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

Rolex has officially discontinued the “Pepsi” GMT-Master II

After 3 years of speculation, Rolex has officially announced the release of stainless steel and white gold versions of the GMT-Master II, known colloquially as the “Pepsi Rolex” and possibly the king of watches most recognizable piece with its iconic blue and red finish. The iconic watch is not the only model to be discontinued from the Rolex family, along with the Submariner Date “Cookie Monster,” Datejust 41 “Azzurro,” and Yacht-Master Diamond Dial variants.

This update ushers in a new era of Rolex as the brand celebrates 100 years of the Oyster case architecture that revolutionized the maintenance and longevity of Rolex watches. In 1927, one of the first luxury spectacle-based narrative campaigns was created when swimmer Mercedes Gleitze wore an Oyster while crossing the English Channel, and it turned out to be completely functional. Rolex returns to its roots in 2026 with the launch of the Oyster Perpetual 36 (Jubilee Edition) and the Oyster Perpetual 41 (100 Years). These special anniversary editions will be available to select Rolex customers and are said to be the most sought-after release in 2026.

Louis Vuitton presents the Tambour Taiko Arty Automata

Louis Vuitton also remembers one of the most emblematic moments of its brand with the launch of the Tambour Taiko Arty Automata. While it is unclear if this model will be displayed at the Watches and Wonders convention, the narrative of this piece is compelling. It shows how the fashion house confidently borrows from itself through artist collaboration.

Unveiled this year at LVMH Watch Week, imaginative design meets technical mastery in the standout piece that is the Arty Automata. The unbridled use of color and bold graphic design demonstrates a deep trust in the artist's vision and treatment of the luxury brand. This vibrant fashion watch is both an expression of style and a display of the technical mastery of La Fabrique du Temps Louis Vuitton. A total of seven animated elements make up the dial's automata, creating a skillfully orchestrated mechanical dance, in addition to the continuous rotation of a one-minute tourbillon. Only one touch is needed from the user to bring the Tambour Taiko Arty Automata to life.

This eye-catching fashion piece recalls Louis Vuitton's groundbreaking Takashi Murakami collaboration that transformed the classic LV monogram from an heirloom to a pop culture hallmark 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 that few traditional brands are able to pull off.

Breitling presents the Navitimer Cosmonaute Artemis II

On May 24, 1962, Mercury 7 astronaut Scott Carpenter orbited Earth three times in his customized Breitling Navitimer. Designed to his specifications, Carpenter's custom watch, later called 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 in space; a legacy so firmly cemented in the halls of engineering fame, that the Breitling remains the watch of choice for astronauts today.

Revisiting this seminal legacy in 2026, Breitling presents the Navitimer Cosmonaute Artemis II with a stunning meteorite dial, carved from authentic extraterrestrial stone. Breitling's impressive tribute to itself is the brand's way of returning its legacy of space exploration to Earth and the wrists of its distinguished customers. The Navitimer is both a tribute and a continuation; a watch that literally goes beyond the earthly limits of what can be achieved in the art and science of watchmaking.

Watch this space

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