Happy New Year, everyone! As we reflect on the incredible watch releases from 2025, it’s time to look forward to an exciting 2026. This year, we’re focusing on five watch brands that are set to make waves over the next 12 months. These selections include both established names and emerging players, all of whom are intriguing for various reasons.
Before diving into this year’s highlights, let’s briefly reflect on 2025. Here at Fratello, we unanimously agreed that it was a pivotal year packed with numerous releases. From innovative designs to remarkable technical achievements, the watch industry truly flourished. We hope 2026 will bring just as much excitement and innovation. Notably, several brands celebrated anniversaries last year, leading to some significant product launches. While 2026 is more of a post-anniversary year, we anticipate that some up-and-coming brands will cement their status as regular contenders in the industry. Here’s a closer look at the five brands to keep an eye on in 2026!
Brands to Watch: Breguet
Last year, Breguet was at the center of attention, proudly celebrating its 250th anniversary. We witnessed some truly remarkable releases, including the Classique Souscription 2025, which kicked off the celebrations, and the eye-catching Expérimentale 1, which capped off the year just a month ago. It will be intriguing to see the direction Breguet takes under Gregory Kissling’s leadership.
The new CEO, who stepped in late 2024, worked with his team to craft an impressive lineup for the anniversary year, including the award-winning Classique Souscription 2025, which garnered the coveted “Aiguille d’Or” at the GPHG in Geneva. As we step into this post-anniversary year, our excitement grows regarding the development of new model lines, particularly the next generation of Marine models.
Brands to Watch: Tudor
This year, Tudor celebrates a significant milestone: its 100th anniversary! Founded in 1926, the sister brand of Rolex is expected to roll out some thrilling releases. Although 2025 was relatively quiet for Tudor, we did see some highlights, such as the launch of new Ranger models that caught considerable attention.
The Pelagos Ultra stood out as a particularly well-received release, while the opaline-dial Black Bay Pro added flair to the collection. More recently, the brand introduced the Black Bay 54 “Lagoon Blue” for summer and showcased a new beige dial for the 36mm Ranger during Dubai Watch Week. As we look forward to the centennial, we’ll be eager to see how Tudor revitalizes its offerings!
Brands to Watch: Gérald Genta
Among the standout pieces last year was the Gérald Genta Geneva Minute Repeater, a favorite among Fratello enthusiasts. Not the brand’s debut release, it showcased the remarkable craftsmanship of master watchmakers Enrico Barbasini and Michel Navas at La Fabrique du Temps Louis Vuitton.
The Minute Repeater proves that exceptional sound quality doesn’t always require a large case; it’s all about optimizing wall thickness. The meticulously designed railroad minute track adds a unique touch that enhances its appeal. Along with the Geneva Minute Repeater, the new Gentissima Oursin models added a fascinating flair, demonstrating brilliant creativity and meticulous craftsmanship.
Brands to Watch: Parmigiani Fleurier
Celebrating its 30th anniversary this year, Parmigiani Fleurier has quickly built a reputation for their outstanding timepieces. Their Toric and Tonda collections genuinely highlight their design prowess and technical innovation, and I recently got up close with the impressive Tonda PF Minute Rattrapante Arctic Rose, which combines clever functions and stunning aesthetics in one.
The new models unveiled in 2025 solidified Parmigiani’s focus on practicality and minimalism, especially through their Toric Quantième Perpétuel. If this anniversary year continues to feature innovative designs, Parmigiani Fleurier is sure to remain a brand to watch!
Brands to Watch: Rolex
Last but not least, we have Rolex, a brand that always draws attention but is especially on our radar this year due to two notable anniversaries. First, the iconic Day-Date turns 70, solidifying its status as a luxury watch symbol since its introduction in 1956.
In 2025, we saw the new 36mm Everose Day-Date adorned with a stunning olive-green dial, which garnered much appreciation. Additionally, it’s also the 70th anniversary of the Milgauss, a quirky tool watch that’s missed in Rolex’s lineup. Both anniversaries promise to bring unexpected surprises during Watches and Wonders this year, and we’re ready to be wowed!
Conclusion: What to Expect in 2026
And there you have it—five compelling brands to keep an eye on in 2026, characterized by exciting releases and cherished anniversaries. While many other brands are on our radar, we want to hear from you! Which brands do you hope to see introduce stunning new releases this year? Share your thoughts in the comments, and stay tuned for next week’s list!