Watches & Wonders: Can Geneva win China back?

This year’s edition of Watches & Wonders Geneva — running April 14 to 20, with 66 exhibiting brands and nearly 60,000 visitors — signaled something beyond a product showcase: a recalibration of how the industry defines relevance.

Full-year 2025 Swiss watch exports fell 1.7%, with mainland China down 12.1% and Hong Kong down 6.5%, according to the Federation of the Swiss Watch Industry. Against that backdrop, Watches & Wonders 2026 became a stage for how brands intend to win back one of their most important growth markets — and on whose terms.