From September 2nd to 6th, 2026, I covered the Geneva Watch Days in Geneva, Switzerland. Following my coverage of the new product fair in April, I will share my experiences of this late summer event, including both joy and sorrow (mostly sadness), in this diary format.
Photographs & Text by Chieko Tsuruoka (Chronos-Japan)
[Article published on January 8, 2026]
The first day of Geneva Watch Days started with an interview with Otsuka Low-Tech.
On September 2nd, Geneva Watch Days 2026 (GWD) began. I went to bed after 1 AM the previous night, but got out of bed at 4 AM to start work. It was 11 AM in Japan. Our company had already started workdays, so communication was smooth (eyeroll).
In the closing entry for day 0 of my currently ongoing "Geneva Diary - Summer," I mentioned that my sleep time was significantly reduced during the Golden Week holiday. One reason for this was the busy schedule of interviews, but another was that I became the editor in charge of the "2026 Watch Terminology Dictionary," which will be included as a supplement for subscribers of issue 127 of "Chronos Japan." Although I was the editor in charge, in reality, Editor-in-Chief Masayuki Hirota did most of the writing, and Deputy Editor-in-Chief Yukiya Suzuki did most of the layout and terminology verification, but I, Tsuruoka, also had to collect and verify images and illustrations, so I needed to concentrate on this work in my free time outside of interviews. To all our subscribers, please look forward to the next issue (thank you as always).
After work, we had breakfast and left the hotel with Hosoda a little after 8 a.m. Our accommodation this time was the same hotel in Annemas, France, as Watches & Wonders Geneva (hereinafter W&W G). W&W G attracts journalists and retailers from all over the world to Geneva, so accommodation costs in the center of Geneva skyrocket. For this reason, many participants choose to stay in the surrounding areas during this period, and I also stayed in Annemas in April for that reason. However, for the GWD coverage in 2024 and 2025, there weren't that many participants yet, so our magazine's editorial department stayed near Cornavin. However, this year, even during the GWD period, prices have soared, suggesting an increase in the number of participants, which is good news, but as a poor salaryman, I have to cut expenses, so I ended up in Annemas again.
My first appointment was with Otsuka Lowtec at 9:00 AM. This year's GWD marked the first time that Japanese brands participated in the trade fair. These were Otsuka Lowtec, founded by Jiro Katayama, and NAOYA HIDA & Co., founded by Naoya Hida.
We head towards Quai de l'Île, where the building with Otsuka Lowtec's booth is located. Quai de l'Île is a street on the bank of the island of Île in the Rhône River, and it is where Vacheron Constantin first established its workshop.
Once again, I was late right from the start due to a train delay. Mr. Katayama, I'm truly sorry... However, Mr. Katayama didn't get angry at all and, while spreading out the products, explained the circumstances and purpose of our participation in GWD. No new watches were announced from Otsuka Lowtec this time. However, past products were lined up, and for people in Japan, as well as overseas who rarely get to see the actual products, this year's GWD exhibition must have been an unparalleled opportunity.
We had a planned interview video shoot with Otsuka Lowtec at a later date, so we'll be taking our leave after about 30 minutes. That video will be released on webChronoTV, so please look forward to it!
Searching for a recording location for three thousand miles
Afterwards, having some free time, we filmed a video titled "Geneva Watch Days is starting!" The video is below. Hosoda worked hard on the editing while also conducting interviews.
This recording session also involved quite a few challenges, so I hope you'll listen to it.
The reason is that, since the shoot is outdoors, the microphone picks up the sound of cars driving by in busy areas, which creates noise. Also, Geneva in the morning is already bright and sunny, so if you shoot with the light behind you, your face will be dark. I wandered around the city for about an hour with my heavy equipment, searching for a place that was quiet, where the backlighting wasn't a problem, but where I could shoot with a background that was typical of Geneva.
As a result, we went to the Geneva Museum of Fine Arts and History (MAH), where the nominated works for the Geneva Watch Grand Prix (GPHG) were on display. This is also the place where Hirota filmed a video at last year's GPHG awards ceremony (Reference:).
Climbing to a high point, we found a perfect spot with a panoramic view of the Geneva fountains. We decided to shoot here.
I found solace in Gonzo from "The Muppets" at Orris.
I quickly ate lunch, then returned to Beau Rivage to cover the Oris booth. Oris releases new watches not only at W&W G but also at GWD every year, and it was one of the brands I was looking forward to covering.
The Oris booth is on the 5th floor, so you can't get there by stairs; you have to take the old-fashioned, cramped elevator.
The highlight of Oris's new collection is the "ProPilot X Caliber 115 Gonzo Edition." Oris, which has collaborated with the puppet show "The Muppets," is releasing its third new model in conjunction with GWD. Based on a model featuring a sporty titanium case and bracelet, and equipped with the "Caliber 115" movement with a long power reserve of approximately 10 days, this model is adorned with details inspired by Gonzo, a character from "The Muppets."
The colorful bridges peeking out from the dial are eye-catching, and I was surprised to learn that when the mainspring at the 12 o'clock position is fully wound, Gonzo's smiling face appears. Apparently, Gonzo is laser-engraved onto the mainspring, and although small, the motif stands out quite clearly. I couldn't take a good photo so I won't include it in my diary, but please check it out in the breaking news article.
Another noteworthy point is the addition of a smaller 29mm diameter case model to the "Big Crown Pointer Date" lineup. Despite its 29mm size, it retains the design elements of the "Big Crown," including the pointer date function, giving the strong impression that it's a condensed version of a masterpiece.
As I thought two years ago, the Oris booth was so comfortable that I ended up staying longer than I intended, but I knew I was being a nuisance and had another appointment, so I reluctantly left.
Interview and photo shoot with Naoya Tobita → Opening ceremony → Breitling event
Leaving Oris, I headed to the NAOYA HIDA & Co. booth. Like Otsuka Lowtec, NAOYA HIDA & Co. was a Japanese brand making its first appearance at GD.
As mentioned briefly earlier, this independent brand was founded in 2018 by Naoya Tobita, who previously served as the Japan representative for FP Journe and Ralph Lauren Watches and Jewelry, and is currently enjoying strong support from watch enthusiasts both domestically and internationally. It also made headlines just before the GWD event when the nomination of its "TYPE 8A" for the GPHG was announced.
We've recorded a video of a conversation between Mr. Tobita, who leads NAOYA HIDA & Co., and Hosoda. It contains many valuable insights, so please look forward to it (Endo, who is in charge of the video, will do his best lol).
After finishing the recording with Mr. Tobita, I headed to the pavilion a little after 18 PM. I was there to attend the opening ceremony. I had never attended before, but according to Hosoda, it was extremely crowded last year. Indeed, when I arrived a little before 18:30 PM, when entry to the opening ceremony began, it was overflowing with people.
The opening ceremony was truly lively. Journalists, retailers, and watch enthusiasts from various countries gathered, enjoying conversations and drinks.
I wanted to stay longer at the opening ceremony, but I had to leave reluctantly to attend a Breitling event. The event was called "A TRIBUTE TO JAZZ LEGEND MILES DAVIS." This year, Breitling released a special Navitimer at GWD to celebrate the 100th anniversary of Miles Davis's birth. The event itself was elaborate and full of the world of Miles Davis.
I ran into Mr. Suito, editor-in-chief of 'WATCHNAVI', at this Breitling event. He said he was doing this year's GWD (Golden Week) on his own. Everyone was pretty drunk, and it was all pretty chaotic.
In the end, it was late again that day, and I arrived at my accommodation after 23 PM. Annemas is a nice town, but it takes almost 30 minutes to get there from Cornavin, which is a bit tough for a drunk person. However, being drunk doesn't mean work waits for you, so I slapped my cheeks to stay awake and worked until 1 AM. I fell asleep as if I had passed out.
Continued in "Geneva Diary Summer: Day 3"!
