LVMH’s annual horological showcase returned for its seventh edition — this time in Milan, not Paris — and the group’s nine watchmaking maisons delivered more than fifty new timepieces across three intense January days.
Milan, Italy — January 19–21, 2026
TL;DR — Key Takeaways
LVMH Watch Week 2026 moved from Paris to Milan’s Via Montenapoleone for the first time. Nine brands showcased 50+ new references. The standout launches were TAG Heuer’s first-ever Carrera split-seconds chronograph ($127,000), Hublot’s ceramic Big Bang Unico SR_A with Samuel Ross ($31,200), Zenith’s blacked-out DEFY Skyline Chronograph in full ceramic ($23,600), and Bulgari’s extraordinary Maglia Milanese Monete secret watch (€157,000). The Milan move signals LVMH’s intent to create its own horological identity outside the Geneva calendar.
Table of Contents
- Why Milan? The Strategic Shift
- TAG Heuer: The Carrera Split-Seconds Chronograph
- Hublot: Big Bang Unico SR_A by Samuel Ross
- Zenith: DEFY Skyline Chronograph in Black Ceramic
- Bulgari: Maglia Milanese Monete Secret Watch
- Other Highlights: Louis Vuitton, Tiffany & More
- Spec Comparison Table
- Final Verdict: Winners & Trends
- Frequently Asked Questions
- Related Articles
Why Milan? The Strategic Shift
For six editions, LVMH Watch Week called Paris home. The decision to relocate to Milan’s Via Montenapoleone — the world’s most expensive shopping street — was deliberate and symbolic. Milan is Bulgari’s spiritual home, the birthplace of the Milanese mesh bracelet technique, and a fashion capital that attracts a different audience than Geneva or Paris.
By staging the event on Via Monte, LVMH placed its watches alongside the world’s top luxury fashion houses. Each of the nine brands occupied its own space along the storied avenue, creating an immersive “watch walk” that felt more like an exclusive gallery exhibition than a traditional trade fair. The intimate format — invitation-only for international press and retail partners — allowed genuine conversations with brand leadership and watchmakers.
The nine participating brands were Bulgari, Daniel Roth, Gérald Genta, Hublot, L’Epée 1839, Louis Vuitton, TAG Heuer, Tiffany, and Zenith — a lineup that showcased the full breadth of LVMH’s watchmaking portfolio from accessible sport watches to six-figure haute horlogerie.
TAG Heuer: The Carrera Split-Seconds Chronograph
The most technically ambitious release of the entire event was TAG Heuer’s first-ever Carrera Split-Seconds Chronograph — a rattrapante complication housed in a 42mm grade-5 titanium case containing more than 350 hand-finished components. This is TAG Heuer at its absolute peak, a statement piece that proves the brand can compete at the highest levels of Swiss watchmaking.
The new calibre TH81-01, developed in close collaboration with Vaucher Manufacture Fleurier, builds on the TH81-00 platform and operates at 5 Hz (36,000 vph) for precise split-seconds timekeeping. Refined, elongated pushers flank the crown to operate the chronograph, while an elegantly integrated pusher at 9 o’clock activates the split-seconds function.
Power reserve varies by usage: 65 hours with the chronograph disengaged, 55 hours when active. The domed crystal showcases the skeletonised dial and hand-finished movement — a visual feast for complications enthusiasts. At $127,000 USD, this places TAG Heuer firmly in serious haute horlogerie territory, with availability through authorised dealers from June 2026.
Why it matters: The Carrera Split-Seconds proves TAG Heuer isn’t content being “just” a sport chronograph brand. This is a direct challenge to the likes of traditional haute horlogerie houses, and the $127K price positions it against Patek Philippe and Lange & Söhne complications.
Hublot: Big Bang Unico SR_A by Samuel Ross
British designer Samuel Ross has been one of Hublot’s most creatively adventurous collaborators, and the fourth watch in their partnership might be the best yet. The Big Bang Unico SR_A All Black is the first SR_A edition powered by Hublot’s in-house Unico movement — a significant upgrade from the previous quartz-based collaborations.
The 42mm case is crafted entirely from satin-finished and polished black ceramic, with black-plated titanium screws on the bezel and lateral bumpers. Ross’s industrial-design DNA shows in every detail: white numerals running around the case represent days of the month, and a brand-new honeycomb-motif rubber strap adds tactile interest. The matte black skeleton dial exposes the HUB1280 calibre’s column wheel above the 6 o’clock position — visible horological mechanics meeting avant-garde design.
The HUB1280 delivers a flyback chronograph function with a generous 72-hour power reserve. Limited to just 200 pieces at $31,200 USD, the SR_A arrives as Hublot celebrates twenty years of the All Black concept — making this a collector’s piece with genuine historical significance.
Zenith: DEFY Skyline Chronograph in Black Ceramic
Zenith’s DEFY Skyline has become one of the most compelling integrated-bracelet sport watches in the market, and this full black ceramic execution might be the most desirable version yet. The 42mm monochrome case sharpens the watch’s faceted geometry and reinforces its contemporary, urban character — think stealth architecture rather than flashy luxury.
Inside beats the legendary El Primero 3600 — Zenith’s current-generation high-frequency chronograph operating at 36,000 vph (5 Hz). The central chronograph hand completes a full rotation every ten seconds, enabling genuine 1/10th-of-a-second precision — a capability that most chronographs simply cannot match. Silicon escape wheel and lever, stop-seconds mechanism, and a 60-hour power reserve round out the technical spec sheet.
The black dial features the familiar DEFY Skyline star pattern with rhodium-plated faceted indexes and white Super-LumiNova, while the chronograph hands get red accents for legibility. The package comes with both a two-link black ceramic bracelet and a patterned rubber strap, swappable via Zenith’s tool-free quick-change system. Priced at $23,600 USD (CHF 18,900), this represents remarkable value for a full-ceramic, high-frequency chronograph from an established manufacture.
Bulgari: Maglia Milanese Monete Secret Watch
If TAG Heuer brought the technical fireworks, Bulgari brought the pure artistry. The Maglia Milanese Monete is a secret watch — the dial hidden beneath a hinged lid — that combines an authentic ancient Roman coin (dating from 198–297 AD, depicting Emperor Caracalla) with a handwoven rose-gold Milanese mesh bracelet and Bulgari’s record-breaking miniature movement.
The coin sits within an octagonal frame of brilliant-cut diamonds, a geometric language that extends throughout the case construction. Powering this extraordinary piece is the Piccolissimo BVP100 — at just 2.5mm thick, Bulgari claims it’s the world’s smallest round mechanical movement. It’s hand-wound, runs at 21,600 vph, and offers a 30-hour power reserve.
The Milanese mesh bracelet itself is a tribute to Milan’s goldsmithing heritage — a Renaissance-era technique where interlaced gold threads produce a fabric of remarkable suppleness. Available in two sizes at €157,000, this is unabashedly a collector’s piece and a showcase of Bulgari’s mastery across jewellery, goldsmithing, and watchmaking.
Other Highlights: Louis Vuitton, Tiffany & More
Beyond the four headline-grabbing releases, LVMH Watch Week 2026 delivered compelling watches across the group’s full portfolio. Louis Vuitton continued expanding its high-watchmaking credentials, while Tiffany & Co. showcased refined dress watches that leveraged its iconic design language. The presence of revived heritage brands Daniel Roth and Gérald Genta — both legendary names in independent watchmaking — added historical weight to the proceedings.
L’Epée 1839, LVMH’s clock specialist, brought its characteristic blend of mechanical sculpture and timekeeping. And while not a brand launch per se, the event’s Milan setting allowed each maison to present its watches within the context of broader luxury culture — fashion, design, architecture, and gastronomy — creating a richer brand experience than a conventional watch fair could deliver.
Spec Comparison: The Four Standout Releases
| Specification | TAG Heuer Carrera Split-Seconds | Hublot Big Bang Unico SR_A | Zenith DEFY Skyline Chrono | Bulgari Monete |
|---|---|---|---|---|
| Case Size | 42mm | 42mm | 42mm | Varies (2 sizes) |
| Case Material | Grade-5 Titanium | Black Ceramic | Black Ceramic | Rose Gold + Diamonds |
| Movement | TH81-01 (auto) | HUB1280 Unico (auto) | El Primero 3600 (auto) | BVP100 (hand-wound) |
| Frequency | 5 Hz (36,000 vph) | 4 Hz (28,800 vph) | 5 Hz (36,000 vph) | 3 Hz (21,600 vph) |
| Power Reserve | 65h / 55h (chrono on) | 72 hours | 60 hours | 30 hours |
| Complication | Split-seconds chrono | Flyback chronograph | 1/10th sec chronograph | Secret watch (hinged lid) |
| Limited | No | 200 pieces | No | Limited production |
| Price | $127,000 USD | $31,200 USD | $23,600 USD | €157,000 |
Final Verdict: Winners & Trends
Best Overall Release: TAG Heuer Carrera Split-Seconds Chronograph. Not because it’s the most expensive, but because it fundamentally repositions TAG Heuer as a serious haute horlogerie contender. The TH81-01 movement is a genuine technical achievement.
Best Value: Zenith DEFY Skyline Chronograph in Black Ceramic. A full-ceramic, high-frequency chronograph with 1/10th-second precision, a ceramic bracelet, and a tool-free strap-change system for under $24K? That’s exceptional value from any manufacture, let alone one with Zenith’s El Primero heritage.
Most Collectible: Hublot Big Bang Unico SR_A. Just 200 pieces, the first Unico-powered Samuel Ross collaboration, and timed to Hublot’s 20th anniversary of the All Black concept. This will appreciate.
Most Artistic: Bulgari Maglia Milanese Monete. A genuine fusion of archaeology, Renaissance goldsmithing, and modern micro-mechanics. There’s nothing else like it in the market.
The bigger trend: LVMH Watch Week 2026 showed a group that’s no longer content to play second fiddle to Watches & Wonders. The Milan move, the breadth of new launches, and the revival of Daniel Roth and Gérald Genta all signal ambition. With Watches & Wonders 2027 adding Breitling and the new Basilia fair launching in Basel, the 2027 watch calendar is shaping up to be the most competitive in a generation.
Frequently Asked Questions
LVMH Watch Week 2026 took place from January 19–21, 2026, on Via Montenapoleone in Milan, Italy. This was the first time the event moved from Paris to Milan, marking its seventh edition.
Nine LVMH watchmaking brands participated: Bulgari, Daniel Roth, Gérald Genta, Hublot, L’Epée 1839, Louis Vuitton, TAG Heuer, Tiffany, and Zenith. Together they unveiled more than fifty new timepieces.
The most expensive piece was the Bulgari Maglia Milanese Monete secret watch at €157,000, featuring an authentic ancient Roman coin and a rose-gold Milanese mesh bracelet. The TAG Heuer Carrera Split-Seconds Chronograph at $127,000 USD was the most expensive wristwatch.
The TAG Heuer Carrera Split-Seconds Chronograph has an MSRP of $127,000 USD. It features a 42mm grade-5 titanium case, the new TH81-01 rattrapante calibre with 350+ hand-finished components, and is available through authorised dealers from June 2026.
Yes, the Hublot Big Bang Unico SR_A All Black is limited to 200 pieces worldwide, priced at $31,200 USD. It’s the fourth collaboration between Hublot and British designer Samuel Ross, and the first to use Hublot’s in-house Unico chronograph movement.
No, LVMH Watch Week is a private, invitation-only event for international press and select retail partners. Unlike Watches & Wonders, which offers public access days, LVMH Watch Week is exclusively a trade and media event. The public can follow coverage from watch media outlets during and after the event.
The Zenith DEFY Skyline Chronograph in black ceramic ($23,600) offers a high-frequency El Primero movement with 1/10th-second precision, a full ceramic case and bracelet, and tool-free strap changing — at roughly one-quarter the price of an Audemars Piguet Royal Oak Chronograph. While the Royal Oak carries more brand cachet, the Zenith arguably delivers more horological substance per dollar.
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This article was researched with the help of AI. While we strive to keep all information accurate and up to date, there may be errors. If you notice any discrepancies, please contact us.
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