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.
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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.