Asger Risom
From revived icons to century-old maisons, the coming year is poised to lean heavily on heritage, with collectors watching closely for what brands choose to celebrate—and how.
The luxury watch world rarely moves without looking over its shoulder. As brands head into 2026, a crowded calendar of anniversaries is shaping expectations long before any official announcements.
From revived icons to century-old maisons, the coming year is poised to lean heavily on heritage, with collectors watching closely for what brands choose to celebrate—and how.
A familiar pattern
Milestones have long been a reliable narrative tool for Swiss watchmaking. Anniversary years offer brands a reason to revisit icons, reissue classics, or unveil technically ambitious pieces wrapped in nostalgia.
Recent years have shown how uneven that strategy can be. While some jubilees sparked major launches, others passed with little acknowledgment, reminding collectors that anniversaries guarantee nothing.
Against that backdrop, 2026 stands out for the sheer number of significant dates converging at once.
Nautilus at fifty
Patek Philippe’s Nautilus reaches its 50th anniversary in 2026, marking half a century since the debut of the reference 3700 in 1976.
Designed by Gérald Genta, the model took time to achieve cult status before becoming one of the most sought-after watches in the world. With steel no longer a priority for the brand, speculation has focused on a precious-metal anniversary reference rather than a return to stainless steel.
Patek Philippe previously marked the Nautilus’s 40th anniversary, adding weight to expectations that the brand will not let the 50th pass quietly.
Heuer and Tudor milestones
TAG Heuer’s Monza also turns 50 in 2026. Originally created to celebrate Ferrari’s Formula One success, the Monza has been revived several times, most recently in avant-garde materials. Observers see that modern interpretation as a potential foundation for a commemorative edition.
Tudor, meanwhile, reaches a far larger milestone: its 100th anniversary. Founded in 1926 by Rolex’s Hans Wilsdorf, the brand has rebuilt its identity over the past decade. While details remain unknown, the centenary is widely expected to bring more than cosmetic changes.
Dormant brands return
Gallet’s 200th anniversary coincides with its planned revival under Breitling’s ownership. Long associated with pilot’s watches and chronographs, the brand’s return is expected to emphasize functional, professional models rather than pure heritage pieces.
The timing suggests the anniversary is not incidental, but part of a broader strategy to reintroduce Gallet with historical credibility intact.
Rolex anniversaries loom
Rolex faces multiple anniversaries in 2026, starting with 100 years of the Oyster case. Introduced in 1926, it became the foundation for the brand’s waterproof identity.
Rolex is famously restrained with commemorative models, but the scale of the milestone has fueled speculation about a technical or conceptual release rather than overt anniversary branding.
The Milgauss and Day-Date both trace their origins to 1956, giving them 70-year anniversaries. With the Milgauss currently absent from the catalog and the Day-Date overdue for a structural update, collectors see 2026 as a plausible inflection point.
Thirty years of modern icons
Vacheron Constantin’s Overseas collection turns 30, continuing a lineage that began with the 222 in the 1970s. While a full redesign seems unlikely, special editions are widely anticipated.
Parmigiani Fleurier also marks 30 years since its founding. Known for technical refinement and understated design, the brand may use the anniversary to highlight mechanical achievements rather than nostalgia alone.
Sources: Monochrome-watches
