Time Well Spent: Watch Week Returns to Aspen
Original article written for Modern Luxury.
Rolex Platinum Cosmograph Daytona Wristwatch. M.S. Rau
For four days this August, downtown Aspen will become a playground for collectors, watch obsessives and anyone who appreciates the exquisite art of making something small work extraordinarily well. Watch Week Aspen returns August 13–16, 2026, for its third edition, following record-setting attendance and brand participation in 2025.
Founded by Oliver Smith Jeweler and presented in partnership with the Aspen Chamber Resort Association, the event takes a decidedly Aspen approach to the traditional watch fair: There is no single convention hall. Instead, the entire downtown becomes the experience. Participating brands and retailers host their own curated previews, panels, open houses and social gatherings, encouraging guests to wander from one activation to the next while exploring the town’s restaurants, galleries, shops and legendary hospitality.
The 2026 lineup includes A. Lange & Söhne, Arnold & Son, Cyrus Watches, Gerald Charles, Glashütte Original, Hermès, IWC, L. Leroy, Moritz Grossmann, Norqain and OMEGA, along with retailers Avi & Co, Betteridge, Meridian Jewelers, M.S. Rau and Oliver Smith Jeweler. Many of the participants are first-time brand and retail partners, adding even more discovery to the weekend.
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