Get ready to witness the future of luxury timepieces, where tradition meets innovation in the most breathtaking ways. But here's where it gets controversial: Can these high-end brands truly balance heritage with cutting-edge technology, or is it all just a glamorous facade? The seventh edition of LVMH Watch Week, unofficially kicking off the watchmaking year, is set to answer that question—and more—in Milan. From January 23rd to 25th, nine prestigious houses under the LVMH umbrella will unveil their latest creations, each pushing the boundaries of what a watch can be. But this isn’t just about showcasing new designs; it’s about storytelling, craftsmanship, and a bold vision for the future.
Held on the iconic Via Montenapoleone, Milan’s luxury shopping street, this event follows in the footsteps of previous editions in Dubai, Singapore, Miami, New York, and Paris. And this is the part most people miss: LVMH Watch Week’s January timing is no accident. Jean-Christophe Babin, CEO of Bulgari and the LVMH watch division, explains, ‘It’s a strategic move to set the tone for the year, preview our innovations, and offer an exclusive outlook for our partners, journalists, and customers before other major industry events.’
Bulgari’s lineup is nothing short of spectacular. The Maglia Milanese Monete, for instance, revives the brand’s 1960s Monete secret watch, adorned with an authentic ancient coin from 198 to 297 AD depicting Emperor Caracalla. Crafted in rose gold using traditional Milanese mesh, it’s a masterpiece of heritage and artistry. The Tubogas Manchette, a yellow-gold cuff inspired by a 1974 model, pairs a square dial with a wide single-coil Tubogas bracelet, while the Serpenti Seduttori Automatic and Lucea Notte di Luce showcase new dials and techniques like the ancestral Japanese Urushi lacquer art. Babin proudly states, ‘These timepieces merge our Roman high jewelry heritage with Swiss watchmaking precision.’
Louis Vuitton, meanwhile, is redefining what it means to be a contemporary watchmaker. Jean Arnault, the brand’s watch director, highlights their ‘continued transformation’ over the past four years, focusing on reviving disappearing métiers d’arts and old manufacturing techniques. The Escale collection, relaunched in 2024, is a prime example. Inspired by the brand’s travel heritage, it now includes haute horlogerie complications with four new calibers and five additions to the permanent collection. Crafted in platinum for the first time, these watches subtly reference the brand’s iconic trunks, from lug designs inspired by brass brackets to in-house movements from La Fabrique du Temps Louis Vuitton. But here’s a thought-provoking question: Is this revival of ancient techniques a genuine homage to tradition, or a marketing strategy to justify premium pricing?
L’Epée 1839, in collaboration with Louis Vuitton, presents the latest ‘Object of Time,’ reimagining the brand’s legendary delivery trucks into a mechanical art piece. Arnaud Nicolas, CEO of L’Epée 1839, emphasizes their commitment to preserving rare métiers, as seen in their reinterpretation of La Regatta with Georgian enameller David Kakabadze. Using a rare flinqué enameling technique, this vertical clock is both a tribute to heritage and a bold step into mechanical art.
Daniel Roth, relaunched in 2023 with La Fabrique du Temps Louis Vuitton as an incubator, introduces the Extra Plat Rose Gold Skeleton—a modern reinterpretation of a classic design. Gérald Genta, on the other hand, unveils the Geneva Time Only Marrone and Grafite, featuring a sculptural cushion case and contrasting surfaces that create optical illusions. Is this innovation or imitation? Share your thoughts in the comments.
Hublot’s Julien Tornare is equally excited about the Big Bang Original Unico, calling it ‘a true evolution of an icon.’ Re-engineered with an in-house Unico chronograph movement and presented in titanium, ceramic, and King Gold, it embodies the brand’s ‘Art of Fusion.’ The Big Bang Tourbillon Novak Djokovic edition and a collaboration with artist Samuel Ross further showcase Hublot’s versatility.
Tag Heuer, under Nicholas Biebuyck’s leadership, focuses on its chronograph mastery. The Carrera Chronograph 41mm glassbox, inspired by Jack Heuer’s 1963 vision, features a sculptural sapphire crystal and enhanced legibility. The Carrera Seafarer and Split-Seconds Chronograph add depth to the collection, but here’s a controversial take: With the recent departure of CEO Antoine Pin, is Tag Heuer poised for a new direction, or will it struggle to maintain its identity?
Tiffany & Co. celebrates the 160th anniversary of the Tiffany Timer with a platinum case and a customized El Primero 400 chronograph movement. The Eternity Baguette, inspired by the classic eternity ring, features a bezel of baguette-cut stones and is offered in diamond and blue gradient variations. But is this innovation or repetition? Let us know what you think.
Finally, Zenith’s Benoît de Clerck highlights the Defy Skyline collection, an evolution of the 1968 style. The Defy Skyline Skeleton, in black ceramic with a gold-toned movement, is a metaphor for the city in miniature, blending imagination and craftsmanship. Is this the future of watchmaking, or just a passing trend?
LVMH Watch Week 2026 is more than an event—it’s a statement. But as these brands push the boundaries of innovation and heritage, we’re left with one burning question: Are they truly shaping the future, or are they simply repackaging the past? Share your thoughts below and join the conversation!
