★ LVMH Watch Week

01Por que importa

LVMH Watch Week exists because the group's houses need to reach retailers and press before the Geneva fair in April, and because a group of this size no longer has to wait for a shared calendar. It has become the first substantive watch news of the year, setting the tone for the months before Watches and Wonders, and its January timing has pulled other launch announcements earlier with it.

In our reading, its more interesting quality is geographic. By moving the salon each year — Dubai, Asia, the Americas, now Milan — LVMH has made a point that Geneva structurally cannot: that the market the industry sells into is not in Switzerland. For a calendar, that makes it the one significant watch fixture whose location must be re-checked annually.

02A semana ao seu redor

The effect on the host city is minimal — this is a three-day corporate salon of a few hundred people, not a fair. In Milan in January it coincided with a quiet stretch between the men's fashion week and the spring calendar, and its footprint was a handful of boutiques on one street. Journalists and retailers fly in, work for two or three days and leave.

For a traveler, the practical point is that there is nothing to attend. The interest is in the announcements, which appear in the trade press within hours, and in the fact that the host city usually gets a small burst of brand activity in its shops during the week.

03Quando chegar

Only relevant to invited attendees, who arrive the day before the first presentations and leave on the final evening. There is no public element to arrive for.

04Onde se hospedar

Determined entirely by the host city and by the group, which arranges accommodation for its invited press and retail guests. In Milan, the Montenapoleone and Brera quarters are the relevant neighborhoods; in previous host cities the salon has clustered in the central luxury retail district in the same way.

05Acesso e hospitalidade

Attendance is by invitation only, extended by LVMH or by the individual Maisons to journalists, retail partners and clients. There is no ticket, no registration and no public access at any tier. Presentations are appointment-based and run to a schedule set by the group. Announcements and images are released to media during and immediately after the salon.

06Onde ocorre a actividade social

Inside the group's own boutiques and private spaces in the host city, and at dinners hosted by the individual Maisons. None of it is open. The visible residue for anyone else is the window displays and boutique installations on the host street, which are public and which typically stay up beyond the salon itself.

07Como chegar

08Aspectos práticos

09Histórico

The first LVMH Watch Week was held in Dubai in January 2020, weeks before the pandemic closed the fair system. The group had already withdrawn its watch houses from Baselworld, and the salon was the answer to what replaced it: a small, controlled, group-only event held on the group's own terms, in the group's own boutiques, at a date of its choosing.

The format survived the pandemic in digital form and returned physically as travel resumed, moving between continents each year. The Maison list has evolved with the group's portfolio, adding Tiffany & Co. after its acquisition and the revived Daniel Roth and Gérald Genta names from La Fabrique du Temps. The 2026 edition in Milan was the seventh and the first held in Europe, which placed it in the same city as one of the group's largest retail concentrations.

10Quem está presente

Invited only: international watch and luxury journalists, retail partners and buyers from the group's distribution network, and a selected group of clients. A few hundred people in total. There is no collector public and no trade-fair walk-up.