SIG SAUER at IWA 2026: All you need to know

Opening up to the world

Over the past decade, SIG SAUER’s main focus has been reinforcing its position as a leader in the US military, defence, law enforcement, and civilian shooting markets. But now, as Daniele explains, the strategy is evolving as SIG looks towards expansion on the international stage.

“The focus on the domestic market meant that we naturally had less capacity to build the brand outside of the US in the way we would like,” he details. “We have still seen growth by working with good distributors in countries such as Germany and Poland; however, there have also been some countries where much more could be done.”

From 2026 onwards, the game is changed for SIG SAUER. Daniele and several other European-based colleagues were recently brought on as part of this latest project to build and reinforce a team that can help grow in Europe and other international markets.

“We stepped up to become one of the market leaders in the US in most of our categories, so the next step for us is to reestablish our position outside of the domestic market. Of course, the US will receive the same level of innovation and service as always, but we will also extend and expand the focus on Europe, Asia, the Middle East, and Latin America.”

There are few places better to kick-start the process than IWA OutdoorClassics.

Returning to IWA OutdoorClassics

In 2025, SIG SAUER was at IWA through its partner German Sport Guns, and while this was a successful outing, the belief is that it can more successfully meet its objectives with its own bespoke stand in 2026. 

Daniele says: “We want to be present and have our full team at the event, alongside the complete product catalogue available to European and international markets.

“It’s an opportunity for us to show the faces behind our European and international push and to showcase the opportunities we can offer – not just great products, but also through marketing strategy and events. We don’t want to simply sell products; we want to be partners and have people to know they can rely on us.”

New products and new innovations

Now for the exciting part: what can we expect to see at the SIG SAUER booth in 2026? Naturally, many of the new innovations for 2026 are still under wraps, but as Daniele explains, numerous products and accessories launched in the summer of 2025 will get their first true showing at IWA.

“One of the things I can tell you about is the P211 pistol, which is probably one of the most exciting things that our European customers will see at IWA. We hosted a few events showcasing this pistol in Italy, Poland and the Czech Republic and the response from the industry and the public has been great.”

For those not familiar, the P211 is a feature-rich pistol built for speed and precision. Attributes of the P211-GTO model include a MACH3D compensator attached to a 4.4-inch bull barrel, SIGLOC PRO optic-ready slide with aggressive slide serrations and ambidextrous slide release. 

Daniele continues: “When you launch a pistol that costs some thousand euro, you need to ensure the product is understood and appreciated, and even better let people experience it personally.”

“We will also present new rifle and optics lines; the optics business is growing, and we realized that many consumers in Europe appreciate of diverse rifle portfolio, so we welcome the opportunity to increase the focus on those incredible products."

“In general, our objective at IWA is to make our customers aware of our strong, historic brand and the wide range of products.”

Opportunities for the firearms industry

As mentioned in the introduction, one of IWA OutdoorClassic’s key benefits is to pick up on trends and see where the market is going in the future. The SIG SAUER booth will be no exception. Daniele tells us that there will likely be a focus on the ROSE collection, a line of products and a community developed to bring women into shooting sports.

“This is another important program we invested in; we want to ensure that shooting is no longer a sector that only appeals to men,” says Daniele. “We see women as an important and growing part of our audience and want to foster a sense of inclusion.

“Rose is not only a product line, but a community. It’s our mission to create confidence and bring women voices into our products and a sense of certainty when they go to the shooting ranges.

“It is my personal ambition within the projects I am working on at SIG SAUER to grow the consumer base. If we want to grow as an industry, now is the time to grow the overall pie and not just steal market share from each other. This is our mission in the next few years – working on projects that can capture new users.”

This is an ideology that is not unique to SIG SAUER. The shooting market is one of great tradition, whereby the focus must now switch to how to attract new people into the market. SIG laid down the gauntlet by not only working with top women shooters to develop such weapons, but also by having a strong focus on not only high-performance, but also the aesthetics of its products.

“I see SIG SAUER as the Apple of the shooting world: technology married with liberal arts. We make products with quality and performance at the top of our mind without compromising the beauty of the products themselves.

“Our products, from the entry level up to the premium offerings, focus on being beautiful to look at and to handle: from the quality of finishes to colours and materials used, everything is designed to make them look outstanding.” concludes Daniele.