Watches and Wonders Geneva 2027: Dates, Tickets and What to Expect

14 March 2024, updated 8 October 2026

Watches and Wonders Geneva 2027 takes place from Monday 5 to Sunday 11 April 2027 at Palexpo in Geneva, with the In The City programme running alongside it for all seven days. The week opens with professional days for the trade; the public is admitted from Friday 9 to Sunday 11 April, and tickets go on sale on 9 February 2027, exclusively at watchesandwonders.com. The organiser has announced 75 exhibitors, 13 of them new, after 65 brands in 2026 that included Rolex, Patek Philippe, Cartier and Audemars Piguet, which took part in Watches and Wonders for the first time that year and had last exhibited at its predecessor, the SIHH, in 2019.

When and where is Watches and Wonders 2027?

Watches and Wonders Geneva 2027 runs for a full week, from Monday 5 to Sunday 11 April, as the Watches and Wonders Geneva Foundation announced in June 2026. The professional days open the week on Monday, and the three public days follow from Friday 9 to Sunday 11 April. The rhythm differs from 2026, when the fair ran from Tuesday 14 to Monday 20 April and the public days were Saturday, Sunday and Monday.

The venue is Palexpo, at Route François-Peyrot 30, 1218 Le Grand-Saconnex. For 2027 the organiser has announced a new scenography inside Palexpo and an In The City programme that runs for all seven days, in its press release of 17 September 2026. In 2026 the fair was open from 8.30 am to 7 pm, and until 5 pm on the final Monday. The opening hours for 2027 have not been published yet.

Can the public attend, and how do tickets work?

Watches and Wonders has had public days since 2023, when the fair first opened to the public over a weekend, on 1 and 2 April. The SIHH had admitted the public on a single afternoon, as at its last edition in January 2019. In 2027 the public days are Friday 9, Saturday 10 and Sunday 11 April, while the professional days before them are for the trade. According to the closing figures for 2026, the fair recorded nearly 60,000 unique visitors, 6,000 retailers and 1,750 journalists that year, and sold 25,000 tickets for its three public days.

Tickets for 2027 go on sale on 9 February 2027 and are sold exclusively at watchesandwonders.com. Prices, opening hours and concessions for 2027 have not been published yet. Until they are, the 2026 terms are a reasonable guide, with one difference to keep in mind: in 2026 the public days ran from Saturday to Monday, so the day tickets below were priced for those three days.

Children up to 12 entered at no charge in 2026 but had to be registered, and visitors on the reduced mobility rate could bring an accompanying person at no charge. A Premium Package for one public day, Saturday, Sunday or Monday, cost CHF 550, with a minimum age of 12 and no age discounts.

The same practical information set out the rules worth knowing before booking. Tickets were sold only online, with no sales on site. Each ticket was issued as an e-badge with the visitor's profile photo, visitors had to bring proof of identity, and the ticket was personal and non-transferable. It also served as a public transport ticket within unireso zone 10, and liquids were not allowed into the fair on the public days.

Which brands exhibit at Watches and Wonders?

Sixty-five brands exhibited at Watches and Wonders Geneva in 2026, according to the organiser's event page, one fewer than the 66 it had announced in September 2025. Eleven of them were new that year, Audemars Piguet among them.

For 2027 the organiser has announced 75 exhibitors, 13 of them new: Akhor, Alain Silberstein, Berneron, Breitling, Breva Genève, Damiani, Fortis, Gallet, Kerbedanz, Porsche Design, Singer Reimagined, Stollenwurm and Universal Genève. Thirty-two houses will be in the main hall, 27 brands in the Carré des Horlogers and 16 on the Mezzanine.

From SIHH to Watches and Wonders: who runs the fair?

Watches and Wonders grew out of the Salon International de la Haute Horlogerie, the SIHH, which was set up in 1991 with five brands exhibiting on 4,500 square metres. From 2006 the salon was organised by the Fondation de la Haute Horlogerie, which Audemars Piguet, Girard-Perregaux and the Richemont Group had founded in 2005. The 29th and last SIHH ran from 14 to 17 January 2019 with 35 exhibitors: 18 historic maisons and 17 independent watchmakers in the Carré des Horlogers. Audemars Piguet was among the historic maisons of that last SIHH and did not exhibit at the salon again until Watches and Wonders 2026.

For its 30th edition the salon took a new name. In October 2019 the Federation of the Swiss Watch Industry reported that the SIHH would become Watches & Wonders Geneva, with an edition at Palexpo planned for 25 to 29 April 2020 and a new In The City programme. The first two years under the new name were entirely digital: the physical fair planned for 7 to 13 April 2021 was cancelled because of the pandemic.

The first physical edition as Watches and Wonders Geneva followed from 30 March to 5 April 2022, with 38 brands and nearly 22,000 visitors. In September 2022 Rolex, Richemont and Patek Philippe set up the Watches and Wonders Geneva Foundation, a not-for-profit foundation based in Geneva, which now organises the fair; Matthieu Humair, then chief executive of the Fondation de la Haute Horlogerie, became its chief executive. Chanel, Hermès and LVMH joined the foundation's board in 2024. The number of exhibitors has risen every year since the first physical edition.

What does the fair mean for buyers?

For a buyer, Watches and Wonders is where the exhibitors present their new models, first to retailers and the press on the professional days and then to the public at the weekend. Seeing a watch in Geneva and being able to buy it are not the same thing. For the pieces our clients ask about, the waiting list is not an administrative delay; it is how the maison allocates scarcity, and getting around it is a question of relationships that were built long before the request arrived.

Whether that scarcity is easing or tightening depends on the market as a whole, and we looked at what the 2026 Swiss export figures suggest for allocations in our analysis of the Swiss watch market. How well a new model holds its value is a separate question, which we discussed in Luxury as an Asset Class.

If a new reference appears on the secondary market soon after the fair, the paperwork matters more than the discount. Every piece we source is checked for provenance, service history and authenticity before a number is discussed. We are not an authorised dealer for any house; we act for the client.

For the trip itself, visitors buy the fair ticket at watchesandwonders.com themselves; in 2026 it was personal and non-transferable. Flights, ground transport and accommodation are what our events service arranges as one mandate. For a specific reference seen at the fair, luxury sourcing is the place to start, and our portrait of Patek Philippe gives background on one of the houses behind the foundation.