Watches and Wonders 2026 Expands With Credor, AP and New Additions

Watches and Wonders Geneva 2026 signals a new phase of expansion, with 66 exhibitors, high-profile entries such as Audemars Piguet and Credor.

One of the worst-kept secrets in watchmaking is out – Audemars Piguet is set to resume international debuts for its novelties at Watches and Wonders Geneva in 2026, from April 14-20. We will get back to this news shortly, but since it is not really news, we want to take a different tack. Audemars Piguet is one of 11 brands joining the big show, and one of those newbies is none other than Japan’s Credor.

Mostly available only in its home market, Credor is owned by the Seiko Group Corporation and represents a different take on watchmaking from both Seiko and Grand Seiko. A fan-favourite, Credor has been making more waves recently with releases targeting watch lovers outside Japan, including the watch we are using to illustrate this story, the Credor Goldfeather Tourbillon Limited Edition GBCF999; you can tell this is still old faithful thanks to the naming convention here. 

Back to Watches and Wonders Geneva (WWG) 2026 though, the show now includes 66 exhibitors and, in another bit of real news, is now short of one major name – Montblanc. The brand has given no reason for its departure nor any indication of its plans; updates may be forthcoming and we will watch for that. At the moment, the attention is on the brands deciding to opt in. The newcomers are, in alphabetical order, Audemars Piguet, Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, l’Epée 1839, March LA. B and Sinn Spezialuhren.

Notably, l’Epée 1839 is a clockmaker owned by LVMH and it makes nothing but clocks. Given the expanded list of exhibitors, which will certainly grow, the exhibition space within the Palexpo will certainly change. The organisers say that the Carré des Horlogers and Mezzanine (both showcases for smaller brands) will be expanding so most of the new additions will go here, presumably. The Carré expands to 23 exhibitors from 16 while Mezzanine grows to 15 from nine; if you stop to do the maths, it does not add up but it just adds to the fun! As a quick aside, H. Moser & Cie and Frederique Constant are upgrading their spaces and changing locations (both were in the Carré if memory serves).

In other notable developments, WWG is set to merge its Salon (Palexpo) and In the City (showcases in Geneva proper) programmes, which sounds like a logistics nightmare but also fun! It may indeed be that some brands will better integrate the city portion into the programme. To help manage this, the free shuttle service will be more important than ever and the presser notes that better connectivity between the city and the Palexpo is on the cards.

Within the Palexpo, the LAB – the future of watchmaking showcase, not any brand – is making a special offer that we are excited to learn about. The LAB “is, for the first time, offering any startup, company, or laboratory the opportunity to submit its high-value-added initiative on watchesandwonders.com.” That sounds like an invitation to hawk innovation to all and sundry, and WWG may count us as sundry.

“The 2026 edition of Watches and Wonders Geneva marks a turning point in our desire to set Geneva as a leading destination. 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”, said Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, the organiser of WWG.