COUTURE signs partnership agreement to expand watch offering

The biggest luxury trade show for the jewelry and watch industry in the States is formally teaming up with Time to Watches to extend its watch offering.

COUTURE has announced that the Swiss exhibition will be curating a selection of luxury timepieces for exhibition at the Las Vegas event in 2026. 

Geneva-based Time to Watches has been running its trade show alongside Watches & Wonders every year since 2022, putting the organisers in a perfect position to bring that success to the Wynn hotel.

“Their passion for timepieces, coupled with their in-depth knowledge of the market, make Time to Watches the perfect partners for strategically growing this category within the COUTURE ecosystem,” noted Gannon Brousseau, EVP of COUTURE’s parent company, Emerald. 

“Our retail partners are seeking the most creative, imaginative and unique points-of-view in the jewelry they present to their clients; the timepieces they opt to carry in their stores need to reflect this same vision.” 

Securing exhibition space within the Wynn while COUTURE takes place (May 27–31), all the watch brands present will have access to COUTURE’s impressive retail visitors.

“After many successful editions of Time to Watches in the world’s watchmaking capital, 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,” enthused Christian Wipfli, Time to Watches’ managing director.

“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.”

Registration for the event will be open in early 2026. Visit www.TheCOUTUREShow.com and/or www.timetowatches.com for more information.