The upcoming inaugural Watch Week Aspen has retailers, hosts and visitors abuzz as they prepare to entertain watch fans at the Rocky Mountains resort town from August 8-11, 2024. Aspen is famous for its unparalleled blend of natural beauty, luxury, and cultural vibrancy, and travellers love to hang around after winter skiing to enjoy the summer outdoors. Watch Week Aspen adds another great incentive to visit and stay longer.
According to recent research by Future Partners, the resort destination is a favourite among Millennials (54 per cent), who remain at least four nights on average, Gen X (20 per cent), Boomers (17 per cent), and Gen Z (9 per cent). “They call it the secret season because it’s so fantastic,” says Elizabeth Smith, Managing Director of Oliver Smith Jeweler and founder of Watch Week Aspen. The inspiration for Watch Week Aspen was sparked by a genuine love for Aspen.
Recognising the presence of great watch brands and retailers already established here, the concept emerged from a desire to foster collaboration and community spirit synonymous with Aspen’s ethos.
Set against the magical backdrop of Aspen’s summer, Watch Week Aspen offers a unique combination of exclusive watch events, outdoor pursuits, and a dynamic nightlife scene. Whether you’re a seasoned collector or simply want to learn more, Watch Week Aspen promises to be a fun and memorable experience. The event opens with a welcome cocktail reception presented by Parmigiani Fleurier on Thursday, August 8, 2024. After that, watch enthusiasts can plan their programmes, signing up to confirm participation in various events, from paddleboarding with Bremont to taking a guided e-bike ride to the iconic Maroon Bells with Oliver Smith Jeweler. The family jeweller, long established in the area, will also host a preowned watch market panel, and Panerai will present a showcase of upcoming new model releases.
The program will be updated as events are confirmed, emphasising knowledge sharing, exclusive previews, and outdoor experiences. The wildflower season in August is something to behold! To date, participating brands and retailers include A. Lange & Söhne, Arnold & Son, Audemars Piguet, Betteridge, Bremont, Buccellati, Gerald Charles, IWC, Meridian Jewelers, MS Rau Antiques, Norqain, Parmigiani Fleurier, Panerai, Oliver Smith Jeweler, and Roger Dubuis.
Audemars Piguet will have a watchmaker on hand, give demonstrations on movements, and showcase some rare and special pieces at the boutique, with food and beverages being served. The concentration of prestigious names within walking distance amidst exceptional shopping and dining opportunities sets this event apart. Even for those accompanying watch enthusiasts who may not share the same passion, Aspen provides many activities against a breathtaking mountainous backdrop, making it an unparalleled destination for such an event.
The town has a thriving cultural scene, hosting festivals, art galleries, and culinary occasions that attract visitors year-round. BOSQ Aspen and Chef Barclay Dodge were recently awarded their first Michelin star – the first and only restaurant in Aspen to hold this prestigious title and offer a menu with ingredients from around the valley.
Eliza Voss, VP of Destination Marketing at the Aspen Chamber of Commerce, says: “Aspen is filled with innovators, and we love that our business community collaborated to create Watch Week, which has an emphasis on camaraderie and fostering connections. We look forward to this event in August.”
The sense of community fostered here is remarkable; it’s a rare gem where historic Colorado architecture meets high-end accessibility, all within a remarkably safe environment. Attendees can mingle with friends, meet the faces behind the brands, and network in a relaxed and informal atmosphere, making for an unforgettable experience unique to Watch Week Aspen. “For us, as co-founders of Watch Week Aspen, we hope the event will encapsulate our family’s passion for the outdoors, which inspired Oliver Smith’s design of the Cairn Collection. It’s the watches, it’s Aspen and the love of the Smith family for this very special place on earth – bringing it all together and making it a destination in August for people to come and discover together,” says Elizabeth Smith. “Watch Week Aspen 2024 is an exciting retail and community event that welcomes residents and visitors, highlights our local shops and world-class brands, and adds to an amazing summer in Aspen,” adds Torre, Mayor of the City of Aspen.
Events programme to date:
• Thursday, August 8: Welcome cocktail reception presented by Parmigiani Fleurier
• Paddleboarding excursion with Bremont
• Guided e-bike ride to the iconic Maroon Bells with Oliver Smith Jeweler
• Preowned watch market panel discussion with Oliver Smith Jeweler
• Panerai showcase of upcoming new model releases
• Saturday, August 10: Aspen Vodka Party with Oliver Smith Jeweler Store opening times are from around 10am to 7pm.
Visitors are encouraged to register for the programme as space may be limited for some events and sign up for updates.
