Watch world news
The most important things from the world of luxury watches: releases, the market, brands and industry events.
MB&F Introduces HM12 The Guardian — A Watch That Becomes a Robot
A mechanical sculpture made of nearly 1,500 parts, the body of which is mounted on the head of a 38 cm robot. Only 36 copies.
Read →MB&F Introduces HM12 The Guardian — A Watch That Becomes a Robot
Swiss brand MB&F has once again proven that watchmaking has no boundaries. The new HM12 The Guardian is not just a watch, but a true mechanical sculpture.
The design consists of almost 1,500 parts and is equipped with a tourbillon. The most interesting thing is that the watch case can be mounted on the head of a 38-centimeter mechanical robot, which has movable arms, a magnifying glass for inspecting the mechanisms and even a UV flashlight for checking the lumen.
Only 36 copies will be released worldwide, making the new product one of the most exclusive releases of the year.
💰 The cost of the set is about 280,000 CHF.
👉 At a time when most brands are competing for classic design, MB&F continues to create watches that more closely resemble works of art from the future.
Louis Vuitton has created a watch in the shape of a soccer ball
A unique watch with 264 diamonds — created in honor of the 10th anniversary of the partnership with UNICEF. There is only one copy.
Read →Louis Vuitton has created a watch in the shape of a soccer ball
To celebrate the 10th anniversary of its partnership with UNICEF, Louis Vuitton has introduced a unique mechanical watch that exists in only one copy.
The novelty is decorated with 264 diamonds and is equipped with a movement from L'Epée 1839 with a power reserve of up to 8 days. Instead of a traditional dial, the time is displayed using two rotating cylinders hidden inside a sculptural gold dome.
The product took hundreds of hours of manual work to create, and its design combines high watchmaking, jewelry craftsmanship, and a football theme.
Most importantly, the watch was created for a charitable purpose. All proceeds from its sale will go to support UNICEF programs that help children in different countries around the world.
👉 One of the most expensive, rarest and most extraordinary watch projects of 2026.
Rolex opens free watchmaking academy in the US
The brand opened a free academy in Texas — with graduates earning about $1,495,000 a year.
Read →Rolex opens free watchmaking academy in the US
Rolex has officially opened its own watchmaking academy in Texas, where students will be able to learn one of the rarest professions in the world for free.
The reason is quite unexpected: today there are fewer than 2,000 professional watchmakers working in the United States, while the demand for service and repair of luxury watches continues to grow.
The training program is designed to train high-level craftsmen who will be able to work not only with Rolex, but also with other Swiss brands.
The most interesting thing is that graduates of the academy can expect a salary of about $95,000 per year, and experienced craftsmen often earn significantly more.
Experts believe that the opening of the academy is not just an educational project, but an investment by Rolex in the future of the entire watch industry.
👉 In a world where more and more processes are being automated, the watchmaking profession remains one of the few where human skill still has no full replacement.
The legendary Universal Genève returns
After more than 30 years, the brand returns in 2026 — 36 new models and three in-house movements from scratch.
Read →The legendary Universal Genève returns
After more than 30 years of almost complete absence from the market, Swiss brand Universal Genève officially returned in 2026.
For the relaunch, the company introduced 36 new models at once and developed three in-house movements from scratch — a step that only a few, even among major Swiss brands, dare to take today.
For many collectors, Universal Genève is more than just another watchmaker. In the mid-20th century, the brand produced iconic models, including the Polerouter, created by legendary designer Gérald Genta before he designed the Royal Oak and Nautilus.
At one time, Universal Genève was considered one of the most prestigious Swiss brands alongside Patek Philippe and Vacheron Constantin, and its vintage models now regularly appear at major international auctions.
Experts are already calling the return of Universal Genève one of the most important events in the watch industry in recent years.
👉 Time will tell whether the brand will be able to regain its former glory, but the start looks extremely ambitious.
Rolex is reducing production of some models
For the second year in a row, Rolex has reduced the production of certain models, balancing demand and exclusivity.
Read →Rolex is reducing production of some models
After several years of record demand, Rolex has begun to gradually reduce production of certain models. Analysts estimate that 2025 will be the second consecutive year that the brand has reduced watch production.
The reason is the cooling of the market after the boom of 2021–2023. On the secondary market, many popular Rolex models no longer display their former premiums, and some references are even trading below retail price.
However, this does not mean problems for the brand. On the contrary, Rolex continues to increase its share in the Swiss luxury watch segment and remains the undisputed market leader.
Experts believe that in this way the company is trying to maintain a balance between supply and demand, maintain the exclusivity of its models and avoid oversaturation of the market. Control over production has remained one of Rolex's main tools for many years.
Interestingly, despite the general cooling of the market, certain models, such as the Daytona, GMT-Master II, and some rare references, still remain extremely scarce and are sold with multi-year queues.
👉 Many collectors are already calling 2026 the beginning of a new phase of the market — less speculative, but healthier for true watch connoisseurs.
Omega releases watch for new James Bond game
The Seamaster Diver 300M "007 First Light" is the first Omega watch to first appear in a video game and then become a reality.
Read →Omega releases watch for new James Bond game
Omega has introduced the new Seamaster Diver 300M Chronograph «007 First Light» — the first watch in the brand’s history that was originally created for a video game and only then became a real model.
The watch appears in the new 007 game First Light, where a young James Bond uses it as one of his spy gadgets. In the game, it even comes equipped with electronics hacking features and a laser.
For the real release, Omega created a full-fledged chronograph in a 44 mm steel case with the Co-Axial Master Chronometer 9900 caliber, water resistance of 300 meters, and a special strap inspired by the game.
Interestingly, this is the first chronograph in the Seamaster line to be officially associated with James Bond. Before that, Agent 007 only wore classic Seamaster diver models.
💰 The cost of the new product is about $9,400.
👉 It seems that watch brands are increasingly entering the world of video games, where a new generation of collectors and buyers of luxury watches is being formed.
The luxury watch market is gaining momentum again
After two years of decline, the secondary market is recovering: Patek +18%, Rolex and Cartier around +9%.
Read →The luxury watch market is gaining momentum again
After almost two years of decline, the secondary luxury watch market is showing the first signs of recovery.
Over the past year, the average cost of individual models: Patek Philippe has increased by approximately 18%; Rolex - by 9%; Cartier - also by about 9%.
Demand is particularly strong for rare, limited-edition models and watches that have already been discontinued. These are the pieces that are attracting the most attention from collectors and investors today.
Analysts note that after a prolonged market correction, buyers are returning to quality assets with long-term value. Unlike the 2021-2022 boom, the current growth looks more stable and natural.
There is particular interest in the Rolex Daytona, GMT-Master II, Patek Philippe Nautilus, and Cartier Santos models.
👉 Many experts believe that 2026 could be the beginning of a new growth cycle in the collector watch market.
Cartier has become Rolex's main competitor among young buyers
Gen Z is increasingly choosing Cartier — the share on Chrono24 has increased from 1.7% to 6.8%.
Read →Cartier has become Rolex's main competitor among young buyers
Just a few years ago, Rolex was the undisputed favorite among luxury watch buyers. However, in 2025–2026, the market began to change.
According to analysts and major watch platforms, Gen Z and young millennials are increasingly choosing Cartier, with the Tank, Santos, and Panthère models growing in popularity in particular.
The reason is simple: young buyers are increasingly looking for less large sports watches and are increasingly paying attention to understated designs, smaller cases, and the concept of «quiet luxury.» These characteristics have long been Cartier’s calling card.
Interestingly, the share of Cartier purchases among Gen Z on the Chrono24 platform has increased from 1.7% to 6.8% over the past few years, and the brand itself has become one of the most sought-after among young collectors.
However, it is too early to talk about a victory over Rolex. Rolex remains the most popular watch brand in the world, but Cartier has already firmly established itself as the main alternative for a new generation of buyers.
👉 It seems that in 2026, status is no longer determined by the size of the watch, but by its style.