Watches and Wonders 2026 will run from 14-20th in Geneva, Switzerland, with 65 exhibiting watch brands set to gather for the industry’s most closely watched annual showcase. Rolex, Tudor, TAG Heuer, Zenith, Hublot and Grand Seiko are among the names on the floor, and T3 will be covering and attending the event.
For T3’s watch team, the first question is what Rolex chooses to do next. Beth Morgan and Alistair Charlton are both predicting the end of the Rolex Pepsi GMT-Master II, with Charlton saying there has been plenty of speculation about the future of the Pepsi-dial model and Morgan pointing out that the dial has been disappearing from authorised dealers. Both think a black and red Coke dial could take its place, a shift that would hand collectors a fresh variant of one of Rolex’s most talked-about sports watches.
That kind of speculation is exactly why Watches and Wonders carries so much weight. Rolex launches are always the most eagerly awaited, and this year Charlton says he is watching for an expansion of the year-old Land-Dweller family with new case materials and dial colours, along with soft pastel Oyster Perpetual dials. He also notes that 2026 marks 70 years of the Rolex Milgauss, making a revival of the discontinued watch a possibility.
Tudor gives the show another layer of intrigue. Sam Cross said he will be keeping a particularly close eye on the brand because Tudor is celebrating 100 years of watchmaking this year, and he cannot see it letting the occasion pass without a proper mark. Tudor debuted the Black Bay and Pelagos Ultra at Watches and Wonders 2025, so any follow-up will be judged against that standard. Cross said he would love to see a modern ode to the Oysterdate Monte Carlo, and he has also seen rumours of a Tudor version of the Rolex Batman GMT, which he called a tantalising prospect.
What happens in Geneva will not be settled by wish lists alone, but the pressure points are already clear: whether Rolex trims a cult favourite, whether Tudor turns its centenary into a headline launch, and whether watches and wonders 2026 delivers the kind of surprises collectors spend the rest of the year arguing about. By the time the doors open, the guesses will be everywhere; by the time they close, the market will know which ones mattered.
