Watches and Wonders Geneva is getting bigger. When the industry gathers from 5 to 11 April 2027, Breitling, Universal Genève, Gallet, and Italian jewellery house Damiani will be among the newcomers to the Salon.
The week retains the format introduced in recent editions, beginning with professional days before opening to the public for three days, from Friday to Sunday. Beyond Palexpo, the In The City programme will extend further into central Geneva, with watchmaking, cultural events, and immersive experiences open to a wider audience.
But the arrival of Breitling, Universal Genève, and Gallet promises to alter the complexion of the 2027 edition. The three will exhibit together as House of Brands, a group Georges Kern unveiled at Dubai Watch Week in 2025. Until now, Breitling has favoured independent launches, summits, and roadshows rather than exhibiting at Watches and Wonders.
“Watches and Wonders Geneva has become the leading global stage for our industry,” says Georges, CEO of House of Brands. “Our presence at Watches and Wonders Geneva shows three distinct brands across different segments, while contributing to the collective strength, visibility and future of the Swiss watch industry.”
Those different segments are central to the strategy. Breitling is the established anchor, with more than 140 years of watchmaking history. The recently revived Universal Genève occupies the haute horlogerie end of the portfolio, drawing on a legacy that includes the Polerouter and Compax chronograph.
Gallet, meanwhile, guides House of Brands into the accessible-luxury category. Its full collection of watches arrives in September 2026, followed by new releases at Watches and Wonders next April.
For Universal Genève, Watches and Wonders also represents an important step in its closely watched comeback. Managing Director Gregory Bruttin describes its participation as “an important milestone in our revival and an opportunity to share our vision of haute horlogerie with the world”.
The Damiani Group has acquired 100 per cent of Baume & Mercier from Richemont, adding the Swiss watchmaker to its luxury portfolio. The acquisition builds on an existing relationship: Damiani has operated external boutiques for Richemont and distributes several of its watch brands through its Rocca stores, while Baume & Mercier already has a strong presence in Italy.
Guido Damiani, Executive President of Damiani Group, sees the acquisition as an important step in the group’s expansion into fine watchmaking, while preserving the heritage that has defined Baume & Mercier.
The 2027 Salon will therefore offer more than another round of novelties. With established names joining returning historic marques and brands targeting different levels of the luxury market, the expanding exhibitor list offers an interesting indication of where the watch industry sees value in gathering under one roof.
