Forget the runways—Milan is officially trading fabric for gears. From January 19th to 21st, 2026, the seventh edition of LVMH Watch Week will descend upon the Italian fashion capital.
After wandering through Dubai, Singapore, and Miami, the luxury conglomerate has chosen Milan to align with the energy of Men’s Fashion Week. This isn’t just a trade show; it’s a “season opener” where nine elite Maisons gather to set the horological tone for the year.
Photo @LVMH
LVMH Watch Week 2026: Because Nothing Says ‘Quiet Luxury’ Like a Six-Figure
The Roster: 9 Titans of Time
This year’s lineup is a strategic mix of heritage giants, high-fashion disruptors, and “indie” legends reborn:
The Big Four: Bvlgari, Hublot, TAG Heuer, and Zenith.
The Style Icons: Louis Vuitton and Tiffany & Co.
The “La Fabrique du Temps” Gems: Gérald Genta and Daniel Roth.
The Sculptors: L’Epée 1839 (the masters of mechanical clocks that look like art).
What to Expect: Rumors & Predictions
While the vaults are still locked, the industry “watchdogs” are sniffing out some major trends for the Milan debut:
Gérald Genta & Daniel Roth: Since their relaunch via La Fabrique du Temps, these brands have been the “cool kids” of the group. Expect a follow-up to the Gérald Genta Minute Repeater and potentially a new complication for the Daniel Roth Tourbillon in a new metal.
TAG Heuer’s F1 Fever: Fresh off their massive Formula 1 partnership, expect the brand to drop new Carrera Glassbox iterations and high-spec F1 Chronographs aimed at the track-side VIPs.
Bvlgari’s Record-Breaking Obsession: Bvlgari rarely goes to a party without a world record. Expect a new iteration of the Finissimo or a high-jewelry Serpenti that pushes the limits of “jewelry-meets-watchmaking.”
Louis Vuitton’s High-Horology Push: LV is no longer just “fashion watches.” Following the success of the Tambour relaunch, expect them to showcase more “Poinçon de Genève” certified movements that challenge the Holy Trinity (Patek, AP, Vacheron).
The “Solid” Stats: Logistics & Luxury
The Vibe: Reports suggest the event will be centered around the Via Montenapoleone boutiques—Milan’s most expensive street—making it a literal “shopping list” for the world’s elite collectors.
The Speed: LVMH Watch Week is designed to be “nimble.” While Watches & Wonders (in April) is a marathon, this is a three-day sprint of high-impact releases.
The Weight: We aren’t talking grams here; we are talking cultural weight. LVMH now accounts for a massive chunk of the luxury watch market’s “Hype Economy.”
The “Milanese” Strategy
The choice of Milan is Peak LVMH. By hosting the event right after Milan Men’s Fashion Week, they are essentially trapping every major fashion editor and VIP client in the city.
The “Babin” Maneuver : As Jean-Christophe Babin (CEO of Bvlgari) noted, it’s about “driving force.” In translation: “You’re already here for the suits, you might as well leave with a $50,000 watch.” It’s the ultimate impulse buy, just with a few more zeroes and a lot more gears.
