Photo Report: Milan Watch Week 2026
Geneva won't want to hear me say this, but it's starting to feel like Milan is becoming the unofficial capital of watches lately. Firstly, Rolex chose the city to announce the wildly unexpected Perpetual Padellone in September of this year. Patek Philippe also just concluded the next installment of their two-week-long Watch Art Grand Exhibition held in Palazzo delle Scintille, and Hublot selected Milan to host the launch of their latest release and slight re-issue, Classic Fusion Tributo. Amid all these activations, the city saw even more watch-obsessed people descend for what may be the most buzzy happening of all: Milan Watch Week. Now, let me clear something up before I proceed: there are a lot of domestic watch weeks around the world lately. Off the top of my head, we have New York, London, Dubai, Geneva (some people have started to call the week of Watches & Wonders this), Milan, India, and, more recently, Istanbul. And while the increased presence of shows like these may signal something else happening in our industry, the picture it doesn't fully paint is how different each of these weeks is. Let's take Dubai and Milan. Dubai Watch Week, the first and original Watch Week, is a retail-backed organization run by the Seddiq family and takes two years of planning by a huge team with major brand involvement. Milan Watch Week 2026, held in Palazzo Mezzanotte. Milan Watch Week (MWW) was created by the team behind Italian Watch Spotter, an Italian-based online media company...