Milano Watch Week was originally born in 2021 from the desire to create an unprecedented reality and way of “living” watchmaking. It is configured as a place where the avant-garde of watchmaking dialogues with the multiple declinations of Italian excellence, allowing a vast sharing of knowledge and creating proximity between enthusiasts, communities and industry experts.
An event that finds its dimension in Italy, especially in Milan. A dimension that embraces history, tradition and innovation in unison.
The first edition of Milan Watch Week
The first edition of Milano Watch Week was held Oct. 3-6, 2024, in the beautiful setting of the Terrazza Martini, Milan’s quintessential terrace, an architectural icon and protagonist in the history of Italian costume and cinema beginning with Federico Fellini’s “Dolce Vita.”
Here more than 20 of the most prestigious independent brands such as Ferdinand Berthoud, Franck Muller, Greubel Forsey, HYT, Krayon, L’Epée, Singer and 14 partners including: Ferrari Group, TopLife Concierge, MV Augusta, Maserati Rossocorsa, Fondation Haute Horlogerie (FHH), GMT Great Masters of Time, Pisa 1940, and Verga 1947.
Together with the brands and partners as many as 4,000 registrations and 3,000 participants from more than 30 countries made this an unforgettable event and a must-visit destination for all enthusiasts, collectors and industry professionals.
The event took place on the top two floors of the iconic Terrazza Martini. On the fifteenth floor the stands of the participating brands, where it was possible to discover and touch each reality, and on the sixteenth (terrace) a space entirely dedicated to talks and the exhibition of the MV Augusta Superveloce 1000 Serie Oro.
Some of the activities held during Milan Watch Week 2024 including: Maserati’s signature Test Drives, the Pisa 1940 Watch Lab, and The Fondation Haute Horlogerie (FHH) Quiz that allowed the winners to be awarded the Watch Advisor certificate.
The speeches involved such notable figures as: Guido Terreni (CEO of Parmigiani Fleurier), Max Bernardini (founder of Bernardini Milano), Romeo Ferraris (founder of Romeo Ferraris) and Luca Soprana (master watchmaker).
Talk featuring Michel Navas, Master Watchmaker at La Fabrique du Temps Louis Vuitton.
Exhibitions, talks and many activities such as Maserati test drives, the Fondation Haute Horlogerie quiz or the Watch Lab, created in collaboration with Pisa 1940, accompanied the three days and allowed the entire audience to overcome the “fourth wall” and experience the world of watchmaking and Italian excellence in its entirety.
“The Milano Watch Week Effect.”
The event was covered by more than 40 prestigious entities such as Hodinkee, Revolution, The Watch, GQ, and The New York Times, and on social media, it gained enormous visibility, with more than 800 mentions in stories in just three days and more than 2,400 followers on the main platforms.
This underscored the importance of two aspects: the value of communication tools and that the entire digital ecosystem has significantly supported watchmaking by facilitating, enhancing and multiplying interest, culture dissemination and relationships. So digital “extensions” and specifically the use of social media is indispensable, especially today where “offline” and “online” realities coexist and are complementary.
Milano Watch Week and After Time in unison in second edition
From October 2 to 4, 2026, Milano Watch Week and After Time, in a complementary way, will be presented for the first time within a single format designed to redefine the relationship between watchmaking and the public. Open, immersive and culturally transversal, the event will offer access to historic maisons, independent realities and rarely exhibited timepieces.
Three days dedicated not only to watchmaking, but to the entire universe that surrounds and defines it: the community of collectors and enthusiasts, the language of contemporary design and that unique atmosphere that makes Milan an international reference point.
The spatial setting of Palazzo Mezzanotte, for this second edition, reflects and emphasizes the ‘attention to the values of heritage, heritage, craftsmanship and innovation and is the ideal setting to emphasize the dimension of the event and appreciate one of Milan’s symbolic squares.
Palazzo Mezzanotte and L.O.V.E., Maurizio Cattelan’s sculpture at the center of Piazza Affari.
Piazza Affari, in addition to its connection to the world of finance, has become one of Milan’s most photographed destinations thanks to the presence of L.O.V.E. (Acronym for Freedom, Hate, Vengeance, Eternity), Maurizio Cattelan’s monumental and provocative sculpture depicting a middle finger pointing right at the Italian Stock Exchange building.
Brand Participants
The 2026 edition of Milano Watch Week and After Time will bring together a selection of 55 international brands in a dialogue that spans independent haute horlogerie, the great historic maisons and a new generation of brands among the most interesting on the scene.
Curious to find out?
The protagonists of Milano Watch Week 2026
Alto Watches, Andersen Genève, Armin Strom, Christian Van Der Klaauw, Chronoswiss, Czapek, Daniel Roth, De Bethune, Dominique Renaud, Ferdinand Berthoud, Franck Muller, Frederique Constant, Gerald Charles, Gérald Genta, Girard-Perregaux, Grand Seiko, Greubel Forsey, Gruen, HYT, Inceptum, Kerbedanz, Konstantin Chaykin, Krayon, Laurent Ferrier, Lederer, L’Épée, Leroy, Ludovic Ballouard, MB&F, MING, Parmigiani Fleurier, Luca Soprana, Ressence, Romain Gauthier, Singer, Trilobe, Ulysse Nardin, Urwerk, Zannetti, Zenith.
The protagonists of After Time 2026
Arsène Lippens, Atelier Wen, Dennison, Doxa, Favre Leuba, Furlan Marri, Louis Erard, Oris, Raymond Weil, Seiko, Serica, Squale, Venezianico, ZRC 1904.
Registration
To recap, Milano Watch Week 2026 will be held at Palazzo Mezzanotte, in the heart of Piazza Affari, and will be open to the public from October 2 to 4, 2026.
Access to the event will be allowed after online registration, available now at this link!
To allow you to experience the event with the right amount of time and freedom to explore, the spaces will be open according to the following schedule:
Friday, October 2: 10:00 am – 7:00 pm
Saturday, October 3: 10:00 am – 7:00 pm
Sunday, October 4: 10:00 am – 7:00 pm
For three days, Milan will become the meeting point for those who truly live the passion for watches. People will be able, free of charge, to see extremely rare creations live, discover novelties before anyone else, make direct contact with brands, and share the experience with an international community of collectors, creatives and enthusiasts.
There will be watches that will be talked about for months, encounters that will arise in front of a shop window, and moments that are impossible to recount through a screen. Because some things simply must be experienced in person.
Milano Watch Week is waiting for you!
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