American New York Watch ExpoWindUp Watch Fair

American New York Watch Expo (WindUp Watch Fair) is not the only industry event in the United States, but when brands showcase their latest and greatest products, as we see at events like 'Watches & Wonders' or 'Geneva Watch Days' in Geneva, there is no other event in the country that can match it.

Compared to previous years, this year's exhibition has expanded significantly. There are three areas available for exploration: the main hall where most brands set up booths, the upper level designed specifically for independent brands (such as Laurent Ferrier, Moritz Grossmann, Kari Voutilainen), and side rooms hosting roundtable discussions. The most exciting area is undoubtedly the main hall. You can find smaller booths along the perimeter of the hall, mostly independent brands; from Armin Strom and MB&F to Greubel Forsey, HYT, and Gerald Charles. In the center are major brands such as Breguet, Blancpain, Chopard, and Bell & Ross. In previous exhibitions, visitors had the opportunity to see the latest and greatest products from Omega, Grand Seiko, and A. Lange & Söhne, but these brands did not participate this year.

The American New York Watch Exhibition (WindUp Watch Fair) also provides a great opportunity to interact with brand representatives and provide them with direct feedback. If you're lucky, they might even hint at what's coming next year. For example, I spent some time at the Gerald Charles booth and finally got the chance to learn more about the brand. I learned that Gerald Charles is the last brand founded by the late design icon Gérald Genta. In fact, the brand uses his first name and middle name! Although the aesthetics differ greatly from what we've seen from him in the past, this aligns with his philosophy of constantly evolving and reinventing himself and his designs.

On the contrary, I would say that attending WatchTime New York is like a breath of fresh air for those who frequently attend watch events in Geneva. Although the setup is similar, the atmosphere is much more relaxed than anywhere in Europe. I know it sounds unbelievable, but I can feel it every time I attend the show. I don't know if it's the charm of the city or the people who come to the event that causes it.