An inside look at Milano Watch Week
Pietro PillaI had the pleasure of being the man on the ground for Time+Tide during Milan Watch Week. Despite not being an industry veteran yet, I’ve done several fairs and events already and, let me tell you, this was very different.
The best analogy I can think of to describe it is to imagine Watches & Wonders and Geneva Watch Days having a baby – a beautiful, Italian one. There was the convenience of having all brands in one place, as it happens for W&W, but in a friendly and relaxed atmosphere reminiscent of the one you can find at GWD.
It was a celebration of high-end, independent watchmaking with some brands producing as little as only 20 pieces a year! This allowed us to see a concentration of rare timepieces that would be difficult to find anywhere else, even if you go directly to the manufacturers. But it was not only that. Watches (obviously) were the main focus of the three days, however, there were many other things that make Italy (and Milan) famous present as well.
Just to mention a few, we had Maserati offering test drives and lifts, and MV Agusta displaying its handmade motorbikes to represent the automotive world. Then there were talks about fashion and style, and there was even an event hosted in a high-end furniture store to give an overview of what typical Italian style is about. Milan is a fashion capital and it really shows in these details.
And I can’t believe I haven’t even touched the subject of the location yet! For the people who know it, Milan is a beautiful city, and for the people who haven’t been yet, I’d highly suggest you visit when you have the chance. Maybe I’m biased being Italian, but the city is objectively beautiful, no matter where you come from.
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As you may have seen from our social media coverage, the fair was hosted on the top two levels of Terrazza Martini, located on the 15th and 16th floors over the city centre. I have to say, filming wrist shots with the Duomo and the main square under me was magnificent, you’re not going to get such a special backdrop at any other watch fair.
Talking about the audience, I can say it was a different crowd than usual, with more enthusiasts and customers than media people. Italy has always been a market with a strong identity and a specific taste for collecting, and this was reflected in the people visiting. Given the very small production of many brands, it was also an opportunity for many to see in person and learn first-hand from the founder or the very watchmaker who made the watches.
Industry icons were present regardless, we spotted Goldberger (aka Auro Montanari) one day, and Michelle Navas was hosting a Daniel Roth-focused event. Italy’s and Inter Milan’s football star Nicolò Barella also made an appearance proving his interest in haute horlogerie.
Overall I’d say it was a success, and while you might not take my word for it, I managed to ask both brand representatives and visitors and it was a shared perspective, with everyone hoping for a second edition. Maybe it was about time that Milan had its watch fair, and I want to send a big thank you to the team of both MilanoWatchWeek and ItalianWatchSpotter that made this possible. I hope they’re considering this success a starting point for other editions to follow. Until the next one!