Geneva will host Time to Watches on April 14 – 19, 2026, with the event returning to Villa Sarasin and expanding into a village of spaces that include the Lodge, Annex, Cellar, Garden and a set of Brand Pavilions. The venue sits a one-minute walk from Palexpo, but the tone aims for human scale rather than trade fair sprawl.
The organisers describe a curated route through these spaces, with the Garden positioned as the social hub and the Pavilions shaping the visit. Food trucks, bars and informal zones round out the setting. It is an evolution of the format rather than a rupture, designed to keep the interaction upright and unhurried.
This fifth edition brings together over 85 brands, a mix of returning names and first-time exhibitors. The release frames them as aligned by approach more than size – innovation over scale, authenticity over display. In 2025 the event hosted 77 brands and more than 9,500 visitors, numbers that help explain the push for more room to breathe.
Programming remains eclectic: watch launches, media briefings, breakfasts, an opening night described as a show, and a spread of encounters for retailers, journalists, influencers and enthusiasts. It is pitched as inclusive and relaxed, which can be a relief in a week when calendars tend to overheat.
There is a Swiss edition each April during Geneva Watch Week, open mainly to international trade visitors with access for the public, and a U.S. edition in Las Vegas in May focused on the North American market. The through line is straightforward – a platform for presentations and professional networking with an emphasis on product and brand authenticity.
A brief note on intent. The village idea makes sense for independent watchmaking, which often benefits from shorter distances between maker and audience. If the spaces truly encourage conversation over spectacle, then the setting may prove as useful as the watches on display.
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