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

From 19 to 21 January 2026, Milan will host the seventh edition of LVMH Watch Week. After previous editions of the event organised in Dubai, Singapore, Miami, and last year’s programme spread between New York and Paris, the French group has decided to present its new products in the capital of Lombardy.

The date of this year’s event coincides with the end of Milan Men’s Fashion Week, a deliberate scheduling choice to directly reach international media, collectors, and key customers already in the city.

Unlike traditional trade fairs, the presentations of new products will take place in boutiques located on Via Montenapoleone, considered one of the most expensive retail locations in Europe. This shift signals a move away from mass exposure, favouring direct meetings amid the city’s luxurious backdrop.

Participants and portfolio structure

A record number of nine brands are participating this year. Alongside the main manufacturers – Bvlgari, Hublot, TAG Heuer, and Zenith – Louis Vuitton and Tiffany & Co. will also present their collections. L’Epée 1839, a Swiss manufacturer of advanced mechanical clocks whose acquisition by LVMH in 2024 strengthened the group’s fine watchmaking segment, is also a key participant. The offering is complemented by designs from Daniel Roth and Gérald Genta, which continue to produce highly specialised timepieces in very limited quantities under the group’s auspices.

Economic context and market forecasts for 2026

The event comes at a time when the watchmaking industry is adjusting its strategies after a challenging fiscal year in 2025. Financial data shows that sales in LVMH’s watch and jewellery division fell by 1% in organic terms last year, with operating profits down 13%, mainly due to slowing demand in China and geopolitical uncertainty in Europe.

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

1. recovery in the US: Consumer spending during the holiday season increased by 3.9%. However, market analyses indicate a change in preferences – customers are increasingly seeking options with a favourable price-quality ratio. This is confirmed by Swiss watch industry statistics, according to which the only growing segment at the end of 2025 was watches in the CHF 400-1,000 price range.
2. India as the new growth leader: With the economic slowdown in China, the Indian market is becoming a new benchmark. At the end of 2025, Swiss watch exports to India grew by 7.1% year-on-year (an increase of 37.1% compared to 2023). Forecasts for 2026 predict further expansion of Indian retail chains such as 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 plan production costs and margins more predictably for the coming twelve months.

Design trends and personnel changes

In terms of aesthetics and technology, 2026 is dominated by releases referencing the Chinese New Year under the sign of the Fire Horse. The collections presented in Milan are dominated by red dials and traditional decorative techniques such as miniature enamel painting and engraving. This is a response to demand from Asian markets and collectors seeking models with a high degree of artistic personalisation.

An important backdrop to the event is the personnel changes within LVMH. Just before the start of Watch Week, Antoine Pin stepped down as CEO of TAG Heuer. In his last interview, he pointed to the need to move away from a strategy based solely on following market trends, in favour of creating products that arouse genuine technical and aesthetic interest, regardless of their price – from 2,000 to 100,000 Swiss francs.

Cultural shift: emotion instead of distance

Cultural trend analysts cited by industry media predict that 2026 will bring a change in the perception of luxury. According to forecasts by Miya Lee of The New York Times, the restraint (‘playing it cool’) that has prevailed until now is giving way to a need for authenticity and emotional engagement with the object. In watchmaking, this translates into a return to classic complications, but presented in a less formal way, adapted to the contemporary lifestyle.

The event in Milan is also significant because of the 25th anniversary of the Worldtempus portal in 2026. This is a sign of the stability of the industry media in an era of dynamic digital change. LVMH Watch Week 2026 is a key moment for reviewing the direction the sector will take ahead of the major Watches & Wonders fair in Geneva. The three-day presentations in the capital of Lombardy will provide concrete data on how LVMH’s watch division intends to respond to shifts in the global luxury landscape, focusing on a factual presentation of mechanics and craftsmanship.

Photo: LVMH press materials

Sources:

1. LVMH Group: LVMH Watch Week 2026: Milan hosts the new edition of the early-year watchmaking event
2. Worldtempus: Happy New Year, for the 25th Time!
3. Worldtempus: LVMH Watch Week 2026: Milan, a New European Edition of the Early-Year Watchmaking Event
4. WatchPro: TAG Heuer CEO departs on eve of LVMH Watch Week
5. Hodinkee: Essays: Prices, Volumes, And Passion: The Business Of Watches In 2025 And What To Expect In 2026
6. The Jewelry Magazine: LVMH Watch Week Heads to Milan for January 2026 Showcase
7. Your Luxury: From Milan to Mumbai, January 2026 Sets the Tempo for Global Watchmaking
8. Haute Time: The Best Chinese New Year-Themed Watches of 2026
9. Haute Today: 6 Luxury Timepieces Celebrating the Year of the Horse
10. Outlook Luxe: Best Watches Honouring Chinese Year of The Horse 2026
11. Babble-up: Milan to Host LVMH Watch Week in January 2026
12. Loupiosity: LVMH Watch Week 2026 Milan
13. Luxe Daily: LVMH Watch Week 2026 in Milan: dates and brands