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As a watch enthusiast, attending watch trade shows and conventions are thoroughly engaging. Tradeshows have everything: watches, accessories, and even software. “The importance of trade shows,” Avi & Co.’s Sales Manager Roman Sionov says, “is that it gives you an idea of the current state of the market, how the prices are doing, and what current inventory is out there. This could mean that there are a lot of new watches or very little inventory at the moment. If there’s little inventory, the prices tend to go up. If there’s a lot of inventory in the shows, that tells us that prices might be coming down a bit because a lot of people have watches and want to offload.”
Conventions, on the other hand, are a great platform for businesses such as Rolex, Audemars Piguet, and Richard Mille to market their new products to customers as well as for customers to engage in networking opportunities. People from all over the world attend to see the luxury watches and purchase them without the wait of stores having to purchase the inventory first. It’s efficient, entertaining, and an occasion you won’t want to miss out on.
Watches & Wonders
Formerly known as SIHH (Salon International de la Haute Horlogerie) plus Baselworld (which unfortunately halted in 2020 following the pandemic’s travel restrictions), Watches & Wonders is the biggest watch convention in the world. Located in Geneva, Switzerland from March 27th – April 2nd, 2023, the event attracts about 22,000 visitors (only 1,000 of which are press). According to ManOfMany, “Nearly 50 Maisons and watch manufacturers will be exhibiting their wonders in Geneva, the largest number in the event’s history.”
If you are a watch collector or enthusiast, this is the show you will want to physically be at. Between unveiling the latest ground-breaking timepieces before they hit shelves, and panel discussions on topics such as the metaverse and NFTs, it’s almost impossible to see what every brand has to offer. Not only do you get to touch the latest models from brands across the world, but you also get to meet people who also share the same love of horology as you do.
One of the most fascinating topics I found that will be presented is the photographic exhibition entitled ‘What time is it?’ It will investigate our relationship with time and how it’s perceived. The artist found that no matter where in the world they asked the infamous question, everyone responds with the same movement: a simple flick of the wrist to check their watch.
What’s exciting about this year’s event is the continuation of the hybrid style. For those who don’t believe the hybrid schedule will be successful, last year’s hybrid event brought 350 million visitors from a whopping 22,000 in-person ones. W&W will be using a digital system so that we can see new products from their official website and YouTube channel. I love that this keeps the event exclusive while still including everyone who can’t presently afford to attend or travel.
“It was the right decision to be there,” said Thierry Stern, president of Patek Philippe. “It’s the only time of the year I can see everyone in a week, and digital allows you to promote your brand worldwide.”
What’s even more exhilarating for watch lovers of all ages is that while the first days are reserved for business visitors, the event will open to the general public for the first time on April 1st and 2nd. This allows fans to learn about the watch world in an exclusive way that’s not possible online. (I don’t know about you, but knowing special information before everyone else is a win in my book!)
Jet d’Eau Fountain located in Geneva, Switzerland
Watch: Patek Philippe Aquanaut
Watch Time
Multi-day New York City trade show, Watch Time will be bringing the watch community together from October 20th – 22nd 2023. Luxury brands such as A. Lange & Söhne, Blancpain, and Breguet will be in attendance. You can listen to panel discussions and join the conversation with your favorite brands in the greatest city in the world.
As America’s number 1 watch magazine, it’s no surprise why this trade show should be added to your calendar this year. I admire that the magazine writes not only about the watches themselves, but also focuses on the community of watch lovers who design, manufacture, wear, and appreciate them. In the same vein that you can’t create a Hollywood blockbuster film by yourself, the watch industry is also about how everyone works together like the cogs inside a watch.
Cover of Watch Time Magazine, 2010
Windup Watch Fair
With Windup Watch Fair on the same weekend as Watch Time, you can make an entire weekend out of watches! This trade show brings about a much more engaging and fun environment, as it’s free and open to the public. Twice the size of their event space from last year, there will be plenty of time for collectors and dealers to network and for first-time watch buyers to learn more about production.
What’s perfect about this particular event is that it pops up in three different locations each year. If you can’t make it out to New York, you can participate in Chicago’s show July 14th – 16th or San Francisco April 28th – 30th. This is one of the most popular consumer events in the watch world that I’m hoping to be first in line for.
Patek Philippe Complications
Other Notable Watch Trade Shows
International Watch and Jewelry Guild – Las Vegas: March 20th – 21st 2023
Founded in 1988, shows are held in first-class hotels where people can buy, sell, and trade vintage and luxury watches, as well as estate jewelry and imported diamonds.
Couture – Las Vegas: June 1st – 4th 2023
Couture is an exclusive and intimate destination for an elite community to discuss and collaborate on fine jewelry and luxury timepieces.
HKTDC Hong Kong Watch & Clock Fair 2023 – Hong Kong: September 5th – 9th 2023
A huge fair, you will not only find watches and clocks, but parts and components, equipment, machinery, and packaging.
The New York City Jewelry & Watch Show – NYC: October 26th – 29th 2023
From broaches, necklaces, and bracelets to luxury timepieces, there’s a little gem for everyone to enjoy.
Why Should I Participate in a Watch Trade Show or Convention?
Watch trade shows are geared toward dealers and collectors; they care about the enthusiasts in their business. At most shows, you can physically handle luxury timepieces at all price points that you would typically only scroll through online or gaze at behind a glass case. These shows are opportunities to get a sneak-peak and purchase a timepiece that won’t be available to the public for a couple of seasons. Even if you’re not planning on purchasing anything, it’s always good to support the industry that you are passionate about.
These luxury brands are marketing to the consumers, and what’s the point of a convention if the consumers can’t physically be there? Though retailers were once the primary target of conventions, Watches & Wonders opening to the public is a bigger deal than it may seem. Meeting other enthusiasts and learning about the world of watches in a way you can’t anywhere else allows you to be a part of a bigger community.
Are Watch Trade Shows Better in Person or Digital?
While we have become so accustomed to seeing everything digitally since the pandemic, nothing beats seeing something in person. Doing everything virtually has become a bit monotonous. Nobody would ever say that playing a video game about skiing in Aspen is better than feeling the wind in your hair as you glide down the physical slope. Even pictures can sometimes feel obsolete; you can see 100 pictures of the Eiffel Tower, but still feel completely starstruck upon seeing it sparkle right in front of you.
Being able to see a luxury timepiece with your own eyes and see the condition of the watch if it’s used gives you clarity that you’re buying exactly what you intended. You don’t have to worry about ordering something online and being disappointed when it’s not exactly what was promised when you take it out of the box. You are also able to try on the watch and get a feel for how the size fits around your wrist. For dealers, it’s an opportunity to buy inventory for stock and see what else is out there.
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At the end of the day, whether you are a dealer or customer, the choice to attend a trade show or convention is yours! Just like Avi & Co. believes you should choose the watch that feels most comfortable for you, the same can be said about how or why you attend any watch event. The watch culture is an essential luxury to celebrate. We can’t wait to celebrate with you!
