Aspen’s Watch Week to blend mountain charm with luxury

Aspen’s second-annual Watch Week has announced its return Aug. 7–9, offering a refined, high-alpine showcase of exceptional horology. 

The three-day affair, co-hosted by the 15 locally owned brands and stores participating, will unite some of the most distinguished names in watchmaking.

A curated program of brand activations, panel discussions, and private appointments will unfold across downtown Aspen, reinforcing the town’s growing identity as a luxury destination for collectors and connoisseurs.

“Guys tend to buy themselves a new watch every quarter, so this is a really fun event where they can trade watches, see how they are going up in value — it’s just a lot of fun,” Elizabeth Smith, managing director of Oliver Smith Jeweler and organizer of Aspen’s inaugural Watch Week, said. “We are trying to encourage brands to do things this year that relate to Aspen. Bremont makes watches that are genuinely meant to be outdoors, that can handle the shock of mountain biking or golf. For this, they are bringing in Jimmy Chin, the professional mountain sports athlete, photographer, and filmmaker, who is going to lead a guided hike with a breakfast afterwards.”

Smith noted the concept was inspired by similar events abroad.

“We have been in Aspen since 2018 and have two boutiques in town, and we noticed these Watch Week collector celebrations popping up all over the world,” she said. “All of these great watch brands are already in Aspen. We did not have to set up tents or find a convention center. All of these brands are within walking distance of each other.”

The event is further bolstered by support from key local partners: Meridian Jewelers, Oliver Smith Jeweler, and the Omega Boutique Aspen — all highlighting the town’s distinctive blend of mountain charm and luxury retail.

This year’s festivities will begin on Thursday, Aug. 7, co-hosted by Modern Luxury Aspen and Watch Week Aspen and held on the W rooftop. On Friday, Aug. 8, Join legendary mountaineer, filmmaker, and Bremont ambassador Jimmy Chin for an unforgettable hosted hike in the stunning Rocky Mountain wilderness. That evening, Join fellow watch collectors, enthusiasts, and industry tastemakers for an evening cocktail celebration in the heart of Aspen at the Little Nell.

Saturday, Aug. 9, hit the court with two-time Olympian and three-time X Games athlete Alex Ferreira for a fun, casual pickleball session with fellow watch lovers.

Smith added that Norqain, another brand with a rugged outdoor focus, will host the pickleball morning featuring Olympic skier and Aspen native Alex Ferreira.

Among this year’s participants is the newly opened Omega Boutique, which will be welcoming guests throughout the week. Omega will join an impressive lineup of brands including Arnold & Son, Bremont, Gerald Charles, Glashütte Original, H. Moser & Cie., Moritz Grossmann, Norqain, Zenith, and A. Lange & Söhne and IWC Schaffhausen — two featured Watch Week brands with Meridian Jewelers.

A. Lange & Söhne will have its own boutique right next to Meridian Jewelers, Kenny Smith (no relation to Elizabeth), owner and operator of Meridian Jewelers, confirmed.

Smith emphasized the remarkable density and diversity of watch brands represented in Aspen, despite the town’s small size.

“For the small town of Aspen, we have quite the density and diversity of watch brands that are represented here. We are constantly nurturing relationships with people who have an interest in those brands and are collectors. But what is so great about Watch Week is having a lot of fans for different watch brands in town, for this specific event,” he said. “It’s just really cool to have people who are passionate about collecting watches come to Aspen specifically for this event.”

Watch Week 2025 affirms Aspen’s rising profile as a seasonal hub for luxury timepieces. With exclusive access to rare editions and direct engagement with brand ambassadors, the event continues to strengthen its position within the global watch collector community.