Watches and Wonders 2026: Rolex, Cartier, and Audemars Piguet’s debut at the annual Geneva event
Richemont’s 10 maisons created plenty of buzz, while Patrick Dempsey dropped in at Tag Heuer and Usher is expected at Jaeger-LeCoultre
While it’s too soon to assess the impact of the Middle East conflict on luxury watch sales, the Iran war has already wreaked havoc on the logistics of an industry that heavily relies on the free flow of goods and people.
One of the hottest topics at Watches and Wonders – the annual fair currently under way in Geneva – has been the disruptions that international editors and retailers heading to the event have experienced due to the crisis.
After the US attacked Iran in late February, causing the protracted cancellation and significant reduction of flights going via hubs such as Dubai and Doha, industry insiders from as far away as Australia have scrambled to figure out ways to get to Geneva safely.
Of course, the travel issues of watch industry players are a minor problem compared to the long-term repercussions of the conflict, but they’re an example of how this war has impacted an industry at the mercy of global travel flows and consumer confidence.
This is all unfolding just as the market for luxury watches has started to recover after a not-so-great 2025. According to data from the Federation of the Swiss Watch Industry (FH), Swiss watch exports grew by 9.2 per cent year on year in February 2026, as compared with a 3.6 per cent fall in the previous month. Exports to the US, the largest market for luxury watches, grew strongly by 26.8 per cent year on year. While exports to mainland China and Hong Kong declined in February, a report by US brokerage firm Bernstein struck a hopeful note, saying that “recovery in the Greater China region remains slow but steady”.
Unsurprisingly, high-end timepieces are spurring this tentative recovery. This bodes well for all the brands that descend annually upon Palexpo, a convention centre on the outskirts of Geneva, where they erect extravagant booths to unveil their latest releases at Watches and Wonders.
Created with the aim of promoting Swiss watchmaking around the world, the foundation also counts Chanel, Hermès and LVMH, the world’s largest luxury group, as board members.