You’re standing on Fifth Avenue in mid-October, right outside Center415. The line is already snaking toward the corner before noon. Honestly, if you didn’t know any better, you’d think there was a Supreme drop or a secret concert happening inside. But no, it's just a bunch of people—mostly guys, let’s be real—obsessing over mechanical gears and tiny springs.
The Windup Watch Fair 2025 isn't your grandfather’s jewelry show.
There are no velvet ropes here. You won't find intimidating security guards in white gloves judging your shoes before they let you touch a timepiece. It’s loud, it’s crowded, and it’s arguably the most important thing happening in the watch world right now.
Why This Year Was Different
2025 marked the 10th anniversary of the fair, and the vibe was basically "Windup on steroids." What started as a tiny gathering for microbrand nerds has morphed into a four-city tour. This year, the organizers at Worn & Wound finally added Dallas to the roster in March, followed by the usual stops in San Francisco (May), Chicago (July), and the massive flagship finale in New York City in October.
The NYC show alone hit record numbers. We're talking 150 brands crammed into three—well, technically four—exhibit halls. It was massive.
But here’s the thing people get wrong: they think Windup is just for "cheap" watches.
Sure, you can find a killer Seiko-powered diver for $400. But this year, you could also walk up to the M.A.D.Editions table or chat with the folks from Horage about their $15,000 tourbillons. The hierarchy is gone. It’s the only place on earth where a guy wearing a plastic F-91W Casio can talk shop with a CEO who just flew in from Bienne.
The Standout Stars of Windup Watch Fair 2025
If you were on the floor in New York, certain tables were basically unreachable by 2:00 PM. Christopher Ward’s booth was a madhouse. People were desperate to see "The Brooklynite," a collaboration with Worn & Wound that felt like the perfect 10th-anniversary mascot. It’s got this sharp, geometric vibe that just feels like Midtown Manhattan.
Then there was Studio Underd0g.
If you haven't seen their stuff, it’s basically the horological equivalent of a bag of Skittles. Their Manhattan collaboration with Fears was easily one of the most photographed pieces of the weekend. It’s weird, it’s colorful, and it’s exactly why people are ditching traditional luxury brands for these independent makers.
The Legend in the Room
One of the coolest moments? Kikuo Ibe was there.
Yes, the father of the G-SHOCK.
He did a talk on "Absolute Toughness" that had people standing in the aisles. It’s sort of surreal to see a living legend just hanging out in a Midtown event space, but that’s the magic of the Windup Watch Fair 2025. It feels intimate, even when there are 10,000 people rotating through the doors over three days.
Not Just About Watches Anymore
The "EDC Expo" section really expanded this year.
Everyday Carry—knives, pens, pouches, tools—has always overlapped with watch collecting, but 2025 felt like the year they officially got married. Topo Designs brought a huge energy to the New York show for the first time. You’d see someone buy a $2,000 Oris and then immediately walk ten feet over to buy a $40 pouch to put it in.
It makes sense. Collectors like stuff. We like well-made, tactile things that last.
Survival Tips for Next Year
If you're planning on hitting the 2026 circuit because you missed out this time, listen closely.
First, get there early. The first 50 people in NYC got a 10th-anniversary tote bag, which people were treating like gold. Second, don't expect to buy everything on the spot. Some brands like Baltic or Lorier might have stock, but many are just showing prototypes or taking pre-orders.
Also, bring your own water. The Brew Coffee Bar is great for a caffeine hit, and the Bruichladdich guys usually have something stronger if you need it, but the floor gets hot. It’s a lot of bodies in a confined space.
Is it Worth the Hype?
Honestly? Yeah.
There’s a common misconception that watch collecting is a lonely, snobbish hobby played out on Instagram and Reddit. The Windup Watch Fair 2025 proves that’s wrong. It’s a community. You’ll see guys resizing bracelets for strangers at the Grand Central Watch booth or groups of friends comparing "wrist shots" over food truck tacos outside.
It’s the antidote to the gatekeeping that usually plagues high-end hobbies.
Whether you’re into the technical wizardry of Horage’s MicroReg technology or just want a cool Bulova "Devil Diver" with a funky orange dial, the fair treats every enthusiast the same. That’s why it’s still growing ten years later.
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Actionable Insights for Enthusiasts:
- Check the Brand List in Advance: With 150 brands, you will get "watch fatigue" within two hours. Pick your top five "must-sees" and hit them as soon as the doors open.
- Bring Your Own Tools: While booths like David Lane Design offer strap swaps, the fair is a great place to trade straps with other collectors. Having a spring bar tool in your pocket is a pro move.
- Follow the Panels: Don't just look at the hardware. The live podcasts and founder talks (like the 10th Anniversary Panel) provide context you can't get from a spec sheet.
- Stay for the After-Parties: Most of the best networking happens at the "Happy Hours" or unofficial RedBar meetups that sprout up in nearby bars after the doors close.