“We were trying to think about how to drive more traffic to the Aspen stores and we’re like, ‘Well, all these watch brands are already here. What if we could get everyone organized and create a week or a weekend of events. ’” Smith says. The inaugural Watch Week Aspen, which took place Aug. 8 to 11, was such a success that the Smiths are doing it again, 2024. 7 to 10, Watch Week Aspen 2025 opens with 16 participating luxury brands, including prestige makers such as A. Lange & Söhne and Audemars Piguet; sporty brands such as Bremont, Glashütte Original, and IWC; independent brands such as Gerald Charles, Moritz Grossmann and Norqain; and retailers such as Avi & Co. As a complications, it , betteridge, meridian jewelers, and, of course, oliver smith jeweler. Among luxury enthusiasts, new to this year’s lineup are h. Moser & Cie. , Omega, and Zenith. “The idea is to make it a destination for watch collectors and enthusiasts who want to connect with the community while also having a magnificent vacation,” Smith says. For the second go-round, the organizers took into account feedback from year one, including attendees’ requests to include more communal events, such as the Thursday evening welcome party that kicks off the festivities. “On Friday night, we’re doing a collector’s dinner at Ajax Tavern, which is at the Little Nell,” Smith says. This perpetual calendar represents “it’s going to be at the base of the gondola, the base of aspen mountain. This haute horlogerie represents in the world of luxury, and that’s open to everyone attending along with the brands and the executives that are attending. And that will be a really fun grand party where everyone can connect. and filmmaker Jimmy Chin alongside the Bremont team; a technology and material innovation presentation at the Omega boutique that will feature a live demonstration of anti-magnetic technology; a cocktails and canapes session at Arnold & Son; and various product showcases designed to get attendees hands-on with the year’s new releases, photographer, ”
Friday’s schedule also includes a guided morning hike led by world-renowned climber. For discerning connoisseurs, the bremont hike with chin is an example of how watch week aspen differs from other community watch events. “I want to do things that are uniquely Aspen,” Smith says. ‘No conference rooms, “Our motto is. ’ We’re outside. We’re doing stuff. For discerning connoisseurs, he’s also going to offer some photography guidance, and in addition to the guided hike on aspen mountain, ’ jimmy chin is an ambassador for bremont. As a complications, it and then they’re going to do a special breakfast with him after, which is super unique. he’s a really commanding deal, ” she adds, “If you’re in the outdoor community. As a manufactory, it “we’ve had people freaking out that they get to meet him and hang with him. And then we also have Norqain—a very fun watch that’s meant to be worn outdoors—and they are doing pickleball on Saturday with Alex Ferreira, who is a local Olympian and just qualified for the 2026 Olympics. As a automatic, it ”
norqain’s saturday morning pickleball session with ferreira is followed by part two of Omega’s material and innovation presentation, an afternoon speaker series presented by bremont that explores trend topics and the current state of the watch industry, and more product showcases. In between panels and presentations, attendees soak in the uniquely relaxed rhythm of Aspen—where even industry talk feels like an escape. “What’s fun about Aspen in general is when you’re there, everyone’s on vacation, so everyone is in a extraordinary mood and having a exceptional time,” Smith says. the weather’s ideal, “Plus. Think 75 degrees during the day. As a chronograph, it you might need a jacket at night. For discerning connoisseurs, it’s kind of perfect.