The Evolution of New York Watch Week – Openwork Episode 23

The Evolution of New York Watch Week: From Niche to Tentpole

In recent years, New York has emerged as a pivotal location for watch enthusiasts and collectors, culminating in what many now refer to as "New York Watch Week." This week features notable events such as Windup Watch Fair and WatchTime New York, alongside other independent events, making it a central gathering for collectors, brands, and media in the U.S.

The United States, recognized as one of the largest markets for luxury watches, has been historically underserved in terms of large-scale events. While Europe and Asia host a variety of watch-related events throughout the year, New York’s ascent to becoming a watch hub reflects the growing importance of the U.S. in the global watch industry. As discussed in the podcast, this rise is organic, without a centralized organizing entity, yet has snowballed into a tentpole event attracting brands, collectors, and media from around the world.

The Windup Watch Fair & WatchTime New York: Hands-On for All Collectors

One of the most notable elements of New York Watch Week is the ability for collectors to go hands-on with watches, something that is not common in the majority of luxury watch events. At events like Watches and Wonders, much of the exhibition is strictly behind glass, and interaction with the timepieces is minimal. In contrast, Windup Watch Fair and WatchTime allow attendees to try on watches ranging from accessible, entry-level brands to high-end luxury pieces.

This democratization of watch fairs makes New York Watch Week accessible to collectors of all levels. Whether you're interested in a $200 watch from Windup or million-dollar pieces from brands like Greubel Forsey at WatchTime, the ability to interact directly with the watches and their makers is unmatched.

The Grassroots Growth of New York Watch Week

What makes New York Watch Week particularly unique is its organic growth. While events in Geneva or Dubai are highly organized with intentional marketing and branding, the New York scene grew from small, independent gatherings into a globally recognized event. Windup started as a niche gathering for enthusiasts, and WatchTime New York grew from the established media brand. Over the years, these events have coalesced into what is now a highlight of the watch industry calendar, despite no official “New York Watch Week” branding.

Watch Industry Shifts: U.S. vs. China

The U.S. remains the largest and most consistent market for watch brands, especially as China’s luxury market faces challenges. During the podcast, the hosts highlighted the importance of the American market in sustaining global watch sales, particularly as economic downturns in China have led to a decline in global luxury watch sales.

Brands are increasingly looking to the U.S. for growth opportunities. New York Watch Week has become a prime time for brands to unveil new models, host media events, and engage with collectors as they prepare for the critical Q4 sales season. For many brands, it’s an opportunity to create buzz ahead of the holiday season, which is when most luxury watch companies generate a significant portion of their annual revenue.

Brand Engagement: The Collector-Centric Experience

A central theme of New York Watch Week is its collector-centric approach. While business deals are made behind closed doors at major trade shows like Watches and Wonders, New York’s watch events are focused almost entirely on engaging the end consumer. Brands value the direct interaction with enthusiasts, who are increasingly influencing market trends through social media and watch forums. For independent brands especially, events like Windup offer an invaluable platform to connect with their audience.

Live Recording: Independent Watch Brands and Their Journey

The podcast featured a live recording with two independent watch brand founders—Martin Frei of Urwerk and Jonathan Ferrer of Brew Watch Company. Their discussion highlighted the contrasting journeys of independent brands from different generations.

• Urwerk: Martin Frei discussed the challenges and opportunities faced by Urwerk, which launched in 1997, long before the rise of social media and digital marketing. In its early days, Urwerk relied on traditional media and word-of-mouth to build a following, often taking unconventional approaches—such as showcasing watches on a heating plate at Baselworld—to capture attention. Despite the lack of immediate success, Frei emphasized the importance of persistence and passion for their craft.
• Brew Watch Company: In contrast, Jonathan Ferrer of Brew shared his experiences as a younger brand launched in 2015, leveraging digital platforms like Instagram to build his brand. Ferrer highlighted how, in today’s watch market, authenticity and direct engagement with the collector community are critical. As a small, independent brand, Ferrer has cultivated a loyal following by personally handling customer service, attending events like Windup, and maintaining a direct connection with his audience.

Final Thoughts: The Future of New York Watch Week

New York Watch Week’s organic growth into one of the world’s major watch events underscores the importance of the U.S. market. What started as a grassroots effort has now attracted the attention of major brands, collectors, and media alike. The balance of business and collector engagement is a key factor in its success, offering a unique blend of accessibility and exclusivity.

For both seasoned collectors and newcomers, New York Watch Week offers a rare chance to immerse themselves in the world of horology, meet the creators behind their favorite brands, and experience a wide array of timepieces first-hand. Looking ahead, it will be interesting to see how the event evolves and whether any organized effort will formalize the already significant “New York Watch Week” in the future.