Geneva Watch Days
Geneva Watch Days is the watchmaking event that lives in Geneva — open, decentralised and independent since 2020. Rather than gathering everyone under one roof, it turns the city itself into the venue: Maisons receive visitors in their own showrooms, hotels and spaces across Geneva, and admission is free.
It was born from a refusal. In 2020, with the great watch fairs silenced, eight Maisons put together an event in a matter of days on the initiative of Bvlgari: Breitling, Bvlgari, De Bethune, Girard-Perregaux, H. Moser & Cie, MB&F, Ulysse Nardin and Urwerk. The format they chose — accessible, efficient, and built on direct contact between brands, professionals, media and collectors — is the one the show still keeps.
The seventh edition ran from 2 to 6 September 2026 and brought together 71 Maisons, more than 14,000 visitors and over 1,900 professionals across five days. It is organised around four spaces: the Blue Box exhibition, the Pavilion stage for talks and the charity auction, the showrooms spread across the city, and the Collectors’ Lounge.
Discover more about the show:
Visit the official Geneva Watch Days page
