For a city already famous as a design and fashion mecca, it’s only fitting that Milan would now add “an unmissable destination for watch enthusiasts” to its long list of accolades. Enter Milano Watch Week 2024, an event that made its first appearance from 4–6 October, taking over the top two floors of the iconic Terrazza Martini and drawing over 3,000 attendees from more than 30 countries. This wasn’t your typical watch fair; if anything, it was a gathering that embraced the spirit of independence, showcasing over 20 prestigious independent brands. In short, Milano Watch Week didn't just nod to fine watchmaking; it fully immersed attendees in it, wrapped in an authentic Italian flair.
Milan’s horological debut in the domain of top-tier community events felt like a natural extension of the city’s strong cultural identity, offering visitors a blend of watchmaking excellence and Italian lifestyle. Over 4,000 people registered for the event, and for good reason: they were promised not just beautiful timepieces but also access to insightful talks from industry leaders, a chance to rub shoulders with collectors, and a truly memorable experience of Italian hospitality. One thing was clear — this was an event made for the community. Much like the horological landscape itself, where passion runs deep, Milano Watch Week fostered a spirit of connection among enthusiasts and professionals. Whether you were a seasoned collector or someone just starting to dip your toes into the world of fine watches, the event ensured that everyone felt welcomed, celebrated, and immersed in the world of horology.
Pierre Jacques, the charismatic and quick-witted CEO of De Bethune, observed that regional watch community events are flourishing in 2024, requiring smaller brands with limited resources and personnel to be more selective about where they wish to be present. Clearly, Milano Watch Week repaid that investment of confidence, as the De Bethune booth was inundated with high-calibre visitors and collectors drawn by the allure of the innovative and avant-garde brand.
As with anything in the luxury sector, it takes a village (albeit a very polished and well-heeled one) to pull off such an event. The partnerships behind Milano Watch Week were nothing short of impressive, with support from household names like PISA 1940, GMT Italy, and Verga 1947. In a refreshing display of industry solidarity, these well-known retailers, traditionally seen as competitors, each brought their A-game to Milano Watch Week to make the event the success that it is. Each partner played a key role in crafting the experience, from immersive watch labs to exclusive releases, even extending to bespoke services like luxury real estate and top-tier concierge offerings. Throw in a few Maserati test drives, luxury packaging by Asticarta, and an interactive photo booth to capture all the wrist shots, and it’s safe to say that Milano Watch Week went above and beyond the typical watch event. Hats off to Italian Watch Spotter, notably the dynamic trio of Fabrizio Bonvicino, Edoardo Armentano and Vittorino Loreto, for delivering an excellently organised event that captured the Milan watch scene.
True to form, Milano Watch Week didn’t just deliver in terms of atmosphere and networking opportunities; it also treated attendees to some significant watch releases. Among the highlights were the unveiling of a special edition Czapek Antarctique, featuring a stunning 4N gold dial, and a one-of-a-kind Ferdinand Berthoud Chronomètre FB, equipped with a tourbillon and constant-force mechanism.
But the real magic of the event? The gatherings themselves and the connections formed, emphasising that even today when sales is always a key consideration, relationships still take first priority. CEO of Parmigiani Fleurier and Milan native Guido Terreni was only able to attend one day of Milano Watch Week, due to his demanding schedule leading the new era of this collector-beloved brand. Nevertheless, he was determined to be there, evoking the strength of Parmigiani’s partnership with Verga 1947 and his personal recollections of his father being a client of the Milanese retailer.
Whether it was the opening night party on 3 October, where footballers mingled with CEOs and watch aficionados, or the cocktail soirées thrown by H. Moser & Cie and Daniel Roth, the social side of the event was simply electrifying. The Daniel Roth Cocktail Soirée in particular offered a rare chance for guests to explore both vintage and contemporary models from the legendary brand, all while listening to insights from master watchmaker Michel Navas. The Design Night, held in partnership with eurostyling, took things a step further, blending watches with Italian design icons like the MV Agusta x Daniel Arsham special edition motorcycle and Maserati vehicles.
By the end of the three-day event, one thing was clear: Milano Watch Week isn’t just here to stay, it’s here to lead. Executive Director of Trilobe, the dynamic Volcy Bloch, spoke extremely favourably of the quality of visitors who visited the event, and of their passion for fine watchmaking, which was a continual source of inspiration and motivation for the participating brands. Asked if Trilobe would return for the next edition of Milano Watch Week, her response was a firm and enthusiastic affirmative. With unforgettable experiences, exclusive releases, and the kind of partnerships that ensure this won’t just be another flash-in-the-pan event, Milano Watch Week is well on its way to becoming a must-attend for watch lovers around the world.
