Watches and Wonders: Luxury turns back the dial in 2026

Watches and Wonders is expected to be another showcase of the latest watchmaking trends and brand announcements. The most notable trend in luxury in 2026 has been a silent movement of brands returning to their most iconic contributions to culture and fashion, distilling decades of trendsetting into a singular brand message: “This is what makes us iconic.” The world of Horology has joined in on the trend, and these are the brands making the boldest statement in this endeavour.

Rolex Has Officially Discontinued The “Pepsi” GMT-Master II

After 3 years of speculation, Rolex has officially announced the departure of both the stainless steel and the white gold versions of the GMT-Master II, colloquially known as the “Pepsi Rolex” and arguably the King of Watches’ most recognisable piece with its iconic blue and red finish. The iconic timepiece is not the only model to be discontinued from the Rolex family, joined by the Submariner Date “Cookie Monster” the Datejust 41 “Azzurro” and the Yacht-Master Diamond Dial Variants.

This update makes way for a new era of Rolex as the brand celebrates 100 years of the Oyster case architecture that revolutionized the maintenance and longevity of Rolex timepieces. In 1927, one of the first performance-led luxury storytelling campaigns was created when swimmer Mercedes Gleitze wore an Oyster while crossing the English Channel, and it emerged fully functional. Rolex goes back to its roots in 2026 with the release of the Oyster Perpetual 36 (Jubilee Edition) and Oyster Perpetual 41 (100 Years). These special anniversary editions will be available to select Rolex customers, and are said to be the most in-demand release in 2026.

Louis Vuitton Introduces the Tambour Taiko Arty Automata

Louis Vuitton throws also calls back to one of its most iconic brand moments with the release of the Tambour Taiko Arty Automata. While it is unclear whether this model will be showcased at the Watches and Wonders convention, the storytelling in this piece is irresistible. It shows how the fashion house is confidently borrowing from itself through artist collaboration.

Unveiled this year at LVMH Watch Week, imaginative design meets technical mastery in the statement piece that is the Arty Automata. Unrestrained use of colour and bold graphic design demonstrates a deep trust in the artist’s vision and treatment of the luxury brand. The vibrant fashion timepiece is as much an expression of style as it is a showcase of the technical mastery of La Fabrique du Temps Louis Vuitton. A total of seven animated elements make up the dial automata, creating an expertly orchestrated mechanical dance, in addition to the continuous rotation of a one-minute tourbillon. It only takes the single touch of the wearer to bring the Tambour Taiko Arty Automata to life.

This statement fashion piece is reminiscent of Louis Vuitton’s revolutionary Takashi Murakami collaboration that transformed the classic LV monogram from heritage to hallmark of pop culture that endures today. The 2003 collaboration is an essential piece of Y2K culture that is finding its way back into the fashion cycle in 2026 and Louis Vuitton’s ability to subvert its own identity to maintain cultural cache is a balancing act few heritage brands are able to perform.

Breitling introduces the Navitimer Cosmonaute Artemis II

On the 24th of May 1962, Mercury 7 astronaut Scott Carpenter orbited Earth three times wearing his custom Breitling Navitimer. Designed to his specifications, Carpenter’s custom timepiece, later named the Navitimer Cosmonaute, featured a 24-hour display to distinguish day from night in orbit. This is the event that earned Breitling the distinction as the first Swiss wristwatch worn and used in space; a legacy so firmly cemented in the halls of engineering fame, that the Breitling is still the timepiece of choice for Astronauts today.

Revisiting this foundational legacy in 2026, Breitling introduces the Navitimer Cosmonaute Artemis II with a breathtaking meteorite dial, cut from real extraterrestrial stone. Breitling’s stunning homage to itself is the brand’s way of bringing its space exploration legacy back to earth and onto the wrists of its distinguished customers. The Navitimer stands as both tribute and continuation; a timepiece that quite literally pushes beyond the earthly limits of what can be achieved in the fine art and science of horology.

Watch this space

As the world turns its attention to Watches and Wonders and more updates from the biggest names in watchmaking emerge, a clear and singular mission has taken centre stage in the world of luxury. In a world that prizes stimulation, instant gratification and constant reinvention, the bastions of luxury have turned inward. Whether through the quiet retirement of icons, the revival of foundational design codes, or the reanimation of historic collaborations and technical milestones, each brand is asserting a singular, confident narrative: This is who we have always been.