LVMH Watch Week 2026 in Milan: Trends and Hopes in the Year of the Fire Horse

Milan will host the seventh edition of LVMH Watch Week from January 19–21, 2026. Following previous editions of the event held in Dubai, Singapore, Miami, and last year's program stretching between New York and Paris, the French company has decided to present its new products in full in the Lombardy capital.

This year's event coincides with the end of Milan Men's Fashion Week. Apparently, the organizers hope this will allow for direct access to international media, collectors, and key clients who are in the city at that time.

Unlike traditional trade fair formats, new product presentations will take place in boutique spaces located on Via Montenapoleone, considered one of the most expensive retail locations in Europe. This change signals a shift away from mass exhibitions and toward face-to-face meetings amidst luxurious urban infrastructure.

Participants and portfolio structure

A record nine brands are participating in this year's event. Alongside the major manufacturers – Bvlgari, Hublot, TAG Heuer, and Zenith – Louis Vuitton and Tiffany & Co. will be presenting their collections. A key element of the exhibition is the presence of L'Epée 1839, a Swiss manufacturer of advanced mechanical watches, whose acquisition by LVMH in 2024 strengthened the group's "fine watchmaking" segment. The offerings are complemented by designs from the Daniel Roth and Gérald Genta brands, which continue to produce highly specialized timepieces in very short runs under the auspices of the group.

Economic context and market forecasts for 2026

The event comes as the watchmaking industry adjusts its strategies following a challenging fiscal year 2025. Financial data shows that last year, sales at LVMH's Watches and Jewelry division fell 1% organically, while operating profits declined 13%. This was mainly due to slowing demand in China and geopolitical uncertainty in Europe.

Despite these challenges, the beginning of 2026 brings signs of stabilization, as indicated by data from key markets:

1. US recovery: Consumer spending during the holiday season increased by 3.9%. However, market analyses indicate a shift in preferences, with customers increasingly seeking value for money. This is confirmed by statistics from the Swiss watch industry, which show that the only growing segment at the end of 2025 were watches priced between 400 and 1000 Swiss francs.
2. India as the New Growth Leader: With China's economic downturn, the Indian market is emerging as a new benchmark. By the end of 2025, Swiss watch exports there had grown by 7.1% year-on-year (a 37.1% increase compared to 2023). Forecasts for 2026 predict continued expansion by Indian retail chains like Ethos, run by the Saboo family.
3. Macroeconomic Indicators: Global GDP growth in 2025 remained at around 3%, with inflationary pressures easing. This allows brands to more predictably plan their production costs and margins over the coming twelve months.

Design trends and staffing changes

Aesthetically and technologically, 2026 will be dominated by premieres celebrating the Chinese New Year under the symbol of the Fire Horse. The collections presented in Milan feature red dials and traditional decorative techniques, such as miniature enamel painting and engraving. This is a response to the demand of Asian markets and collectors seeking models with a high degree of artistic personalization.

Personnel changes within LVMH provide an important backdrop for the event. Just before the start of watch week, Antoine Pin resigned as CEO of TAG Heuer. In his recent interview, he emphasized the need to shift from a strategy based solely on tracking market trends to creating products that evoke genuine technical and aesthetic interest, regardless of their price – ranging from 2,000 to 100,000 Swiss francs.

Cultural Shift: Emotions Instead of Distance

Cultural trends analysts, cited by industry media, predict that 2026 will bring a shift in the perception of luxury. According to Miya Lee of The New York Times, the previously dominant moderation ("playing it cool") is giving way to a need for authenticity and emotional engagement with the object. In watchmaking, we will likely see a return to classic complications, albeit presented in a less formal manner, adapted to modern lifestyles.

The Milan event is also significant due to the anniversary of the Worldtempus portal, which celebrates its 25th anniversary in 2026. This signals the stability of industry media in an era of dynamic digital change. LVMH Watch Week 2026 is a key point of review for the sector's future, ahead of the major Watches & Wonders trade fair in Geneva. The three-day event in the Lombardy capital will provide concrete data on how LVMH's watchmaking division intends to respond to shifts in the global luxury landscape, prioritizing a substantive presentation of mechanics and craftsmanship.

Photo: LVMH press materials