Watches and Wonders to Welcome Breitling’s House of Brands in 2027

By Karen Dybis | June 24, 2026

Four premier brands will participate in Watches and Wonders for the first time next year, and the annual Geneva event is also changing its opening day from a Tuesday to a Monday and adding programming, at the Palexpo convention center and across the city, in 2027.

The 2027 edition of Watches and Wonders will run April 5–11. Professional days open on Monday, April 5, and continue through Friday, April 9. The fair is open to the public from Friday to Sunday, April 11.

Next year’s event will bring the debut of House of Brands, featuring Breitling, Gallet, and Universal Genève. Italian jewelry and watch company Damiani also will exhibit at Watches and Wonders for the first time.

“The arrival of these new names represents an important milestone in the evolution of Watches and Wonders Geneva and reflects the desire of major watchmaking maisons to unite around a shared vision,” said a statement from the fair’s organizers.

In its coverage of Tuesday’s announcement about the 2027 event, watch site Hodinkee said that Breitling’s House of Brands had been “one of the largest watch group holdouts” from Watches and Wonders.

“The inclusion of the House of Brands group marks a significant addition for Watches and Wonders, underscoring its position as the most important annual gathering of Swiss and international luxury watchmakers, retailers, media, and the public each spring,” Hodinkee’s Andy Hoffman wrote, noting that Swatch Group is now “the only major Swiss watchmaking conglomerate” not scheduled to participate in Watches and Wonders.

In 2027, Watches and Wonders will expand its “In the City” program of affiliated events held throughout Geneva and open to the public. In 2026, it included such new experiences as Montreux Jazz Club shows, which sold out every evening, according to Watches and Wonders. Organizers said that more than 5,000 people attended the concerts during Watches and Wonders and many flocked to the Watchmaking Village as well.

Watches and Wonders 2026 reported nearly 60,000 unique visitors and 25,000 tickets sold over its three public days. More than 6,000 retailers and 1,750 members of the media attended, organizers said.

Watches and Wonders was created in September 2022 on the initiative of Rolex, Richemont, and Patek Philippe, and is now run by the nonprofit Watches and Wonders Geneva Foundation (WWGF).

A new Swiss watchmaking event, the Basilia Jewellery & Watch Fair, was recently announced and is set to take place in Basel next April.

(Photo courtesy of Watches and Wonders Geneva Foundation)