In a move set to redefine the landscape of luxury timepiece events in North America, COUTURE and Time to Watches have announced a landmark partnership that will debut at Wynn Las Vegas in 2026. This collaboration will bring together two worlds: the established prestige of COUTURE’s fine jewelry showcase and the dynamic, innovative spirit of Time to Watches.
Credit: © Jean-Luc Auboeuf, Time to Watches
Since its founding in Geneva in 2022, Time to Watches has quickly built a reputation for presenting independent and heritage watchmakers in a vibrant atmosphere that fosters authentic engagement. Meanwhile, COUTURE has long been recognized as the premier destination for fine jewelry and high-end timepieces, attracting the most distinguished retailers, brands, and media from around the world.
Now, united under one roof in Las Vegas, the two events will create a curated stage for watchmaking unlike anything the U.S. market has seen before.
The Vision Behind the Partnership
To better understand the significance of this milestone, we had the opportunity to speak directly with Gannon Brousseau, EVP of Emerald, and Christian Wipfli, Managing Director of
Time to Watches.
(Check out our previous interview with Gannon Brousseau, exploring the journey and vision.)
Brousseau underscored the synergy driving this partnership:
“Our retail partners are seeking the most creative, imaginative and unique points-of-view in the jewelry they present to their clients; the timepieces they opt to carry in their stores need to reflect this same vision.”
For Wipfli, bringing Time to Watches to Las Vegas represents both a natural progression and a bold new step:
"After many successful editions of Time to Watches in the world's watchmaking capital, it was natural to extend our event experience to the world's ‘Number 1 Market’ and offer brands a unique opportunity to unleash their business potential,” enthused Christian Wipfli. “The collaboration with COUTURE was an obvious choice, as this high-end event was a perfect fit with what Time to Watches has achieved in Geneva.”
Exclusive Interview Questions
Gannon Brousseau
- What was the driving force behind bringing Time to Watches into the COUTURE ecosystem, and how do you see it benefiting your retail partners?
Since they launched their event in Switzerland in 2022, we have admired Time to Watches’ approach to curating the timepiece brands with whom they partner. COUTURE is steadfast in our commitment to showcasing an exceptional curation of designer fine jewelry that highlights only the best in class in terms of design, creativity and innovation. As we grow our representation of this category, we wanted to ensure that the timepiece brands on display at our event are equally compelling; we are confident this collaboration will exceed the high expectations of our retail and media partners.
- Watches have always had a presence at COUTURE, but this collaboration signals a renewed emphasis — what makes now the right moment to strengthen haute horlogerie at the show?
As our retail partners’ businesses continue to evolve, we are dedicated to meeting their changing needs. By strategically growing our representation of watchmakers with a focus on highlighting unique perspectives, creativity and innovation, we are creating a comprehensive presentation that allows our retailers to discover timepiece brands that are complementary to the designer fine jewelry brands that they carry in their stores.
- How do you envision balancing COUTURE’s established reputation in fine jewelry with the growing spotlight on independent and avant-garde watchmakers?
The watchmakers that Time to Watches will be curating at COUTURE will be complementary to our designer fine jewelry offerings in terms of design, creativity and innovation. By showcasing this work in a focused and intentional way, we will be creating a seamless experience that our retail and media partners have come to expect from COUTURE.
- What opportunities does this partnership open up for U.S. retailers and international press that may not have been available before?
Those of our media and retail partners who are primarily focused on designer fine jewelry will now have an opportunity to become acquainted with watchmakers that share a dedication to exceptional design and craftsmanship. As with all of our exhibiting designer fine jewelry brands, they can meet with the individuals who are responsible for the creation of these pieces to gain a better understanding of their unique points of view, their motivations and their ongoing sources of inspiration.
Christian Wipfli
- Could you share your vision for Time to Watches as it debuts in Las Vegas, and how it aligns with the event's long-term identity?
For us, bringing Time to Watches to Las Vegas is both a continuation and an expansion of our original mission. Since its creation in Geneva, Time to Watches has been about building bridges between established manufacturers and new talents, between creativity and commercial reality, and above all, between the watchmaking community and its audiences.
Las Vegas represents the next natural step. By joining forces with COUTURE, we’re taking our philosophy of openness and curation to the world’s number-one luxury retail market. This debut aligns perfectly with our long-term identity: to remain an inspiring, dynamic, and high-quality platform for watchmaking culture wherever it thrives. We want Time to Watches to be recognized globally as the place where innovation, authenticity, and human connection come together to shape the future of horology.
- What can brands, retailers, and press expect to experience at Wynn Las Vegas that will feel different from the Geneva edition?
The DNA of Time to Watches will remain the same - curated, dynamic, and community-driven - but the Las Vegas edition will naturally have a different focus. Whereas our Geneva event welcomes both professionals and the public, the experience at Wynn will be strictly B2B, designed for retailers, brands, and media to connect and do business in an elegant, concentrated environment.
Within the COUTURE ecosystem, visitors will discover an exclusive selection of innovative watchmakers, perfectly integrated alongside the world’s leading jewelry houses. The dialogue between fine jewelry and haute horlogerie will take on new meaning here, fostering collaborations, storytelling opportunities, and visibility within the North American market.
In short, Las Vegas will offer a more business-oriented interpretation of Time to Watches, while preserving the authenticity, creativity, and human touch that define our Geneva edition.
- Having cultivated such a unique presence in the world’s watchmaking capital, what lessons from Geneva will you carry forward, and where do you see the biggest opportunities for adapting to the North American market?
From Geneva, we’ll carry forward the spirit of quality encounters and authentic connections that define Time to Watches. What changes in Las Vegas is the atmosphere: Villa Sarasin exudes the charm of Swiss watchmaking heritage, while Wynn offers the vibrant, international energy of COUTURE. This contrast is exciting—it allows us to translate our DNA into a new, business-focused, and highly dynamic context, connecting independent creativity with the unique pulse of the North American luxury market.
- How do you hope this collaboration with COUTURE will help shape the perception of independent and avant-garde watch brands in the U.S.?
Over the past few years, we’ve witnessed the emergence of a multitude of small, independent, and avant-garde watch brands—creative, authentic, and often underrepresented commercially, especially in the United States. Through our collaboration with COUTURE, we want to give them visibility on a stage that truly reflects their value and potential.
For American retailers, this is an exceptional opportunity to discover new voices in watchmaking —brands that combine craftsmanship, innovation, and storytelling —and bring them to their clients for the first time.
Our goal is to help shape a broader, more diverse perception of watchmaking in the U.S., one that celebrates independence and creativity alongside established names.
Why It Matters
This partnership signals more than just a larger watch presence at COUTURE. It represents:
- A stronger bridge between fine jewelry and haute horlogerie in the U.S.
- A curated platform for independent watchmakers to reach new audiences.
- Expanded opportunities for North American retailers and press to engage directly with global brands.
- A prestigious stage for innovation and craftsmanship in the world’s most competitive luxury market.
Credit: © Jean-Luc Auboeuf, Time to Watches
With Wynn Las Vegas as the backdrop, COUTURE 2026 promises to be an intimate yet powerful celebration of artistry, design, and connection.
Looking Ahead
COUTURE 2026 will take place from May 27 to 31, 2026, with the opening night set for May 27 at 6 pm. Registration opens in early 2026, offering the jewelry and watchmaking community an unparalleled opportunity to witness this new chapter in the evolution of luxury trade events.
As both Brousseau and Wipfli emphasized in our discussions, this is more than an event; it is a reconnection of heritage and innovation, tradition and modernity, and jewelry and timepieces. Together, COUTURE and Time to Watches are shaping what could become the most prestigious B2B watch event in the United States.
For more information, discover both shows:
