Time is Luxury

The world of JCK and Luxury just got bigger, further cementing its status as the jewelry and watch show where attendees can get it all. Timepieces at Luxury and JCK, a new area for 2026, is set to showcase an impressive lineup of watchmakers including Movado, Shinola, Citizen, Bulova, Accutron, Alpina, Frederique Constant, and G-SHOCK—to name a few.

Each exhibitor brings its own distinct style and history, from innovative, contemporary design to evolving creations refined over centuries of tradition. Whether retailers are looking to strengthen and expand their stock or they’re just getting started in the watch category, Timepieces at Luxury and JCK has something for everyone.

What sets Movado apart is its “combination of modern, iconic design and 145 years of watchmaking heritage,” says Margot Grinberg, Movado brand president and senior vice president of e-commerce. “Founded in 1881, the brand has long been at the forefront of Swiss craftsmanship and innovation, earning a reputation for creating timepieces that are both technically refined and artistically significant.”

Introduced in 1947, Movado’s minimalist Museum Dial, recognized for its single dot at the 12 o’clock mark symbolizing the sun at high noon, has become one of the most iconic designs in horology. The brand continues to balance heritage with cultural relevance in its newest offerings, creating timepieces that consumers can wear for a lifetime.

“We want attendees to walk away with a deep appreciation for Movado’s rich heritage and our unwavering commitment to design,” Grinberg says of the brand’s show presence. “At Luxury, our ballroom showcases how Movado continues to evolve while staying rooted in Swiss heritage. From refined jewelry-inspired silhouettes to modern reinterpretations of archival designs, our collections are designed to resonate with today’s consumer while offering retailers strong storytelling, design versatility, and incredible value.”

While timepieces aren’t inclined to trends in a traditional sense—particularly ones from storied watchmakers like Movado—there are still movements in the market that point to consumers’ tendencies. “We’re seeing a clear shift toward smaller case sizes and more jewelry-inspired watches, particularly in the women’s category,” Grinberg says. “Consumers are gravitating toward refined proportions, mixed materials, and pieces that transition effortlessly from day to evening. There’s also strong interest in heritage-driven design—bringing back original silhouettes, archival details, and classic styling, but updated for a modern lifestyle.”

Affirming its longstanding relationship with JCK, Movado returns to the show after a few years’ break to reconnect with retail partners. “Being back at JCK and Luxury reflects both the strength of the show and Movado’s continued investment in the jewelry and watch retail community,” Grinberg says.

For Detroit brand Shinola, this will be the first time as an exhibitor. “We see Luxury as a key opportunity to connect with retailers in person, introduce our watch collections in a meaningful way, and build relationships within the broader watch and jewelry community,” says Amy Thompson, the brand’s director of wholesale.

Unlike its Swiss counterparts, Shinola is distinguished by American design, combining premium craftsmanship (each watch is assembled at its Detroit factory), with timeless and on-trend silhouettes. Shinola is one of the cool kids of the watch world, with its aspirational made-in-USA manufacturing, brick-and-mortars in hip neighborhoods, and highly considered design that’s premium without being precious. “For retailers, Shinola offers more than a product: It’s a trusted brand with a deep-rooted story, consistent performance, and strong consumer affinity,” Thompson says.

In its first year exhibiting at Luxury, Thompson hopes visitors can come away with a sense of Shinola as both a watch brand and long-term retail partner. “Our goal is for retailers to leave with a clear understanding of our design ethos, the quality behind our timepieces, and the strength of our brand storytelling. We want them to feel confident in the assortment, inspired by the pieces, and excited about the opportunity to grow together.”

Timeless design and authenticity are the long-lasting elements customers are focused on, Thompson says. “Consumers are gravitating toward wearable case sizes, refined sport styles, and neutral color palettes that transition easily from every day to elevated,” says Thompson. “There’s also growing interest in craftsmanship and origin—how a watch is made and the story behind it. Retailers should prioritize proven core styles while incorporating distinctive details that set their assortment apart at retail.”

If it’s variety you’re looking for, Citizen is a good place to start—but that doesn’t mean it’s all-in on trends. “Rather than chasing short-term ‘trends,’ our legacy and commitment to innovation give us a clear view of where real growth opportunities exist,” says Jeffrey Cohen, president of Citizen Watch America. “One key insight is that consumers don’t want one watch that does everything—they want timepieces with a clear point of view that align with their lifestyle, values, and how they plan to wear them. We use deep consumer data and market insights to identify white space and design watches that meet specific needs, whether through materials, movements, finishes, form or price points.”

Citizen’s data-driven designs are “backed by ongoing conversations with 4,000 consumers weekly and decades of leadership in technologies like titanium and light-powered movements,” Cohen explains. “We help retailers place orders with confidence—knowing the product stories are relevant, differentiated, and demand-driven.”

True to its name, Citizen distinguishes its brand by creating timepieces that appeal to all citizens of the world, Cohen says. “We strive to create watches that serve people, society, and planet. What truly sets Citizen apart is that light-powered technology isn’t a feature for us—it’s the foundation of who we are.” 2026 marks the 50th anniversary of Citizen’s Eco-Drive innovation, the brand’s light-powered movement featured in approximately 70% of its watches and the reason, according to Cohen, consumers consistently cite for choosing and returning to the brand.

2026 also marks Citizen’s first appearance at Luxury (though not its first at JCK). “We hope everyone who visits our booth feels that sense of connection,” Cohen says of the brand’s mission to create watches for all citizens of the world. “While our brand has been around for over 100 years, many consumers (and retailers) are still discovering the full depth and breadth of what the Citizen offers; to that end we are showcasing our premier product at JCK and Luxury. Whether you’re a seasoned collector or new to watches, from men to women and everyone in between, there’s a Citizen timepiece for you.”

Retailers and their customers may be familiar with Citizen and its products, but Citizen Watch Group (CWG) has a portfolio of other recognizable names under its umbrella that will also be showcasing at Luxury: Accutron, Frederique Constant, Alpina, and Bulova.

Cohen describes the varied portfolio of brands: “From Citizen’s leadership in sustainable light-powered technology, to Accutron’s pioneering electrostatic energy and cutting-edge engineering, Frederique Constant’s attainable Swiss luxury and manufacture complications, and Bulova’s American spirit paired with precision and bold design—our strength lies in meeting diverse consumer needs without compromising authenticity or technical excellence.”

“At JCK and Luxury, we want attendees to leave with a clear understanding of how CWG can be a long-term, strategic partner for their business. Our goal is to showcase not only strong product stories, but also how each brand serves a specific consumer and price point, allowing retailers to build a well-rounded and compelling watch assortment. We want visitors to feel the energy of our brands, see the innovation firsthand, and walk away confident in the relevance, reliability, and sell-through potential of our collections,.” Cohen shares.

Timepieces at Luxury and JCK will open to an exclusive audience of passholders from May 27 – 28, before opening to all JCK attendees on May 29. For more information and to register, visit lasvegas.jckonline.com.