What a Weekend in New York Says About the Watch Industry

I just got back from WatchTime New York, Windup Watch Fair, and several events happening around the city. New York was buzzing the entire weekend.

There were familiar faces, new connections, and more events than I could possibly get to. But one thing really stood out: the excitement surrounding smaller brands and independent watchmakers.

The lines at Windup were wrapped around the building every single day.

I’ve watched this part of the industry grow over the past few years, but seeing that enthusiasm in person put it into perspective.

Windup advertised more than 160 participating brands for this year’s New York fair and added another exhibition hall to accommodate exhibitor demand. For context, Worn & Wound reported more than 11,000 enthusiasts at its 2025 New York event.

WatchTime reported a record 3,000 attendees and 48 exhibiting brands this year, compared with more than 2,700 visitors and 44 brands in 2025. Friday’s VIP opening night was also sold out.

Those numbers don’t tell us where every collector is spending their money. But they reinforce what I felt throughout the weekend: people are excited to discover watches and meet the people behind them.

Collectors are exploring

After nearly 15 years in watch and jewelry retail, I understand the appeal of the established names. Their history, craftsmanship, and recognition are often what bring people into watches.

But collectors have more to explore now.

Some want a design they don’t see every day. Others connect with a founder’s story or enjoy discovering a brand early and watching it grow.

I also wonder how much frustration with waitlists and the buying experience at certain larger brands has encouraged people to look elsewhere.

When someone is ready to celebrate a milestone with a watch, an indefinite wait can take the excitement out of the experience. Another brand has an opportunity to make that person feel welcomed, appreciated, and excited about their purchase.

Smaller brands deserve credit for what they’re creating, too. Many collectors are choosing them because they love the watches themselves.

The established names still command plenty of attention. But they shouldn’t assume that attention is guaranteed.

Creators are turning discovery into community

I was fortunate enough to meet several fellow content creators who had traveled to New York. Their supporters were showing up, too.

Seeing those online connections become conversations in person was one of the best parts of the weekend.

A creator introduces a watch, shares a founder’s story, or highlights a detail someone might otherwise miss. A viewer gets curious, follows the brand, and eventually wants to experience the watch firsthand.

Over time, those discoveries can become loyal communities.

As someone creating watch content myself, I think about that responsibility. What we cover can introduce people to brands they might never encounter in a traditional retail setting.

Getting hands-on still matters

For brands with limited retail distribution, these events offer something a screen can’t.

Collectors can put the watch on their wrist, feel the bracelet, check the proportions, and see how the dial responds to light.

Then there’s the opportunity to speak directly with the people behind it. You can ask what inspired a design, why they chose a particular movement, or what it took to get the watch into production.

That conversation can become part of why someone wants to own it.

Microbrands and independent watchmakers aren’t interchangeable. They cover different price points, production methods, and levels of craftsmanship. But across that range, many are building meaningful relationships through direct access to collectors.

If you sell watches, keep learning

When I was a manager, I encouraged my team, and pushed myself, to learn beyond the brands we represented.

Know your product. Understand your competition. Learn about the other watches your customer might be considering.

That matters even more today.

Your customer may walk in wearing something you’ve never seen or know a smaller brand better than you do.

You don’t have to know everything. I certainly don’t. But you should be interested enough to ask questions.

What drew them to that watch? How did they discover the brand? What made them choose it?

Those answers help you understand the person in front of you and what they value.

Dismissing a watch because you don’t recognize the name is a missed opportunity to learn.

A personal highlight

The VIP evening at WatchTime was probably my favorite part of the weekend.

I saw so many old colleagues, clients, and reconnected with people from different chapters of my career. After years on the retail side, being there through Hot Horology made the experience especially meaningful.

Even after all these years, I’m still meeting people and discovering watches that get me excited.

That’s part of what I want to build through Hot Horology: a place where people can share that enthusiasm, ask questions, and discover more of what this industry offers.

If you work in watches, make time to explore beyond the names you already know. Your customers certainly are.

What smaller brand or independent watchmaker has caught your attention lately, and what drew you in?

Sources:

Windup NYC 2026: Event lineup and expansion

Worn & Wound: 2025 Windup NYC attendance and 2026 plans

WatchTime New York: 2026 event recap

WatchTime New York: 2025 event recap