The role of Paris in horological events: Spotlight on the We Love Watches fair

Long eclipsed by the hegemony of Geneva and the major Swiss fairs, Paris is today making a strong comeback on the international horological scene. The French capital, the historical cradle of fine watchmaking in the 18th century, is reconnecting with its heritage by reinventing the way timepieces are presented to the public. Gone are the days of strictly B2B trade shows reserved for an elite group of retailers; the trend is now towards customer experience, direct exchange, and conviviality. 

In this rapidly changing landscape, the role of Paris in horological events is becoming central for European collectors and independent brands alike. This dynamic will indeed be showcased during the highly anticipated 4th edition of the We Love Watches fair, taking place on the 9th and 10th of October.

Paris: A historical and event-driven renaissance 

While Switzerland is today the nerve centre of production, one must not forget that Paris was, driven by geniuses such as Abraham-Louis Breguet or Ferdinand Berthoud, the true capital of horological innovation. Today, Paris builds upon this prestigious DNA to position itself not as a global production factory, but as the cultural and event showcase for watchmaking.

The City of Light is attracting an increasing number of watch-dedicated events, capitalising on its status as the capital of fashion, luxury, and the art of living. The evolution of consumer mindsets, which now seek proximity to brand founders and transparency in manufacturing, finds a perfect resonance within the Parisian ecosystem. The events developing here foster the emergence of micro-brands and highlight the revival of French watchmaking, often designed in Paris and assembled in historical hubs like Besançon.

The emergence of a new generation of fairs 

The place of Paris in horological events stands out through a fundamentally different approach to that of traditional fairs. While historical trade shows sometimes suffer from a certain institutional coldness, Parisian events focus on accessibility and shared passion.

They demystify watchmaking to make it accessible to seasoned collectors and curious novices alike. These gatherings are designed as living spaces. Visitors do not simply come to observe unattainable novelties behind armoured display cabinets, but to handle the watches, try on new straps, understand the technicality of a mechanical movement or a meticulously crafted quartz calibre, and speak unfiltered with those who design and assemble these pieces.

To go further: A look back at the 2025 edition of We Love Watches

We Love Watches: The unmissable gathering on the 9th and 10th of October 

The perfect embodiment of this new Parisian dynamic is undeniably the We Love Watches fair. For its 4th edition, the event reaches a new milestone, welcoming enthusiasts on Friday the 9th and Saturday the 10th of October 2026. Leaving the glass roof of La Samaritaine to settle in the vaster and more prestigious setting of the Maison de la Mutualité (Paris 5th arrondissement), the fair adapts to its growing success.

Exterior view of the Maison de la Mutualité, the new site of the fair in Paris. 

With nearly 5,000 visitors expected over two days, We Love Watches will bring together up to 85 horological houses. This impressive figure testifies to the trust that brands – whether iconic, independent, or ambitious young brands – place in Paris to unveil their creations. The fair's objective remains true to its founding conviction: the passion for watches deserves to be shared, explained, and experienced by the widest possible audience, far beyond the sole circle of insiders.

The edition's new features: Direct sales and horological culture 

What gives this event on the 9th and 10th of October its strength is its capacity for renewal. The major new feature of this 4th edition lies in the ability to make direct purchases on-site. A major evolution that transforms the experience from a simple exhibition to a true impulse acquisition, thus answering a strong demand from enthusiasts who wish to leave with the piece they have just discovered. Beyond the commercial aspect, We Love Watches asserts itself as a true cultural crossroads for the horological community. The programme for these two Parisian days promises to be rich:

• Exclusive encounters: Discovery of timepieces and prototypes never before revealed to the general public.

• Moments of exchange: Conferences and round tables hosted by industry experts and creators.

• A media dimension: Live recordings of horological podcasts to capture the event's effervescence.

For more information: We Love Watches official website

An essential showcase for French watchmaking 

The proliferation of these gatherings in Paris offers an invaluable sounding board for the national horological landscape. It is during this type of event that the commitment of French brands to local assembly, quality of finishing, and singularity of design takes on its full meaning.

As a French brand championing elegance and meticulous design, Gustave & Cie is fully integrated into this dynamic ecosystem. Participating or gravitating around these moments of convergence allows 'Made in France' players to prove that creative audacity and technical reliability are not exclusively Swiss prerogatives. Parisian fairs allow visitors to compare, touch, and appreciate the true perceived value of watches by local creators against international behemoths.

Conclusion

The role of Paris in horological events continues to grow, redefining the codes of encounter between brands and their public. By focusing on conviviality, culture, and accessibility, the French capital is once again becoming an epicentre for European horological passion. The We Love Watches fair on the 9th and 10th of October at the Maison de la Mutualité promises to be the culmination of this effervescence, offering a privileged space where history, technique, and emotion meet. A dream opportunity for enthusiasts to take the pulse of new trends and celebrate the art of time in all its forms.

Find Gustave & Cie at the 2026 edition