WatchIt! Watch Fair 2026 - Built By Enthusiasts

If you’ve spent any time around the UK watch scene over the past few years, chances are you’ve heard whispers about WatchIt! Watch Fair. What began as a passion project has steadily grown into one of the most approachable and enthusiast-focused events to mark in the calendar. And in 2026, just like me - it’s shaping up to be a pretty big deal.

Taking place on Saturday 20th June at the Voco St. John’s Hotel in Solihull, just outside Birmingham, WatchIt! returns for its fifth edition. With over 40 brands already confirmed—and more still to be announced—it’s an event that continues to build momentum without losing sight of what made it special in the first place, us watch nerds!

If this all sounds like your kind of show, then you can purchase tickets through this link and keep reading to find out what makes WatchIt! such a unique British watch show.

At the heart of WatchIt! is a simple idea: create the kind of watch event you’d actually want to attend. Joshua Clare-Flagg AKA the founder AKA the bossman also known to many through 12&60, set out to fill a noticeable gap in the UK watch fair landscape. Not with something overly polished or corporate, but with an event grounded in a genuine passion for watches and the people who collect them.

That ethos still defines the fair today, it just got bigger and I’m here for it! It isn’t a full-scale commercial machine—it’s a community-driven event that has grown organically through word of mouth, a loyal readership, and an active enthusiast base. The result is something that feels refreshingly different from the norm which as someone who leans in the direction of the unique and different its right up my street.

There’s no barrier between you and the brands—literally or figuratively, which in recent years has become a must for any good British watch show, and this is no different. Conversations with founders, watchmakers, and brand teams are actively encouraged, and the atmosphere leans far more towards relaxed discovery than high-pressure retail (whatever that means!).

It’s also a full-day event, which might sound like a small detail, but makes a significant difference. Where many shows compress everything into a few short hours, WatchIt! gives you the time to properly explore. That means revisiting stands, asking more thoughtful questions, and making more considered decisions—whether you’re buying or simply browsing.

Another key part of WatchIt!’s appeal is its location. By setting up in the Midlands, the fair sidesteps the usual London-centric approach that dominates so many events. And as something of a local myself, I love the fact that I’ll be home in time for tea – so long as the M42 plays ball! 

The format is straightforward but thoughtfully structured. VIP entry begins at 10:00, offering early access, a quieter environment, and a complimentary drink—ideal if you’re keen to get hands-on with watches before the main crowds arrive.

Across the day, you can expect a curated mix of independent brands, emerging makers, and established names. It’s a rare opportunity to try on pieces you may have only seen online—and to speak directly with the people behind them.

And as an added piece of somewhat limited excitement, we at WatchGecko will be there on the day as the official press for the event… something I am very much looking forward to! And I for one will be looking forward to joining the wider community and spending time with attendees and brands alike. It’s another chance to connect in person, talk watches, and share in the enthusiasm that underpins events like this.

This year introduces several new elements designed to deepen the experience even further. A dedicated talk track will bring panels, Q&As, and discussions into the mix, offering insight into the industry and the people shaping it.

There’s also the introduction of a “Passport Challenge", encouraging visitors to engage with a wider range of brands across the floor. Add to that exclusive launches, fair-only editions, and a thoughtfully designed visitor leaflet—complete with brand highlights and conversation starters—and it’s clear that the focus remains firmly on meaningful interaction rather than passive browsing.

Perhaps the strongest endorsement of WatchIt! Watch Fair is the number of people who return year after year. Both exhibitors and attendees consistently highlight the same things: an engaged audience, a welcoming atmosphere, and an event that improves with each edition.

It’s not uncommon to hear visitors remark that the hands-on experience far surpasses anything they get from browsing online. For brands, the opportunity to connect directly with collectors—without the usual layers of separation—is equally valuable.

In a space that can sometimes feel dominated by large-scale industry events, WatchIt! Watch Fair stands out by doing things differently. It’s enthusiast-first, unhurried, and built around genuine connection.

With some of the best up-and-coming names sitting alongside well-known independent and microbrand favourites, and a community that continues to grow stronger each year, the 2026 edition looks set to be the most compelling yet.

If you’re looking for a watch event that prioritises experience over spectacle—and gives you the time and space to really enjoy it—this is one worth marking in the calendar.

Tickets are available now through this link, with further details on attending brands and event updates continuing to roll out in the lead-up to June. All I can say is, see you there watch nerds!