Which new timepieces are selling like hot cakes? Which ones are flying under the radar? And how strong is the watch market right now, anyway? We called up an executive at Watches of Switzerland to find out.

Over the weekend, a 1987 Cartier Crash set a staggering new record at auction. Here’s what that tells us about the state of watches in 2026.

Over the past decade, the Parisian jeweler has reemerged as one of the most desirable and profitable watch brands on the planet. Here, Cartier exec Arnaud Carrez explains exactly how that happened.

For months, the actor has been spotted in Urban Jürgensen timepieces. Now, he’s joining the historic watchmaker as a partner and creative advisor.

Fresh off his flight from Geneva, GQ watch editor Cam Wolf weighs in on the hottest trends in timepieces, explains why great watches seem less accessible than ever, and recounts his one-on-one hang with Rexhep Rexhepi and his stunning new release.

All the coolest, most important, and most desirable new releases from the biggest watch event of the year.

Including one of the sharpest versions of the Crash ever.

The new Monaco looks an awful lot like the old Monaco. Hallelujah.

From a premium upgrade on the Daytona to one of the Crown’s most daring designs ever, here are all the latest additions to the Rolex canon.

Since its debut last year, Zenith’s G.F.J. has sold out, walked the Oscars red carpet, and won important prizes. An expanded collection aims to keep collectors in its thrall.

From a genius watchmaker’s latest masterpiece to a perfect rendition of a historic dive watch, here’s an early look at the year’s finest timepieces.

After three decades on the shelf, the historic watchmaker is finally returning with new versions of iconic models like the Polerouter and Compax. GQ spoke to several key players for the full story behind UG’s splashy revival.