Opening day at the 2026 Watches and Wonders Geneva fair (Photo by Fabrice COFFRINI / AFP via Getty Images)AFP via Getty ImagesWatches and Wonders Geneva, the world's largest watch fair, will expand again in 2027 with the addition of four new exhibitors, including Breitling, organizers announced.Breitling will debut at the fair as part of its House of Brands, which also includes Gallet and Universal Genève. Italian jewelry house Damiani will also exhibit for the first time. While best known for fine jewelry, Damiani is in the final stages of acquiring the historic Swiss watch brand Baume & Mercier from the Richemont Group, marking its entry into the luxury watch sector.Organizers also announced that the 2027 edition of Watches and Wonders Geneva will take place April 5-11 at Palexpo in Geneva. The first four days will be reserved for retailers, media and other industry professionals, while the final three days will be open to the public."The arrival of these new names represents an important milestone in the evolution of Watches and Wonders Geneva and reflects the desire of major watchmaking Maisons to unite around a shared vision," Watches and Wonders officials said in a statement.Held annually at Geneva's Palexpo exhibition center, Watches and Wonders has steadily expanded in recent years, both in size and public engagement. Beyond the exhibition halls, the fair extends into downtown Geneva through its “In The City” program, which offers exhibitions, boutique events, watchmaking demonstrations and cultural experiences open to the public.For the first time, the 2026 edition featured live performances curated by the Montreux Jazz Festival. Another addition to the 2026 city program was the “Watchmaking Village,” located in the historic Pont de la Machine, a former pumping station on the lake. The space hosted introductory watchmaking workshops, information on professional opportunities and career paths organized by the Swiss Watchmaking Industry Employers’ Association (CP). It also served as the starting point for guided tours around Geneva.MORE FOR YOUThe Watches and Wonders Geneva Foundation (WWGF), a Geneva-based nonprofit organization, owns and operates the event. Established in 2022 by Rolex, Richemont and Patek Philippe, the foundation’s board also includes Chanel, Hermès and LVMH. Its mission is to promote watchmaking worldwide through the organization of Watches and Wonders Geneva.The 2026 edition featured 65 exhibiting brands and attracted nearly 60,000 visitors, underscoring the event's growing importance as the industry's premier annual gathering.The fair traces its origins to the Salon International de la Haute Horlogerie (SIHH), founded in 1991 by Cartier, Baume & Mercier, Piaget, Gérald Genta and Daniel Roth as an invitation-only exhibition for retailers and the watch trade. Following Richemont's acquisition of Cartier, Baume & Mercier and Piaget in 1993, SIHH became closely associated with the group’s brands while remaining an exclusive trade event.In 2019, organizers announced the transition to the Watches and Wonders name and began repositioning the fair as a broader public event by introducing consumer days and citywide educational and cultural programming, which began with the 2020 edition.The addition of Breitling and the other newcomers further strengthens Watches and Wonders’ position as the industry's premier annual event, continuing a trend that has seen more brands choose the Geneva fair as their primary global showcase.