With the new year upon us, the watch world eagerly anticipates what 2026 will bring. Following a vibrant 2025, characterized by an array of impressive releases, from novel aesthetic concepts to advanced technical marvels, industry experts are now focusing on the brands expected to shape the horological landscape in the coming twelve months. This preview highlights five such brands, examining the factors that position them for an impactful year, including significant anniversaries and a renewed sense of direction.
Anticipated Highlights from Key Watchmakers in 2026
Breguet, a brand that commanded considerable attention in 2025 during its 250th-anniversary celebrations, is expected to maintain its momentum under the leadership of Gregory Kissling, who assumed the CEO role in late 2024. The previous year's success, marked by the Classique Souscription 2025 and the innovative Expérimentale 1, culminating in the prestigious "Aiguille d’Or" at the GPHG in Geneva, sets a high bar. Observers are keen to see how Breguet will build on this foundation, particularly with potential introductions of new Marine models and further developments in its experimental, R&D-focused lines, as demonstrated by the Expérimentale 1’s unique case design and advanced escapement technology.
Tudor is gearing up for a landmark year, celebrating its 100th anniversary in 2026, a century after its founding in 1926. While 2025 saw a steady stream of releases, including the popular Pelagos Ultra and an opaline-dial Black Bay Pro, the overall impact was deemed moderate. With such a significant milestone approaching, the horology community anticipates bolder and more celebratory releases from Rolex’s sister brand. The hope is for Tudor to unveil truly distinctive models that honor its rich history and innovative spirit, moving beyond incremental updates to its existing Black Bay and Ranger collections.
The revitalized Gérald Genta brand captivated enthusiasts in 2025 with its Geneva Minute Repeater, a timepiece lauded for its ingenious design and exceptional acoustic performance. Crafted by master watchmakers Enrico Barbasini and Michel Navas, this watch showcased how a minute repeater can achieve remarkable sound quality without excessive size, by expertly manipulating case wall thickness. The brand also introduced elegant 36mm Gentissima Oursin models and 41mm versions with meteorite dials, demonstrating exquisite craftsmanship and creativity. The watch community is eager to see if Gérald Genta will continue to innovate with a follow-up to the Minute Repeater, further solidifying its return to prominence.
Parmigiani Fleurier marks its 30th anniversary in 2026, a remarkable achievement for a brand that, despite its relative youth, has earned a stellar reputation for producing technically superb and aesthetically refined timepieces. Its Toric and Tonda collections exemplify this, with pieces like the Tonda PF Minute Rattrapante Arctic Rose highlighting design brilliance and inventive complications. The brand’s Toric Quantième Perpétuel, introduced in 2025, underscored its commitment to minimalist yet innovative design. The unique L’Armoriale Répétition Minute Mystérieuse models further showcased Parmigiani’s prowess in high watchmaking. Expectations are high for how the brand will commemorate this anniversary with new releases that continue its tradition of excellence.
Rolex, a constant focal point in the watch industry, commands particular attention in 2026 due to two significant anniversaries. The Day-Date, introduced in 1956, celebrates its 70th year, prompting speculation about special editions following 2025’s elegant 36mm Everose Day-Date with an olive-green dial. Simultaneously, the Milgauss also reaches its 70th anniversary. After its discontinuation some years ago, there's considerable hope among enthusiasts for the return of this distinctive engineer’s watch, known for its anti-magnetic properties and unique aesthetic elements like the green sapphire crystal and lightning-bolt seconds hand. The potential reintroduction of the Milgauss, or other unexpected announcements, keeps the industry abuzz with anticipation for Rolex’s offerings this year.
The forthcoming year promises to be an exhilarating one for watch aficionados, with several prominent brands poised to unveil remarkable innovations and celebrate significant milestones. From Breguet's continued push into experimental horology to Tudor's centennial celebrations, and from Gérald Genta's refined re-emergence to Parmigiani Fleurier's thirtieth anniversary, each brand presents a compelling narrative of creativity and craftsmanship. Rolex, with its dual anniversaries, remains a titan to watch, potentially surprising us with the revival of beloved models. These developments highlight the dynamic nature of the watch industry, underscoring a commitment to heritage while constantly striving for the future. As a passionate observer, I am particularly excited about the possibility of the Milgauss making a comeback. Its quirky yet robust design offers a refreshing alternative within Rolex's classic lineup, and its return would undoubtedly resonate with those who appreciate both its history and its distinctive character.