Long seen as Asia’s discreet manufacturing hub rather than its glamorous showcase, Vietnam is undergoing a major transformation. Southeast Asia’s most capitalist communist country is now attracting the world’s leading luxury brands at an almost defiant pace. It has even seen an influx of Russian, Korean, and European visitors since the conflict in the Middle East.

For over six decades, major Italian design firms were the ones mostly driving the conversations each spring in the Lombard capital. Today, leading luxury brands such as Hermès, Jaeger-LeCoultre, Baccarat, Miu Miu, and Loro Piana are jostling for attention during Salone del Mobile, the most important annual design event.

While the Swiss watch market has shifted toward hyper-luxury, with Rolex, Patek Philippe, and Audemars Piguet capturing the lion’s share of value, brands positioned in the “affordable” price range—under 3,000 Swiss francs—must redouble their efforts to survive. Nevertheless, at Watches and Wonders Geneva, they are taking the opportunity to reaffirm their legitimacy.

As Jean-Christophe Babin, CEO of Bulgari, prepares to hand over the reins of the brand to Laura Burdese next July, he outlines the brand’s significant future potential, the growth drivers presented at Watches and Wonders, and the strategy designed to win back a younger clientele.

As space exploration has once again made headlines since the Artemis-2 mission, the IWC Schaffhausen brand has been focusing on technological innovations related to the next space age for several years now. During the unveiling of new releases at Watches and Wonders Geneva 2026, Luxury Tribune had the opportunity to meet with Chris Grainger-Herr, who has led IWC for nine years.

Between the Upper East Side and Soho, Manhattan has redrawn the boundaries of luxury. With recent openings and the exodus of galleries to the Lower East Side, the Big Apple proves that “brick-and-mortar” isn’t dead: it’s just become more exclusive, more artistic, and radically experiential.

As the Watches and Wonders fair closed its doors on April 20 with a positive outcome and increased attendance, Guillaume de Seynes, CEO of Hermès International (upstream division and equity investments), outlines the measures taken by the brand to reverse the downward trend in its watchmaking division, which has struggled to regain the strong momentum of the post-Covid years.

Less than two years after its relaunch by Patrik Hoffmann, the historic Le Locle-based brand is making its debut among the industry’s leading names at Watches and Wonders Geneva. Driven by a rapidly growing Indian market, a history spanning several centuries, and a B2B model, Favre Leuba remains on course despite the geopolitical and economic tensions weighing on the sector.

In Geneva, on the first day of Watches and Wonders, Cartier highlighted an increasingly difficult balance to strike in the industry: fueling desirability for its iconic timepieces while ensuring that its offerings remain affordable for a broader clientele. Louis Ferla, CEO of Cartier, and Arnaud Carrez, Senior Vice President and Chief Marketing Officer of Cartier outline the company’s strategies.

While the truce in the Middle East has temporarily eased concerns, it has not alleviated the multifactorial crisis that has been affecting the watchmaking sector for nearly two years. As Watches and Wonders Geneva opens its doors on April 14, and as new geopolitical challenges destabilize the industry, what prospects are emerging for watchmakers and subcontractors in 2026?

At the foot of the Tatra Mountains, Zakopane claims to be Poland’s winter capital. With tourism booming, the resort is betting everything on its cultural, authentic, and historical appeal to attract a more upscale international clientele.

The idea is ambitious: to turn Trondheim, a small city in northern Norway with just over 200,000 residents, into an international cultural destination through a museum of modern and contemporary art, the PoMo, which opened its doors in 2025, thereby creating in Norway what is known as the “Bilbao effect”— the transformation of a city through a museum.

Amid pressure on margins, currency fluctuations, and reliance on wholesale, Oris is championing a model based on volume and perceived value. We spoke with Rolf Studer, the brand’s CEO, ahead of Watches and Wonders Geneva 2026.

While the high-end segment now captures most of the value in watchmaking, the Geneva-based manufacture Frédérique Constant—owned by Citizen group since 2016—continues to pursue a strategy of ultra-competitive pricing. A demanding positioning that raises questions about the model’s profitability. Interview with its CEO, Niels Eggerding.

The Australian star designer has created some of the most iconic objects of our time, from the Apple Watch to the upcoming electric Ferrari. His forty-year career is the focus of a retrospective exhibition at Château La Coste in Provence, which is home to a world-renowned contemporary art center.