PARIS – Watches and Wonders keeps on growing.

The annual watch industry fair announced Tuesday the arrival of Audemars Piguet among the exhibitors in the 2026 edition, scheduled for April 14 to 20 in Geneva.

It leads the contingent of 11 brands taking part in the fair for the first time, bringing the total number of watchmakers showcasing their wares at the Palexpo exhibition center to 66.

Also joining the roster are clockmaker l’Epée 1839, acquired by LVMH Moët Hennessy Louis Vuitton in 2024, and watchmakers Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B and Sinn Spezialuhren.

The edition “marks a turning point in our desire to set Geneva as a leading destination,” said Matthieu Humair, chief executive officer of the Watches and Wonders Geneva Foundation. “Our ambition is to offer a genuine city-wide cultural program that goes beyond the salon. We want to provide visitors of all generations with a rewarding, entertaining and diverse experience.”

In a separate announcement, Audemars Piguet, the oldest manufacturer still owned by members of its founding families, said it would “pay tribute to Switzerland’s horological legacy while opening the doors of watchmaking to a broader audience” through an immersive exhibition and a series of city-wide activities.

Watches and Wonders also flagged a redesign of the space that will see independent artisan-creators spread between two areas, with 23 exhibitors in the Carré des Horlogers and another 15 in the Mezzanine.

Other changes include a move for H. Moser & Cie and Frédérique Constant, which will be changing location and expanding their booths, as well as a submission process to the LAB incubator section.

Some 60 brands exhibited at the 2025 edition of Watches and Wonders. Visitors were up 12 percent to 55,000, while the public days saw a 21 percent leap in ticket sales versus 2024 to 23,000. The fair’s estimated reach on social media exceeded 700 million people, according to organizers. 

The event was marked by U.S. President Donald Trump’s April 2 announcement of sweeping tariffs that would see a 31 percent levy slapped on Swiss goods entering the U.S. These were raised to 39 percent on Aug. 7, with negotiations still underway.