Luxury watch guide: 2026 trends, top specialist addresses (new and pre-owned) and upcoming luxury watch fairs

In 2026, the luxury watch is more than ever an object of desire at the crossroads of art, technology and heritage. Far beyond its primary function, it is becoming a strong identity marker, reflecting a lifestyle and an assertive taste for excellence. In a constantly evolving market, trends are moving towards a subtle balance between contemporary innovation and traditional heritage, typical of the world of Haute Horlogerie.

The major brands compete in ingenuity to appeal to a discerning clientele in search of unique, long-lasting and sometimes even personalized timepieces. This year, textured dials, innovative materials such as titanium or ceramic, and revisited complications dominate the collections. Whether you’re an enlightened amateur or a passionate collector, the haute horlogerie continues to fascinate with its ability to combine precision, aesthetics and emotion.

Our selection of luxury watches for men

Hublot – Classic Fusion Chronograph Titanium King Gold

Worn notably by Kieran Culkin, this piece perfectly embodies Hublot’s DNA: fusion of materials and contemporary aesthetics. The combination of titanium and King Gold offers a sophisticated contrast. This chronograph seduces with its sporty chic allure and strong presence on the wrist.

Audemars Piguet – Royal Oak

A true icon of watch design, the Royal Oak remains an absolute reference in 2026. Its octagonal case and integrated bracelet continue to seduce fans of bold timepieces. It perfectly embodies the balance between tradition and modernity.

Vacheron Constantin – Overseas Perpetual Calendar Ultra-thin Skeleton

This model impresses with its finesse and technical complexity. The skeleton movement reveals all the beauty of the internal mechanics. This is a highly technical timepiece reserved for connoisseurs of fine watchmaking.

Chopard – L.U.C XPS

The L.U.C XPS is distinguished by its extreme finesse and discreet elegance. Equipped with a manufacture movement, it reflects Chopard’s watchmaking expertise. An ideal watch for those seeking sobriety and sophistication.

Rolex – 1908

With the 1908, Rolex offers a more classic and refined vision of its world. This model pays tribute to the brand’s heritage while incorporating modern innovations. Its sleek design makes it a timeless timepiece.

Our selection of luxury watches for women

Bulgari Serpentine

Bulgari’s 2026 gold Serpentine watch continues the tradition of the Roman company’s jewelry creations, where time is read like a jewel. Inspired by Bulgari’s signature animal, this timepiece features a softly curved 18-carat yellow gold bracelet that hugs the wrist with sensuality. Each link seems articulated like a scale, catching the light with every movement. The dial, discreet and perfectly integrated, blends into the whole with an almost secret elegance.

Presented in a context where the boundaries between watchmaking and haute joaillerie are disappearing, the Serpentine asserts a singular presence. With its fluid, almost hypnotic allure, it stands out as a timepiece of character. More than just a timepiece, it becomes an object of style, designed to accompany the most assertive silhouettes.

The first Chanel braid

the Première watch from rue Cambon reinvents itself by drawing on the codes of the couture wardrobe. Its braid, usually intended to underline the lines of a suit, becomes here a rigid bracelet in 18-carat yellow gold, delicately twisted. Under the direction of Arnaud Chastaingt, this evolution asserts an allure that is both graphic and precious, reinforced by the contrast with the perfectly sober black lacquered dial.

Spotted at Paris Fashion Week, Première Galon quickly made a name for itself on the wrists of influential personalities such as Gracie Abrams and Kristen Stewart. It particularly stood out at Chanel’s Spring-Summer 2026 show, marked by Mathieu Blazy’s much-anticipated debut. While attention was focused on the collection, the watch stood out on the front row, notably worn by Marion Cotillard, confirming its status as an already coveted piece.

The Ballon Bleu by Cartier

The Ballon Bleu is an emblematic watch that combines femininity and sophistication. In 2026, versions set with diamonds or featuring interchangeable bracelets appeal to customers in search of personalization. Its rounded design and guilloché dial make it a timeless timepiece.

Where can I find a fine selection of brand-name watches?

In Paris, a number of fine addresses specializing in haute horlogerie offer the opportunity to discover and purchase watches from leading houses, often in a refined setting and with expert advice.

Godechot Pauliet is an iconic boutique in the XVIᵉ arrondissement, located on Avenue Victor Hugo, offering a cutting-edge selection of prestige timepieces, with a focus on the Rolex, Cartier, Omega and many other universes.
28/30 Av. Victor Hugo, 75116 Paris

In the historic watchmaking district, Arije Flagship offers a more independent experience with a selection of Swiss and contemporary brands to discover, ideal for those looking for original or rare timepieces.
50 Rue Pierre Charron, 75008 Paris

Finally, Dubail and its Pl. Vendôme and its second address on the Dubail Champs-Élysées are classic stops for lovers of luxury watches, combining great names in watchmaking with personalized advice.
73 Av. des Champs-Élysées, 75008 Paris

Where to find second-hand luxury watches in Paris?

Buying a second-hand luxury watch is nowadays a common practice, particularly to gain access to rare models or to benefit from better value for money. Paris is brimming with reputable addresses where you can find authenticated timepieces from some of the world’s finest watchmakers.

Bucherer Paris

Located in an emblematic neighborhood, this boutique offers a cutting-edge selection of brand-name and certified pre-owned watches. Each piece is carefully inspected, guaranteeing impeccable authenticity. The customer experience is particularly meticulous, with personalized assistance for every purchase. Enthusiasts can find iconic recent models as well as rarer pieces, sometimes difficult to obtain in traditional boutiques.

Bucherer Paris 12-14, boulevard des Capucines, 75009 Paris, France

Cresus

Cresus is one of France’s leading retailers of pre-owned luxury watches. The brand offers a wide range of overhauled and guaranteed models, from timeless classics to rarer pieces. Their in-house workshop enables watches to be refurbished before they go on sale, ensuring optimum quality. This is a particularly popular address for first-time buyers and collectors alike.

Cresus / Maty 4 Place de l’Opera 75002 Paris

These are some of the most reputable addresses in Paris for exploring a wide range of high-end watches, new collections and occasions.

Haute Horlogerie shows in 2026

Watches and Wonders Geneva 2026

From April 14 to 20, 2026, Watches and Wonders Geneva confirms its status as the essential platform for contemporary watchmaking. Organized between Palexpo and downtown Geneva, the show has established itself as a global hub bringing together manufacturers, retailers, media and collectors.
This edition marks a turning point with the arrival of 11 new luxury watch brands, further enhancing the appeal of an already dominant event. Watches and Wonders Geneva 2026 takes place at Palexpo, the major exhibition center located in the immediate vicinity of Geneva’s international airport.

Geneva Watch Days 2026

Scheduled for late August 2026 (August 26-29, 2026), Geneva Watch Days is distinguished by its decentralized, more intimate format. Brands present their new products in various Geneva hotels.
This event puts the spotlight on independent watchmakers and encourages direct exchanges with collectors.

Dubai Watch Week 2026

Expected to take place in November 2026 (generally over 5 days, dates to be confirmed around November 16 to 20), Dubai Watch Week has established itself as a strategic event for the Middle East luxury market.
Between conferences, exhibitions and exclusive meetings, the event promotes watchmaking culture and contemporary innovations.

What questions should I ask before buying a luxury watch?

1. How can I be sure of a watch’s authenticity?
It’s essential to check certificates of origin and serial numbers, and to give preference to reputable sellers. An independent appraisal can also be useful for rare pieces.

2. How reliable is a second-hand watch?
Yes, as long as it is purchased from a serious professional. Watches that have been serviced and are guaranteed offer a level of safety comparable to new.

3. Which watch should you choose for your first purchase?
It’s best to opt for a timeless model that’s easy to wear every day, and made by a company renowned for its expertise.

4. What factors influence price?
Brand, rarity, general condition, materials and watch complications are the main criteria that determine the value of a watch.

5. Can a luxury watch increase in value?
Some pieces, especially those produced in limited editions or by prestigious brands, can actually increase in value over time. But above all, it’s best to buy for passion.

In 2026, luxury watches continue to captivate with their ability to combine tradition and modernity. Whether masculine or feminine, new or pre-owned, each piece embodies a unique savoir-faire and a singular history. Investing in a watch is above all choosing an object that will accompany you over time, with elegance and character.

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