Watches and Wonders Geneva 2026: In‑Depth Interview with Matthieu Humair on the Future of the Salon

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Watches and Wonders Geneva has never stood still, but the 2026 edition feels like a step change – not just in scale, but in ambition. With a record 65 exhibiting brands, eleven of them newcomers including heavyweights such as Audemars Piguet alongside l’Epée 1839, Corum, Credor and Sinn Spezialuhren, the Salon is evolving into a truly city‑wide celebration of contemporary watchmaking. Palexpo remains the beating heart of the fair, yet the experience now spills decisively into the streets, boutiques and cultural institutions of Geneva, blurring the lines between trade show, festival and horological playground. We had an exclusive interview with Matthieu Humair, chief executive officer of the Watches and Wonders Geneva Foundation, about the watch industry’s most important show of the year.

At the centre of this transformation stands Matthieu Humair, the man tasked with orchestrating the growing complexity of Watches and Wonders while keeping its human dimension intact. In his role at the helm of the Salon, Humair must reconcile the expectations of grandes maisons and independent newcomers, professionals and first‑time enthusiasts, Geneva’s institutions and an increasingly global audience of collectors. It is a balancing act that demands both strategic clarity and a finely tuned feel for what makes watch people tick, qualities that come through clearly in the conversation that follows.

For 2026, Humair and his team have sharpened the fair’s public‑facing mission, placing experience front and centre. Visitors are invited to curate their own journey through product presentations, guided tours, conferences, panel discussions and exhibitions, with new workshops dedicated to children and young adults underscoring a desire to speak to the next generation of enthusiasts. Beyond Palexpo, the expanded “In the City” programme, the relocation of the Watchmaking Village to the Pont de la Machine and a new partnership with the Montreux Jazz Club promise Geneva‑wide activations and late‑night lakeside festivities that extend the sense of wonder well past closing time.

Interview Matthieu Humair

Big picture and main changes in 2026

Andrei
• What are the main changes for 2026 compared with last year, in terms of format, layout, and overall ambition?
• You are welcoming new brands this year, including some very important names. How do these additions change the character and balance of the fair?

Matthieu:
Watches and Wonders Geneva 2026 will welcome eleven new brands, including Audemars Piguet, alongside other newcomers such as l’Epée 1839, Corum, Credor and Sinn Spezialuhren. Each edition represents a beautiful challenge when operating within a dynamic of continuous growth, and this year is no exception. To accommodate these promising developments, the Salon is adapting and expanding, all while ensuring that visitor comfort and service quality remain central priorities.
This year’s ambition is to deliver a truly city-wide cultural experience that extends well beyond the Salon at Palexpo, with a vibrant and immersive series of events unfolding throughout Geneva’s city centre. The expansion of the In The City programme, the introduction of new cultural initiatives, and the arrival of additional partners signal not only strong momentum but also a shared commitment to shaping the future of watchmaking together.

Activities and experiences for the general public

Andrei:
• Turning to the public days: how would you like a first‑time visitor to experience Watches and Wonders? What should their ideal day look like?

Matthieu:
Experience is truly at the heart of our event concept. For a first-time visitor, we want Watches and Wonders Geneva to feel like an immersive and unforgettable journey into the world of watchmaking. Whether someone is discovering this universe for the very first time or is already a watch collector, there is something tailored for everyone.
Visitors can craft their ideal day and enjoy new product presentations, guided tours, conferences, panel discussions, exhibitions, and—for the first time this year—workshops specifically designed for children and young adults. Brand activations and numerous thematic experiences throughout the Salon and the city complete the programme. Everything has been designed to speak to a wider audience and ensure that each person leaves with a meaningful and memorable experience.

Special exhibitions and thematic highlights

Andrei:
• Beyond the brand booths, what special exhibitions or curated spaces are you most proud of this year?

Matthieu:
This year, we are particularly proud to welcome the Musée d’Art et d’Histoire de Genève (M.A.H.) to the Salon for the very first time. The Wake up! exhibition offers a captivating journey through the history and evolution of the alarm clock, from the Middle Ages to the present day.
Featuring more than 50 pieces — including collective timekeepers, public bells, and bedside clocks — the display brings together timepieces, clocks, and graphic works that retrace our changing relationship with time and the awakening experience. Open to all, the exhibition offers a playful and inspiring immersion into the world of horological wonders. It’s an exploration designed to spark curiosity — and yes, it’s bound to wake you up!

Geneva “In the City” and the role of the city and canton

Andrei:
• What kind of animations, open‑door events or special evenings can visitors expect in the streets and along the lake, outside Palexpo?

Matthieu:
The In The City extension, launched in 2023, has continued to grow year after year. This edition marks its fourth chapter, driven by the ambition to go even further. We are thrilled to announce a unique partnership with the Montreux Jazz Club, joining Watches and Wonders Geneva 2026 for the very first time. Their presence will bring a distinctive musical dimension to the city centre throughout the week, highlighting emerging musical talents alongside renowned jazz ensembles
The programme has been built so that each day offers a truly unique experience. Exhibiting brands have prepared special activations across their boutiques, and the Watchmaking Village will move to the Pont de la Machine building, offering even more activities, workshops, and horological demonstrations. Not to mention the iconic Thursday evening nocturne — a moment dedicated to celebrating watchmaking in a festive atmosphere along the lake.
The full programme is available on our website and open for registration since March 10th, 2026. – Link here: https://www.watchesandwonders.com/en/geneva-2026/program-activities

General information, mission and future of the fair

Andrei:
• Could you give us the key figures for 2026, number of exhibiting brands, expected visitors, and the balance between professionals and the general public?
• Finally, on a more personal note: when the lights go off at the end of the week, what will tell you that Watches and Wonders Geneva 2026 has been a success?

Matthieu:
For 2026, Watches and Wonders Geneva will bring together 65 exhibiting brands, an all-time record for the event, reflecting both the expansion of the Salon and the growing engagement of the industry. This year, we are also expecting a strong turnout from both professionals and the general public. Last year, the event welcomed nearly 55,000 visitors from 125 nationalities, including 23,000 public-day ticket holders, and all indicators suggest that 2026 will surpass these numbers.
Early feedback from the press, retailers, and guests has been overwhelmingly positive. Demand is exceptionally strong: most brand presentations are already booked — several fully sold out — and our Premium Packages were almost entirely gone after just one week. Overall ticket sales are tracking significantly ahead of the previous edition, signalling record-high engagement across the board for 2026.
On a more personal note, when the lights go off at the end of the week, success will be measured by one simple feeling: that every visitor — whether a professional, a first-time enthusiast, or a curious passer-by discovering watchmaking for the first time — leaves with a sense of wonder, inspiration, and connection. If our community of brands, partners, and guests feels that we have created not just a fair, but a meaningful experience that celebrates the creativity and diversity of watchmaking, then Watches and Wonders Geneva 2026 will have achieved its mission.