favre Leuba, Sinn Spezialuhren and l’Epée 1839, the latter renowned for its exceptional clocks.
The event is also being redesigned to enhance visitor experience, with expanded exhibition areas and improved visibility for independent artisans through the enlarged Carré des Horlogers and Mezzanine spaces.
The Salon programme is being united with “In The City” activities to create a single, seamless experience that will include museum openings, after-work events, workshops and the signature Thursday nocturne.
Transfers between venues will be facilitated by a complimentary shuttle service, underlining the ambition to make Geneva itself a watchmaking capital for the entire week.
While Audemars Piguet has not disclosed its specific plans for the fair, the anticipation is already palpable. Its presence is expected to shine a spotlight on the Royal Oak, Royal Oak Offshore and Code 11.59 collections, as well as potential innovations that may mark the next chapter in its watchmaking story.
Industry observers view this return as a sign that the maison is seeking to balance its highly successful direct-to-client strategy with a renewed presence on the global stage.
The brand remains the oldest fine watchmaking manufacture still owned by its founding families, and its participation in Watches and Wonders strengthens the event’s position as the most important showcase of horological excellence worldwide.
“The 2026 edition of Watches and Wonders Geneva marks a turning point in our desire to set Geneva as a leading destination,” said Matthieu Humair, Chief Executive Officer of the Watches and Wonders Geneva Foundation. “Our ambition is to offer a genuine city-wide cultural programme that goes beyond the Salon. We want to provide visitors of all generations with a rewarding, entertaining and diverse experience.”
For high-net-worth collectors, this convergence of heritage and innovation will make Geneva an essential destination in April. With Audemars Piguet’s return, Watches and Wonders 2026 is poised to deliver a week of discovery, conversation and inspiration at the highest level of horology.
