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Time to Watches will be a new addition to the Couture jewelry show, taking place May 27–31, 2026, at the Wynn Las Vegas The Geneva-based watch event company, Time to Watches, is coming to America as part of Couture, the design-focused fine jewelry trade show held annually at the Wynn Las Vegas resort. Time to Watches with a curated selection of watch exhibitors will join Couture for its 2026 edition, scheduled for May 27–31. Since its founding in 2022, Time to Watches has become known for its annual fair held in April during Geneva Watch Week, featuring independent, heritage and avant-garde watch brands and suppliers from Switzerland and beyond. The event is open to both the watch trade and consumers. In a joint statement, the two organizations said they are aligned in their missions to identify brands that represent “an elevated level of craftsmanship and design.” Time to Watches has secured an exhibition space at the Wynn Las Vegas, which will provide access to all Couture attendees. Christian Wipfli, managing director of Time to Watches, said the timing was right to expand to the U.S. market. “It was natural to extend our event experience to the world's number one market and offer brands a unique opportunity to unleash their business potential,” Wipfli said in the joint statement. “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.” While watches have always had a presence at Couture, that presence has been limited. Bringing Time to Watches into the show is expected to expand and strengthen Couture’s watch category, said Gannon Brousseau, executive vice president of Emerald, the trade show and media company that owns Couture. MORE FOR YOU Gannon Brousseau, executive VP of Emerald “We wanted our growth in this category to be thoughtful and strategic,” Brousseau said in an email. “It was important for us that the watchmakers who join our community be aligned creatively and philosophically with our fine jewelry designers and brands. The partnership with Time to Watches accomplishes that. By offering both timepieces and jewelry that share a unique point of view, we’re expanding Couture’s position in a way that’s consistent with our overall approach to business.” Couture is an upscale, invitation-only trade show that hosts approximately 350 high-end independent jewelry designers, international jewelry brands, and timepiece companies in a luxurious setting at the Wynn. It is open exclusively to the trade, and according to the joint statement, it will remain a trade-only event. Each year, several major jewelry fairs are held in Las Vegas in late May and early June, informally known as Las Vegas Jewelry Week, the largest gathering of the jewelry industry in North America. However, the city has lacked a strong watch presence since the demise of Swiss Watch by JCK, which ran for about 12 years at the Venetian Hotel before ending roughly a decade ago. In 2016, Couture introduced its own watch-focused event, Couture Time, held at the Wynn Encore, but it was canceled in 2020 due to the pandemic and never revived. Since then, the watch segment during Las Vegas Jewelry Week has been minimal. The new partnership between Couture and Time to Watches aims to reestablish a signature watch show in the United States—the world’s largest market for timepieces. “With the addition of Time to Watches in our portfolio, we believe we will attract new retailers and press who focus primarily on timepieces,” Brousseau said. “We are also confident that we’re providing our established retailers—who have an overriding interest in jewelry—an opportunity to explore unique timepiece brands they can confidently introduce to their clients.” Editorial StandardsReprints & Permissions
