Photo Report: Geneva Watch Days 2026
I'll admit it, Geneva Watch Days is one of my favourite times in the city. It's when our industry reunites after a long, heatwave-themed summer to meet friends from all corners of the watch world and get hands-on with the latest pieces from some of the hottest and most interesting brands. And that's the thing about this summer show: while Watches & Wonders draws our attention to the larger players, Geneva Watch Days lets us take a breather, slow this rapidly moving industry right down, and spend time with watches and brands of all sizes. Don't get me wrong, Bvlgari, Zenith, Daniel Roth, Girard Perregaux, MB&F;, and Breitling attend, but its city-centered format and later date on the calendar mean there's much more time to see smaller names and discover new ones. The 2026 edition set a new record with 71 participating brands, unveiling nearly 400 new releases. More than 2,500 private clients, collectors, and watch enthusiasts attended, alongside more than 500 international media and content creators. However, this year's edition drew 15,000 people in total, down from last year's peak of 17,000. News from the brands exhibiting was certainly plentiful and felt increasingly significant compared to previous iterations of the show (Breitling's House of Brands used the show to unveil Gallet to the world, and MAD Editions by MB&F; announced the MAD 3 - more on those in a moment). Yet on more than one occasion, conversations centered around how the show felt a little quieter than pre...