Aspen’s reputation as a luxury destination extends well beyond skiing and mountain scenery. This August, the Colorado town will once again become a meeting point for the international watch community as Watch Week Aspen returns for its third edition.
Running from 13 to 16 August 2026, the event will bring together leading watch brands, retailers, collectors and enthusiasts for four days of launches, discussions, and social gatherings spread across downtown Aspen.
Following record attendance in 2025, organisers have expanded the programme and added several new participants. Brands confirmed for this year include A. Lange & Söhne, Glashütte Original, Hermès, IWC Schaffhausen, and Omega, as well as Arnold & Son, Cyrus Watches, Gerald Charles, L. Leroy, Moritz Grossmann, and Norqain.
Participating retail partners include Avi & Co, Betteridge, Meridian Jewellers, M.S. Rau, and Oliver Smith Jeweler, one of the event’s founding forces.
Unlike a traditional trade fair, Watch Week Aspen follows a decentralised format. Brands and retailers host their own previews, presentations, and gatherings throughout the town, encouraging visitors to move among boutiques, restaurants, and event spaces as they discover new releases and meet industry figures.
Three flagship events will anchor the weekend programme: a Welcome Party on Friday evening, a Speaker Series on Saturday featuring conversations around innovation, craftsmanship, and collecting, and an invitation-only Collector’s Dinner on Saturday night.
Set against the backdrop of the Rocky Mountains, the event combines watchmaking with Aspen’s celebrated lifestyle, offering visitors access to luxury retail, dining, arts, and outdoor experiences alongside the latest developments in horology.
Additional brand activations, boutique previews, and limited-edition launches are expected to be announced in the months leading up to the event.
