Swiss Watches
The Watches and Wonders 2026 trade show in Geneva will run from April 14 to 20, marking its largest edition with 65 exhibiting brands. Audemars Piguet joins as a major new participant alongside 10 other newcomers. An expanded city-wide program will include jazz collaborations and watchmaking workshops.
Riportato dall'IA
Swiss watch exports declined further at the start of 2026, according to the Federation of the Swiss Watch Industry, extending a slowdown from the previous year. The drop affects mid-market brands amid cooling demand in China and the settling of the post-pandemic boom. For Rolex buyers, this shift means easier access to certain models on the secondary market.
Morgan Stanley's Ninth Annual Swiss Watch Report, released on February 18, 2026, reveals a concentrated Swiss watch market with declining unit shipments but stable export values. The report highlights the dominance of a few major brands and the growing importance of ultra-high-end watches. It estimates Swiss watch exports at CHF 24.4 billion for 2025, down 1.7% from the previous year.