Watch Events Around the Globe

If you are a watch collector or horological enthusiast, you might be wondering about the often exclusive and sometimes secretive events that take place in the watch world throughout the year. Some of these events require press credentials to gain entry, while others allow consumers to enjoy the shows as well. More often than not, watch vendors have to get approved in order to exhibit their wares. In other words, these glitzy events are reserved for the horological industry’s most renowned stars.

Join us as we venture deeper into some of the world’s most well-known watch events to look forward to in the coming year. We will also shed some light on a few lesser-known shows that will give you a chance to get up close and personal with some true haute horlogerie.

One of the world’s biggest horological shows typically occurs twice a year. Usually, at least one of these exhibitions happens in what some might call the capital of watchmaking: Geneva, Switzerland. Watches and Wonders is all about the innovative and the new, but it still holds a place for heritage, prestige watchmakers that have called Switzerland home for generations.

The event was initially established in 1991 under the name Salon International de la Haute Horlogerie (familiarly called “SIHH”) and was the annual watch show for the upscale Richemont brands. Richemont is the company that owns Cartier, Panerai, IWC, and others. Gradually, SIHH became the world’s clear-cut #2 watch show, falling second only to the iconic Baselworld.

However, the last Baselworld event was held in 2019, before the COVID-19 pandemic. Since 2022, Baselworld has been officially canceled. Thus, SIHH became the #1 watch show in the world. In this new position, it was rebranded as “Watches and Wonders” to capture an even broader and more global audience.

At the upcoming 2026 Watches and Wonders event, the so-called “salon” will play host to over 60 different elite brands, with eleven new players introduced this year. Believe us when we say that it is tough to get your name in the door for Watches and Wonders. The biggest news for 2026 Watches and Wonders? Longtime holdout Audemars Piguet will finally be joining the show, cementing its status as the place to discover new horological innovations.

The weeklong event will begin with four days reserved exclusively for retailers, journalists, and watch professionals. After that, the final three days will be open to the public. In 2025, a three-day pass cost about $180.

So what retailers can you expect to see at this show? In addition to the hotly anticipated Audemars Piguet debut, participants include Jaeger-LeCoultre, Patek Philippe, Grand Seiko, Rolex, Cartier, Hublot, Panerai, and others.

Despite what the name suggests, RollieFest is not just about Rolex watches (although vintage Rolexes do certainly attract a lot of attention here). The event was founded by George Hess, the global head of watches at Sotheby’s, and is invitation-only. In other words, it is a paragon of exclusivity that leaves horological enthusiasts worldwide craving a glimpse of what goes on there. The event is normally held every other autumn (it occurred in September 2025, so it should be back on the docket come 2027).

RollieFest occurs right here in New York City and takes advantage of some of the city’s most prestigious locations. From the Natural History Museum to the Rainbow Room, attendees enjoy galas, socialization, networking, and of course, the opportunity to test drive some of the world’s most exclusive watches. The event is a celebration of all things Rolex.

Like Watches and Wonders, Geneva Watch Days taps into Switzerland’s horological heritage. Unlike Watches and Wonders, this event is a decentralized experience that is open to the public and feels like a much more casual, social undertaking. In contrast to other events on this list, Geneva Watch Days does not rely on glitz and glamor. Still, it has become one of the watch world’s hallmark undertakings and is an important place for consumers to discover the latest from popular brands around the globe.

The most recent Geneva Watch Days event hosted 66 participating brands, with some heavy hitters including Breitling, Jacob & Co., Bulgari, Girard Perregaux, and others.

Geneva Watch Days participants have commented on the intimate nature of the event: Exhibitors stake out small spaces to show their wares, whether that is a cozy boutique, a hotel suite, or a display table. Either way, this gives attendees the unique chance to get well-acquainted with some of the world’s most famous watches.

2024 marked the tenth iteration of this popular horological event. Despite what the name suggests, Dubai Watch Week is not always held in the UAE. In fact, the tenth annviersary event was held in Hong Kong, as reported by Forbes. The Robb Report shared that Dubai Watch week feels like the perfect combination of Geneva Watch Days married with Watches and Wonders: the luxury brands are all there, but without the pomp and circumstance.

Instead, Dubai Watch Week takes on an educational angle with numerous talks and keynote events to provide learning opportunities as well as the chance to peruse some of the world’s hottest timepieces. It also provides watch aficionados with the chance to socialize and build relationships that, ultimately, can help build some of the greatest watch collections on Earth.

For the 2026 event, exhibitors are moving back to Dubai and taking over a purpose-built space at Burj Park. Previous events in Dubai had been held at the Dubai International Financial Centre (DIFC), but with growing attendance and more demand from sponsors, the event required a larger space for its return to the UAE.

Some hallmark brands in recent years were Van Cleef & Arpels, Rolex, and Audemars Piguet. Other brands that made waves at Dubai Watch Week included Breitling, Dior, Girard-Perregaux, Hublot, Tag Heuer, and many others.

Located in Midtown Manhattan, WatchTime New York is the virtual New York Watch Week and has been going on for about a decade now. The event takes place at Gotham Hall and is focused on bringing the horological community together in person for a multi-day event featuring brand presentation, industry panel discussion, and chances for watch collectors to engage with brands and join the horological conversation.

There is also the nearby WindUp Watch Fair event, which occurs at the same time of year (typically late October or early November) that is home to more affordable brands for those looking for accessible price points. If you play your cards right, you might be able to enjoy both locations while you are watch shopping in New York City!

Typically occurring in Miami, Florida, the Art Basel show brings leading works of art by contemporary and modern artists to the Americas. It hosts works by well-known masters in addition to pieces by the new generation of emerging stars. While Art Basel is primarily about visual art, it is also a hotspot for watch showcases, especially due to its heritage and association with Baselworld.

Since 2013, Audemars Piguet has been one of the main sponsors of Art Basel and has hosted events there to launch some of its major new lines. For instance, Audemars Piguet celebrated the launch of the Code 11.59 Starwheel editions with a cocktail party at Art Basel in 2019. There were many impressive celebrities in attendance, including Elle Macpherson and well-known Audemars Piguet partner Serena Williams.

Some other brands that have been heavily involved in the Art Basel exhibition include Cartier, IWC, and Hublot. At the 2023 Art Basel event, Hublot unveiled their latest special edition timepiece: the Big Bang Unico Magic City, a piece specially designed to evoke the vibrant culture of Miami.

The UK’s biggest event for watches, clocks, and general timekeeping, this is an ideal destination for those who live in England, Scotland, Wales, and beyond. London Watch Week is an opportunity for watch lovers worldwide to come together and peruse a variety of different pieces. Unlike some other events on this list, pre-owned and vintage watches are welcomed here, and buyers can sometimes find exceptional deals for secondary market luxury watches at this event.

Representatives from big-name brands like Rolex, Patek Philippe, Breitling, and others will help interested buyers find the timepiece that speaks to them the most at this star-studded event.

Many view the GPHG event, which takes place in (you guessed it) Geneva, Switzerland as the Oscars of the watch world. Watch brands compete and take home awards in a variety of different categories, often split into men’s and women’s watches. The categories have previously included complication, tourbillon, chronograph, horological revelation, artistry awards, and so much more. In recent years, some of the big winners have included the Audemars Piguet Code 11.59 and the Tudor Pelagos 39. GPHG recently announced its 2026 date. The event will be taking place on November 7 and is set to be a glitzy, red carpet affair.

Exploring the best of the best at the world’s most incredible horological events is sure to spark your interest in owning an elite luxury timepiece of your own. At Avi & Co., we have a trusted collection of professionally vetted upscale watches from renowned brands like Rolex, Patek Philippe, Richard Mille, Audemars Piguet, and many more.

Explore our full collection when you shop online through our convenient website, or visit us in person at one of our three chic boutiques, located in New York City, Miami, and Aspen.

Schedule your appointment to visit us in-store today!