Audemars Piguet announces its presence at Watches and Wonders Geneva 2026, which will be held from 14 to 20 April.
Audemars Piguet announces its participation in Watches and Wonders Geneva 2026, which will be held from 14 to 20 April. Through an immersive exhibition and a series of activities throughout the city, the Le Brassus brand will pay tribute to the Swiss watchmaking tradition.
Inspired by the 150th anniversary of the founding of the Maison, the exhibition will celebrate the rich heritage and spirit of collaboration that are at the heart of the watch industry. A dedicated space will pay tribute to the historical établissage system on which Audemars Piguet is founded, offering visitors an interactive and instructive journey through the traditional techniques that have given rise to centuries of innovation.
Since its foundation in 1875, Audemars Piguet has always relied heavily on collaboration. In its early years, the Manufacture relied on the établissage system, a network of highly specialised craftsmen and workshops in the Vallée de Joux, each responsible for the production of a specific watch component. As établisseur, Audemars Piguet coordinated this work, ordering and collecting the various components that he then assembled into unique, hand-finished timepieces. Although this way of working has naturally evolved over time, the spirit of co-creation continues to endure; today, the Manufacture Audemars Piguet is firmly committed to supporting its partners, suppliers and local talent, upholding the values of solidarity and community that unite the watch industry.
It is precisely the tradition of établissage that will serve as inspiration for Audemars Piguet's presence at Watches and Wonders Geneva 2026. Building bridges between past and present, the exhibition will present traditional techniques that continue to fuel contemporary creativity, highlighting both individual know-how and the power of collective work.
Watches an d Wonders 2026: 11 new brands
In addition to Audemars Piguet, ten other new companies will participate in Watches and Wonders Geneva 2026, including H. Moser & Cie and Corum.
Watches and Wonders Geneva 2026 will therefore welcome eleven new brands, including the aforementioned Audemars Piguet, the oldest haute horlogerie manufacturer still in the hands of its founding families, and Epée 1839, the only manufacture in Switzerland specialising in the production of high-end table clocks.
With Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B and Sinn Spezialuhren, the total number of exhibiting brands thus rises to 66. Another significant change: H. Moser & Cie. and Frederique Constant change location and expand their stands.
To support these developments, the exhibition is adapting and expanding, while ensuring that visitor comfort and service quality are maintained. All independent craftsmen-creators will now be distributed in two areas: Carré des Horlogers (which will increase from 16 to 23 exhibitors) and Mezzanine (which will increase from 9 to 15 exhibitors), offering greater visibility and consistency in layout.
