Couture Partners With Time to Watches

Geneva-based Time to Watches will exhibit at the next Couture show, set to take place May 27-31, 2026 at the Wynn Las Vegas.

New York—Couture announced this week that it is partnering with Time to Watches to debut a selection of luxury timepieces at the 2026 Couture show. 

Time to Watches will present a “curated selection” of watch brands in an exhibition space at the Wynn Las Vegas. 

It will be open to all show attendees, Couture organizers said.

Time to Watches Managing Director Christian Wipfli and a team of watch industry professionals are selecting the brands and organizing the exhibition.

The exact location of the show, as well as the brands that will exhibit, will be announced in the future.

Launched in 2022, Time to Watches is a show that takes place annually during Geneva Watch Week in April.  

It is open to the trade as well as the general public.  

The event is focused on showcasing the work of established and emerging innovative timepiece brands in “an exciting atmosphere that fosters meaningful engagement and discourse,” the company said.

“After many successful editions of Time to Watches in the world’s watchmaking capital, it was natural to extend our event experience to the world’s ‘No. 1 Market’ and offer brands a unique opportunity to unleash their business potential,” Wipfli said.  

“The collaboration with Couture was an obvious choice, as this high-end event was a perfect fit with what Time to Watches has achieved in Geneva.” 

Although Couture has previously hosted other watch exhibitors, show organizers said they are focused on growing the presence of timepieces at the 2026 event. 

JCK and Luxury also have announced a new watch section for next year’s show. Called Timepieces at Luxury, it will include a few watch brands that exhibited at Couture this year. 

Couture organizers said the addition of Time to Watches is aligned with the show’s mission of identifying brands that represent an elevated level of craftsmanship and design. 

“Their passion for timepieces, coupled with their in-depth knowledge of the market, make Time to Watches the perfect partners for strategically growing this category within the Couture ecosystem,” said Gannon Brousseau, executive vice president of Emerald, the company that owns the Couture show.

“Our retail partners are seeking the most creative, imaginative and unique points-of-view in the jewelry they present to their clients; the timepieces they opt to carry in their stores need to reflect this same vision.” 

Couture 2026 will take place at the Wynn Las Vegas from May 27 (beginning at 6 p.m.) through May 31.  

Registration for the event will open early next year.