The Excitement Returns in Geneva
Some events never lose their magic, no matter how many times you experience them. Watches and Wonders Geneva 2026 was exactly that: a mix of adrenaline, excitement, and watchmaking passion that could be felt the moment you walked through the doors.
During the week in Geneva, our founder had the opportunity to meet with Leon Kehyeyan, owner of La Maison Monaco. Together, they discussed the evolving watch industry while visiting brands such as TAG Heuer, Hublot, and Zenith, brands proudly represented by La Maison Monaco across Quebec and Ottawa, Ontario.
After attending ten editions of Baselworld, arriving in Geneva for Watches and Wonders brought back a familiar feeling. “I still have butterflies in my stomach,” he admitted, describing the excitement of discovering the brands, the novelties, and the atmosphere surrounding the event.
Beyond the launches, what truly makes the event unique is having major manufactures, independent brands, collectors, retailers, and enthusiasts from around the world gathered under one roof. Watches and Wonders is not just a trade show. It is a celebration of watch culture.
TAG Heuer and the Triumphant Return of the Monaco
One of the highlights of the visit was the booth of TAG Heuer, where the brand made it clear that the chronograph remains a core part of its identity.
The star of the presentation was the return of the iconic Monaco with the crown on the left side, inspired by the legendary Calibre 11. This modern reinterpretation arrives in titanium alongside additional variations that reinforce the model’s historical identity.
Beyond aesthetics, TAG Heuer also introduced a genuine mechanical innovation: the new Evergraph movement. As Leon explained during the visit, the system reduces the chronograph’s friction points from four to one, improving efficiency and allowing for longer service intervals. It is a technical evolution that proves the brand is looking toward the future while respecting its heritage.
The skeletonized dial also stood out for maintaining excellent legibility, something that is not always easy to achieve with this type of design.
And of course, TAG Heuer’s connection with motorsport remains stronger than ever. Between Formula 1 partnerships, special activations, and the upcoming Canadian Grand Prix in Montreal, the brand continues to strengthen the bond between racing and watchmaking.
Hublot Wants to Remind the Industry It Is Serious Watchmaking
The visit to Hublot delivered a very clear message: the brand is actively working to reposition itself not only as a bold and flashy name, but also as a serious watch manufacture.
Under the leadership of new CEO Julien Tornare, Hublot appears determined to emphasize its watchmaking expertise, especially through the Unico movement and the Big Bang Reloaded collection.
The new pieces in blue ceramic, green ceramic, titanium, and Magic Gold attracted significant attention. The skeleton architecture and the visible column wheel at 6 o’clock reinforced the technical focus behind these watches.
At the same time, Hublot did not abandon its bold collaborative spirit. The limited editions dedicated to Usain Bolt and Kylian Mbappé became two of the most talked-about releases at the booth.
The Usain Bolt edition was particularly impressive, combining ceramic, frosted carbon, and 18k rose gold in a single case. Sporty, aggressive, and surprisingly comfortable on the wrist, the watch also featured the phrase “Trust Yourself,” adding an emotional storytelling element that resonates strongly with collectors today.
Zenith Focuses on Fewer Releases, but Stronger Ones
At the booth of Zenith, one of the biggest themes of this year’s show became obvious: fewer releases, but more meaningful ones.
The days of endless trays filled with countless novelties seem to be fading away. In 2026, Zenith focused on presenting fewer watches with stronger purpose and clearer identity.
One of the standout pieces was the Chronomaster Sport Skeleton, which keeps the sporty essence of the collection while introducing a smoked skeleton dial with remarkable readability. Zenith also introduced a new patented micro-adjust clasp, a feature many collectors had been waiting for.
The true centrepiece, however, was the new GFJ 161st Anniversary Edition. Following the success of last year’s platinum version, Zenith unveiled a stunning yellow gold edition featuring a green bloodstone dial, limited to only 161 pieces in celebration of the manufacture’s anniversary.
The watch not only impressed visually but also highlighted Zenith’s strong technical momentum following the previous GFJ’s victory at the GPHG Chronometry Award.
La Maison Monaco: Bringing the Geneva Experience Back to Canada
An important part of the conversation during Watches and Wonders Geneva 2026 was the role retailers play in connecting brands with collectors. Leon, representing La Maison Monaco, emphasized how important it is for enthusiasts not only to discover novelties online but also to truly experience them in person through boutiques and exclusive events.
With locations across the province of Quebec & Ottawa, Ontario, La Maison Monaco continues to strengthen its relationship with the watch community through special activations, collector gatherings, and experiences connected to events such as Formula 1 weekend in Montreal.
The stores mentioned during the conversation included:
- TAG Heuer Boutique Ottawa
- Zenith Boutique Montreal
According to Leon, one of the most exciting moments after Watches and Wonders is bringing these novelties back to clients and enthusiasts, allowing them to experience the watches on the wrist, discover the materials, and connect with the story behind each piece.
Discover all Monaco destinations:
Lasalle
Mont Royal (Maison Monaco, IWC, Montblanc, TAG Heuer)
Montreal
Nepean
Ottawa
Quebec
Saint Jérôme
St Bruno
Watches and Wonders 2026: Less Noise, More Identity
As the show came to an end, both Thomas J. and Leon shared the same conclusion that seemed to define many brands this year: less is more.
Watches and Wonders Geneva 2026 was not about quantity. It was about intention. Brands appeared less focused on releasing dozens of references and more focused on presenting watches with clear storytelling, real innovation, and strong identity.
And perhaps that is exactly what makes modern watchmaking so special today. It is not only about materials, movements, or complications. It is about emotions, stories, and human connection. From seasoned collectors to first-time visitors in Geneva, everyone seemed to share the same feeling: those butterflies in the stomach.
Because in the end, for people who truly love watches, Watches and Wonders is not simply a trade show. It is a reminder of why this passion never stops being exciting.
