Luxury Brands Create Immersive Worlds at Watches and Wonders Geneva 2026

Watches and Wonders Geneva 2026, running through April 20, features elaborate installations by luxury brands. Van Cleef & Arpels designed 'Poetry of the Heavens' with a Murano glass chandelier, glass pond, and metal guilloché trees. Hermès commissioned French artist Jean-Simon Roch to create 'Mysterious Mechanics,' a room-sized wooden automaton that reveals skeletonized timepieces. Roch collaborated with set designers and carpenters, drawing inspiration from Pierre-Alexis Dumas's vision of watches as small worlds. Composer Pierre Ronin developed a seven-minute score symbolizing a day, with mechanical sounds integrated. Jaeger-LeCoultre's 'The Valley of Inventions' includes Michel Amann's four-meter-tall ice pine tree installation and a gastronomic experience by Swiss chef Gilles Varone. Audemars Piguet debuted with a monumental House of Wonders, highlighting heritage and innovation through immersive spaces. The brand also launched an AP Lab at Pont de la Machine in Geneva, open through June 28, offering watchmaking knowledge through thematic rooms and hands-on activities. Approximately 60,000 visitors are expected at the trade show, which showcases luxury timepieces and other wonders like gem-set automatons and Formula One cars.