Live From Aspen Watch Week 2026: Event Recap

Watch Week Aspen just wrapped up its annual celebrations, and we are thrilled to report that it was perhaps the best Watch Week yet. Attendance was high and spirits were higher as watch enthusiasts flocked to Colorado’s hottest ski destination for a memorable few days of education, shopping, and connecting with other timepiece lovers. If you did not get the chance to attend, do not worry: We are here to share our recap of the weekend.

This year’s Watch Week Aspen event took place from August 13 through 16 and was centered around Aspen’s gorgeous downtown shopping district. With charming cobblestone streets and jaw-dropping mountain views, Aspen was the perfect backdrop for this homage to timeless sophistication and enduring craftsmanship. Watch and jewelry retailers throughout the town held a range of events, at which guests could explore unique timepieces, shop for their next favorite accessory, and even learn more about the history of legendary watches.

Of course, one event held a special place in our heart. We were lucky enough to play host to about 150 guests at our Aspen boutique on Friday night, opening our doors for an evening of cocktails and canapes amidst rare and remarkable novelty watches. Many attendees reported that the unique timepieces we had on display were a highlight of Watch Week as a whole.

If you missed us this year, make sure to plan your trip to Aspen during Watch Week next summer. And in the meantime, join us for a behind-the-scenes look at this year’s premier event.

Picture this: A warm evening in Aspen as the sun sets over the iconic Maroon Bells. On the cobblestones of East Cooper Avenue, groups of people congregate with cocktails, enjoying the upbeat mix of a DJ in the background. What store has drawn this crowd? Avi & Co. Aspen.

A display of rare, novelty timepieces was the marquee attraction at our Watch Week Aspen event, and guests had the opportunity to explore one-of-a-kind Rolex watches, limited edition F.P. Journe timepieces, rare Richard Mille creations, and so much more. We even showed off a brand-new release from our own lineup: the Iced Collection “Mini” watch.

Cocktails from ZigZag and light bites from Matsuhisa Aspen kept the party going for hours as guests explored our unique offerings and even tried on luxury timepieces for themselves. There is nothing quite like a night out in Aspen, and sharing food and drinks with fellow watch enthusiasts only adds to this timeless Western ambience.

If you are wishing you could have been present at our Watch Week Aspen Event, we get it. We would feel the same way. Lucky for you, you can now take an inside look at the watches we had on display this year at Watch Week. From unique Rolex Daytonas to rare and renowned Audemars Piguet innovations, discover the hottest pieces in Aspen.

One of the most exciting features of our Watch Week Aspen lineup was the sapphire-studded Rolex Daytona 126599TSA. This is a truly unique and rare watch, and guests were lining up just to get a closer look. With a 40 mm white gold case, this Rolex Daytona features a ring of startling, vivid blue sapphires around the bezel. The index hour markers also feature stunning blue baguette-cut sapphires. Pieces of the bracelet and the crown guards are set with brilliant white diamonds, offering a study in contrast and unparalleled sparkle.

The Rolex Daytona is a renowned timepiece with a rich motorsports history, and this rendition of the watch does not ignore that legacy. Instead, it builds upon the pristine reputation of the Daytona line, elevating it into high jewelry territory with impeccable gem-setting and attention to detail. The contrast between the luminous white gold construction, the obsidian black dial, and the glittering blue sapphires is truly a lesson in harmony and prestige.

Another favorite moment at our Watch Week Aspen event? The long-awaited debut of our gorgeous Iced Collection Mini watch, of course. The newest addition to our hallmark Iced Collection, these miniature variations showcase petite 26 mm cases that are perfectly on trend for wearers of any gender. Exquisite naturally mined diamonds adorn every surface of these timepieces, from the bezel to the dial to the bracelet. Now this is tasteful luxury.

Available in white gold, rose gold, or yellow gold and set with countless diamonds, an Iced Collection Mini watch is a study in detail and balance. Though they are small, these watches are mighty, demonstrating high-end craftsmanship and mechanical precision to the maximum. The Iced Mini watch is more than an accessory. It is a statement of class, taste, and beauty.

At our Aspen Watch Week event, we were excited to show off all kinds of different rare, novelty timepieces. Here, we see an unusual example from the Audemars Piguet Royal Oak line. This captivating watch is crafted from blue ceramic and features an incredible openworked dial that gives the wearer a private look inside the impressive mechanism that powers this piece. Avant-garde design and technical excellence become one, as the dial displays the prowess of the double balance wheel and impressive Caliber 3132. Swiss watch enthusiasts are sure to fall in love with this incredible example of modern innovation without disrupting the timeless design language of the Royal Oak line.

The Rolex Daytona “Rainbow” watch is quickly becoming one of the most in-demand models in the world of haute horlogerie. It combines the sporty heritage of this professional Rolex line with the glamour and prestige of impressive gem-setting. The bezel of this 18K yellow gold watch is set with a rainbow of vibrant natural sapphires, ranging from fiery orange to breezy lavender.

On the watch’s bezel, you will find a stunning display of baguette-cut sapphire index hour markers set amidst a field of small white diamonds, offering unparalleled sparkle and shine. The polished gold subdials on the watch’s face nod to its Daytona heritage without disrupting its commitment to elevated finishes and unique luxury. Furthering this piece’s desirability is its famous wearers, ranging from Patrick Mahomes to Travis Kelce.

From the early days in the watch world, our team at Avi & Co. has put special effort into curating an unmatched collection of rare and unique Richard Mille watches. Over the years, we have been lucky enough to handle, buy, and sell some of the rarest Richard Mille pieces around. From the RM 38-02 Bubba Watson Pink Tourbillon to the openworked RM 27-05 Rafael Nadal, we have truly seen every chapter of Richard Mile’s development. Whenever you stop by one of our boutiques, make sure to inquire about our latest acquisitions from this avant garde Swiss brand, known for its commitment to elite engineering and unique architectural designs.

Recent years have brought Swiss brand F.P. Journe skyrocketing to the top echelons of haute horlogerie. Although the company is a relatively new addition to the luxury watch scene, its eponymous founder stands out from the crowd due to his commitment to the brand’s motto: invenit et fecit. This Latin phrase translates to invented and made, a nod to F.P. Journe’s dedication to creating his timepieces completely in house, from first ideation to final touches.

We were thrilled to show off some of our favorite pieces from our F.P. Journe collection at Watch Week Aspen, allowing visitors to glimpse one of this year’s hottest brands firsthand. Due to their entirely in-house creation, F.P. Journe’s production numbers are extremely low, making these pieces very rare and highly desirable on the secondary market.

The end of Watch Week Aspen does not mean the end of luxury horology at Avi & Co. In fact, far from it. Our three boutiques are stocked with our very own decadent Avi & Co. watch lines as well as our renowned collection of luxury watch brands from around the globe, including Rolex, Richard Mille, Audemars Piguet, and Patek Philippe. Do not forget to explore our Diamonds by Avi & Co. jewelry line, perfect for the sophisticated modern woman, when you visit.

Find us Miami, Manhattan, and Aspen for bespoke shopping experiences you will not soon forget. Make an appointment to shop via private appointment with us in person today. We cannot wait to welcome you into the Avi & Co. family.