Milan becomes the LVMH watchmaking capital. Following Dubai, Singapore, Miami, New York, and Paris, the city will host the sixth edition of LVMH Watch Week, an event at which the luxury giant unveils the latest in haute horlogerie and essentially kicks off the industry's year ahead of Watches and Wonders in Geneva. Thus, the group led by Bernard Arnault chose Milan's heart to promote its Watches section, transforming Via Montenapoleone into a product showcase. Nine maisons are involved: Bulgari, Hublot, Tag Heuer, Zenith, Tiffany & Co., Louis Vuitton, together with Daniel Roth, Gérald Genta, and L’Epée 1839. Bulgari hosts Hublot, Tiffany & Co. hosts Zenith, and Louis Vuitton frames the most experimental high-end watch brands. For three days, Milan will serve as a hub for innovation, industry, and business. Watch Week is expected to attract customers and business partners from Italy, France, Spain, Switzerland, Germany, the United Kingdom, Turkey, Greece, the Middle East, Africa, and India, as well as members of the international press.