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Add Texture to GoogleIn October 2026, the watchmaking world will not gather in a single location or follow a single ritual. It will move between the palaces of Milan, the grand halls of Manhattan, the screens of a Birmingham auction house, and competitions accessible with just a few clicks. This fragmented landscape reflects a very tangible shift: seeing a watch no longer means merely admiring it behind a display case. People want to try it on, talk with its makers, compare a vintage piece to an independent creation, or take a chance at wearing one on their wrist.
New York: Two Ways to Explore the Collection
From October 16 to 18, New York will showcase two very distinct facets of the passion for watches. On one hand, WatchTime New York will take over Gotham Hall for its eleventh edition. On the other, the Windup Watch Fair will return to Manhattan, its home turf, at Center415. Both events take place on the same dates, but their formats differ enough to offer two distinct ways to approach the collection.
At Gotham Hall, WatchTime New York follows a structured format, with general admission starting at $35, or about 25 British pounds. On Friday evening, visitors with a special ticket can attend a cocktail reception, followed—for those who wish—by a three-course dinner. The weekend then offers more opportunities for sessions open to the public, discussions, and presentations.
The event’s appeal lies in its diverse range of brands. Well-established Swiss houses such as Ulysse Nardin and Zenith will be featured alongside brands whose timepieces appeal to a more discerning audience, including Urwerk, Voutilainen, and Moritz Grossmann. This intimacy changes the nature of the visit: the watch ceases to be merely an object on display. It can be handled, tried on, and examined in detail, while visitors engage with the people who design it.
Conferences and panel discussions will further foster this direct connection. In an industry where discourse often boils down to a technical spec sheet or a marketing campaign, the opportunity to ask questions, compare approaches, and understand the logic behind the manufacturing process carries particular weight. WatchTime New York thus brings together under one roof the prestige of the major watchmakers and the creative vitality of independent watchmaking.
A few blocks away, the atmosphere will be more relaxed. The Windup Watch Fair brings together more than 160 brands and marks its tenth anniversary with a simple principle: admission is free, and no purchase is required on-site. Bremont and Bulova are among the well-known names, while much of the appeal lies in the independent brands—those that rarely enjoy such visibility among collectors.
The fair emphasizes interaction and hands-on experience. Its program features watch demonstrations, areas for customizing watchbands, public discussions, and gatherings of enthusiasts. Here, visitors aren’t expected to follow the formalities of a boutique: they can wander among the booths, try on watches, revisit a piece, and chat with fellow enthusiasts. This atmosphere has helped establish the event as a fixture on the New York calendar since its inception.
Milan: A Dialogue Between Two Design Cultures
Before New York, Milan will kick off the month with Milano Watch Week, held October 2–4, 2026, at the Palazzo Mezzanotte. Admission will be free—a choice consistent with an event designed as a space for interaction rather than a series of detached presentations.
More than 50 brands will be represented, ranging from established manufacturers to independent designers. The format is based on a fundamental promise—one that remains all too rare in the watch industry—where brand teams are present and watches can be tried on. This opportunity may seem obvious, yet it is crucial. The diameter, the thickness, the feel of a strap, the way a dial plays with light, or how a case sits on the wrist—these cannot be judged from a picture.
Milan’s setting adds an extra dimension. The week is built on the exchange between Italian design studios and Swiss watchmaking expertise. The goal is not to blur their identities, but to bring together two cultures that are deeply attuned to form, materials, and the objects they wear. Within the setting of the Palazzo Mezzanotte, this encounter takes on a more urban dimension than a strictly commercial one: here, a watch also appears as an element of visual language.
The market extends all the way to Birmingham
October’s watch-related events will not be limited to trade shows. On October 28, Fellows will host an auction in Birmingham dedicated exclusively to watches. The decision to hold a digital auction rather than an in-person one reflects another market reality: the search for a piece can now be conducted remotely, without sacrificing the diversity of the items on offer.
The selection will bring together vintage models and more recent pre-owned watches. This juxtaposition is worth noting, as it brings together two distinct time periods within the collection. On the one hand, timepieces whose appeal lies in their age and their place in the history of a model; on the other hand, more contemporary models that continue their lives outside the original distribution network. The catalog thus becomes a space for comparison, where the old does not merely serve as a backdrop for the new—and vice versa.
Fellows also offers free appraisals to owners considering consigning a watch for sale. This service provides a gateway for those who view their collection differently: no longer merely as a static collection, but as an asset that can be revalued, passed on, or expanded. The pre-owned market thrives precisely on these discreet movements—from one wrist to another and from one generation of collectors to the next.
A Tissot as a Gateway
At the other end of the spectrum, a watch can also come into one’s possession through a contest. This October, The Watch Drop is giving away a Tissot PRX Powermatic 80 in Damascus steel, listed at 980 pounds. Entry is free: simply answer the question posed as part of the contest, and one winner will receive the watch.
The chosen timepiece is no ordinary watch. Its 38-mm case stands out thanks to the distinctive pattern of the Damascus steel, whose designs make each surface appear more dynamic than smooth steel. It is mounted on a black calfskin strap and powered by the Powermatic 80 automatic movement, with an 80-hour power reserve. It is water-resistant to 100 meters.
Of course, this contest is no substitute for trying on a watch at a trade show or carefully examining a lot at an auction. It does, however, serve as a reminder that a watch can enter one’s life through channels less conventional than a visit to a boutique. Between the Palazzo Mezzanotte, Gotham Hall, Center415, and an online auction from Birmingham, October thus offers a calendar of events where watchmaking can be experienced from very different perspectives. And for a visitor to New York, the same weekend of October 16, 17, and 18 will offer the choice between a $35 ticket to WatchTime and free admission to Windup.