2025 has been a milestone year for the Madrid System — marked by bold changes, enhanced services, and stronger global engagement. From the launch of the fully integrated eMadrid – transforming trademark management – to streamlined procedures, automated processes and legal updates, we’ve made it faster, smarter and easier to protect your trademarks globally.
The momentum has been equally strong on the filings front with around 58,000 international trademark applications processed across the year — that’s the equivalent of 230 every working day!
Missed some of the highlights?
Here’s your quick tour of our biggest 2025 milestones.
The new eMadrid with integrated workbench
Between May and December, we successfully transitioned to the new eMadrid – a fully integrated digital environment with personal workbench to manage your international trademark registrations throughout their lifecycle.
- Users from 100+ countries are now using the platform
- 65% of all existing international trademark registrations are being managed through eMadrid
- Over 70% of high-volume users are managing their assets centrally through their eMadrid workbench
- It’s the most significant digital milestone in the history of the Madrid System!
Thank you to our global community – including hundreds of you in our Madrid System user group – who helped shape and test its design and beta phases – helping us deliver a platform that meets your real-world needs. And, thanks to our customer support team who’ve been on hand with personalized assistance – from helping onboard new users and populate workbenches, to guiding power users through the most advanced features.
We’re looking forward to bringing you more eMadrid enhancements in 2026.
Stronger security for your international trademark registrations
Since November, on‑record holder and representative email addresses have become mandatory, allowing us to:
- Verify identity when changes are requested, by matching login email to the on-record email, or using electronic authorization (signature)
- Prevent unauthorized access to your assets
- Communicate directly if important issues arise.
Reminder: We never share email addresses with third parties. Your contact details are used solely for international trademark registration administration and security verification.
Are any of your assets missing email addresses? Add them using "Change holder details" or "Manage representative".
Expanding Madrid e-Filing
Our Madrid e-Filing service saw wider adoption by Madrid System members, enabling more users to:
- File their international trademark applications online
- Communicate directly with their Office of origin
- Receive and respond to any irregularity notices that we (WIPO) issue.
Close to 40 members now offer the service, with more joining in 2026.
Harnessing AI for speed and accuracy
2025 saw the introduction of artificial intelligence tools into selected processes within the Madrid System’s operations, helping us to:
- Reduce processing times for certain routine tasks
- Maintain quality and accuracy
- Free up expert staff time for more complex and added value user needs.
We’ll keep exploring AI in 2026 to deliver faster, smarter services while maintaining the integrity you rely on.
Legal updates: Strengthening your rights and our procedures
2025 brought important amendments to the Madrid System Regulations, making processes clearer, faster, and more aligned with domestic systems:
- More time to respond to provisional refusals: Offices issuing provisional refusals must now give holders a minimum of two months to respond (unless they opted out before February 1, 2025).
- Accepting partial replacement: Offices must now accept partial replacement — meaning it’s now sufficient to record a replacement where goods/services in registrations overlap.
- Mandatory email addresses for most transactions: Holders and representatives must provide unique email addresses when making transactions (except renewals).
- Individual fees recalculated in Swiss francs: We (WIPO) now recalculate individual fees in Swiss francs when relevant exchange rates fluctuate (less than 5%) — ensuring Madrid System fees remain better aligned with domestic fees.
Connecting globally through webinars
We’ve hosted 40+ public webinars across seven languages, interacting with more than 5,200 participants from 100+ countries. They provide a valuable opportunity for us to connect with you directly and for you to get answers to all your questions.
Most popular sessions in 2025:
- eMadrid Power User Tips (September) – Almost 680 attendees explored portfolio management, access rights and smart alerts. [Video recording in English]
- eMadrid Masterclass (September) – More than 600 attendees learned how to populate and configure their new workbench. [Video recording in English]
Missed a webinar? Browse recordings of our 2025 webinars. And look out for our new 2026 webinar program coming in January!
Expanded outreach: Connecting with you more — and smarter
In 2025, we stepped up our global outreach to engage more effectively with you:
- Targeted digital marketing campaigns to tailor our interactions
- Lead management initiatives for more personal follow-up
- Callback services for quicker follow-up with stakeholders who need more support
- Direct engagement with you through one-to-one meetings, seminars and workshops at WIPO’s Geneva headquarters and during country visits.
- More active use of social media delivering news, tips, and updates directly to your feed
Not following us yet?
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What’s ahead in 2026?
We’ll continue modernizing the Madrid System, with faster, smarter and more connected services, integrating ever more closely with other WIPO intellectual property (IP) services and national/regional IP Offices via enhanced API connections.
AI and automation will play a bigger role than ever, with expanded AI‑powered customer support, classification tools with up to 97% accuracy, and pilot automation in formality examination – all with strong quality controls and human oversight.
We’ll deepen engagement with our community through targeted support and expanded training opportunities.
Our goal? To further strengthen the Madrid System’s position as a modern, accessible, and trusted framework for global trademark protection — responsive to users, technologically advanced, and ready for continued growth worldwide.
Keep up with Madrid System news
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- Have questions? Contact us.
Warmest wishes from all of us at the Madrid Registry for a happy, healthy, and creative 2026.