Watches and Wonders, the foremost luxury watch exhibition, is set to welcome a major new participant in 2027: Breitling's House of Brands. This conglomerate, encompassing distinguished names like Breitling, Gallet, Universal Genève, and Italian jeweler Damiani, will participate in the event, which is scheduled for April 5-11 in Geneva at Palexpo. They will join an esteemed lineup of founding partners, including Rolex, Patek Philippe, and various Richemont brands.

The inclusion of Breitling's House of Brands signifies a crucial development for Watches and Wonders, reinforcing its stature as the leading annual convergence for high-end Swiss and international watch manufacturers, retailers, and media. This announcement follows news of Basel's re-entry into the watch fair circuit with the new Basilia watch and jewelry show, which will occur in the same month. With this addition, the Swatch Group remains the sole major Swiss watchmaking conglomerate abstaining from Watches and Wonders.

Organizers of Watches and Wonders emphasized that the participation of these new brands represents a significant advancement for the Geneva event, reflecting a collective commitment among prominent watchmaking Maisons to a shared vision for the industry. In 2026, the event drew a record 65 brands, including Audemars Piguet for the first time, and nearly 60,000 visitors, despite global tensions. Cyrille Vigneron, chairman of the Watches and Wonders Geneva Foundation, has previously indicated the potential for the event to grow to include up to 100 brands. He also noted that exhibitor costs and fees have remained stable for half a decade, thanks to collaborative efforts with local hospitality providers to maintain reasonable expenses, a stark contrast to the issues that led to the demise of Baselworld.

This expansion underscores the resilience and collaborative spirit within the luxury watch industry, uniting diverse brands under a common platform to showcase innovation and craftsmanship. It highlights a forward-looking approach, emphasizing accessibility and shared growth, ultimately benefiting both participants and enthusiasts by fostering a vibrant and sustainable future for watchmaking.