How to Get the Most Out of WindUp NYC 2025

Over 10,000 watch lovers, 150 brands and 3 days - this is the world’s largest watch fair and it’s coming back for its 10th year.

Starting on Friday October 17th through to Sunday October 19th, WindUp NYC is opening its doors at the Center415 on the world-famous 5th Avenue in Manhattan.

I must admit it’s been many a year since I visited New York, but just writing about it gives me a feeling of excitement. So I can only imagine the anticipation from brands and watch nerds due to pay the famous city a visit this month.

What I think makes Wind-up so special is the mixture of brands. Over the course of three days giants of the industry such as Bulova, ORIS and Citizen, will rub shoulders or perhaps even ‘break bread’ with amazing independent brands like Baltic, Stuido UnderD0g and one of my personal favourites Farer.

In fact, Wind-up attracts so much attention that the likes of Forbes and Esquire report on the truly awe-inspiring show, bringing more people every year into the amazing world of horology. There is so much to cover here that I could quite literally write a novel on the brands in attendance… I won’t but for the love of all that is holy don’t tempt me!

So instead of giving into temptation (and watching my word count!) I hope you’ll settle for me telling you my top 5 things to watch out for this year - and I’ll tell you why I love each of these points so much!

Since joining the watchgecko team I have been in the truly unique position of sampling and reviewing a countless number of watches from smaller micro and independent brands.

Over the years the quality has just gone up along with designs and build specifications that outpace its more well-known mainstream rivals. The micro brand and independent scene has something for everyone, and some of my favourite brands are in attendance here too.

If you are going, please check out Baltic, Erebus, Christopher Ward, Clemence, Kuoe, Maen, Nomadic, StudioUnderd0g, Nivada Grenchen and of course my personal favourite Farer. 

The next thing I would definitely recommend is attending the shows, talks and podcasts. Last year there were some really intriguing topics such as a showcase of new divers by Oris, a podcast on watch designs by Worn and Wound and even a panel on the history of squale co-hosted by none other than TGV himself from the urban gentry.

Be sure to check the schedule on the days, set your alarm (I’ll forgive you for using your smart phone) and prepare for some real discussions around the amazing world of watches. 

Next thing to do is more of a side note than anything, I would definitely not plan your day around it - but you should still keep an eye out for the real heavy hitters in the watch space. From YouTube presenters to brand owners and even a celeb or two - well known faces in the watch game have a habit of turning up to these events in either a professional or, indeed personal capacity!

Last year there were appearances from the TGV aka the Urban Gentry, Marc from Long Island watches, Andrew from time & tide and a third of about effing time and even the famous Jody from just one more watch and co-owner of Erebus. So I think we can expect big names to be in attendance for this year as well.

One of the most amazing things about watch fairs is that is shows a plethora of watch making and build / design expertise from around the world. Of course Swiss and Japan (and possibly China where everything is made) are still the biggest watch making games in town, but crucially they are not the ONLY ones anymore.

There has been so much coming from countries with long standing horological routes - Britain for one, France, German the US most definitely and China (again) as well. But there are more and more countries who are rebuilding or starting to build there own fledgling scenes. I’m talk about the likes of Australia, Ireland and Canada. I for one would love to see more watches coming from the likes of Africa and countries in the middle and far east. As the say - variety is the spice of life! 

The final thing I would keep and eye out for is special releases. So far I know that Bulova are releasing a fantastic Snorkel Windup NYC Limited Edition with a green dial and rubber strap.

At the moment I am unaware of any others but I think you maybe in for a treat if you keep those peepers peeled! For example at the British Watch Show in March the number of special editions where truly staggering with Fears and StudioUnderD0g’s collaboration stealing the show.

Even if your favourite brands don’t have any special editions they may have some pieces for sale so keep your eyes open! It’s always nice to have something to commemorate the day. 

But don’t just take my word for it, we along (with other publications) reported on the previous year’s show. Take a look and don’t forget there really is something for everyone here, from affordable brands like Wolbrook (I happen to own the skin-diver) to more expensive showstoppers like Bremont and Frederique Constant.

No, the matter the budget, style or type of watch you like with 150 brands in attendance you’d have to be very picky to not find something that tickles your pickle!

Save the date if you can make it, and if you can’t don’t worry too much - we at WatchGecko will post a summary on the weekend very soon.