Milan: The New Watch Capital?
Why LVMH chose Milan for its 2026 Watch Week and what it means for the European luxury landscape.
LVMH Chooses Milan for Watch Week 2026 The luxury giant LVMH made a significant move by selecting Milan as the host city for its 2026 Watch Week, an important event that runs from January 19 to 22.
This decision marks a deliberate return to Europe for the conglomerate's prestigious watch showcase, following a split event in New York and Paris in 2025. Milan, often recognized as Italy's vibrant creative and fashion capital, was deemed an ideal location to unveil the latest mechanical innovations from LVMH's esteemed watch brands.
This choice clearly signals a strategic intent to leverage Milan's existing reputation within the global luxury sphere. The reasons behind LVMH's decision extend beyond Milan's fashion prowess.
The city serves as a central European hub, conveniently located near Switzerland, which is the birthplace of many traditional watchmaking houses. This proximity is beneficial for showcasing the intricate craft and expertise inherent in fine watchmaking.
Jean-Christophe Babin, CEO of the LVMH Watch Division and CEO of Bvlgari, highlighted that this event provides a fresh impetus for the fine watchmaking sector, allowing brands to present their newest creations to partners, journalists, and clients early in the year.
The gathering of nine LVMH watchmaking maisons, including Bvlgari, Hublot, TAG Heuer, and Zenith, underscores the group's commitment to highlighting its creative energy and ability to reinvent contemporary watchmaking.
LVMH's decision to stage its Watch Week in Milan holds considerable meaning for the wider European luxury landscape. It reinforces Milan's growing influence beyond fashion, firmly establishing it as a significant player in the global luxury and fine watchmaking arena. This move helps to consolidate the event's
