The American Watch and Clock ExhibitionWindUp Watch Fair

The WindUp Watch Fair is not the only industry event in the United States, but when it comes to showcasing brands’ latest and most remarkable creations—much like Watches & Wonders or Geneva Watch Days in Geneva—no other domestic event can match its stature.

Compared with previous years, this year’s fair has expanded significantly. There are three distinct zones to explore: the main hall, where most brands have set up their booths; the upper level, dedicated to independent watchmakers such as Laurent Ferrier, Moritz Grossmann, and Kari Voutilainen; and the side rooms, which host roundtable discussions. The most exciting area is undoubtedly the main hall. Along the perimeter, you’ll find smaller stands, predominantly featuring independent brands—from Armin Strom and MB&F to Greubel Forsey, HYT, and Gerald Charles. At the center are leading names like Breguet, Blancpain, Chopard, and Parmigiani Fleurier. In past editions, visitors could glimpse Omega, Grand Seiko, and Lange’s newest and finest offerings, but none of these brands were on display this year.

The WindUp Watch Fair also provides an excellent opportunity to engage directly with brand representatives and offer them your feedback. With a bit of luck, they may even hint at what’s coming next year. For instance, I spent some time at the Gerald Charles booth and finally had the chance to delve deeper into this brand. I learned that Gerald Charles is the last legacy brand founded by the late design icon Gérald Genta—and, fittingly, it bears both his first and middle names. While its aesthetic differs markedly from what we’ve come to associate with him, this aligns with his evolving philosophy of reinventing himself and his designs.

On the other hand, for those who frequently attend watch events in Geneva, attending the WindUp Watch Fair truly feels like a breath of fresh air. Although the setup is similar, the atmosphere is far more relaxed than anything we experience elsewhere in Europe. I know this may sound hard to believe, but I sense it every time I visit. Whether it’s the city’s charm or the energy of the attendees, I’m not sure—but one thing is certain: it makes a lasting impression.