What We’re Looking Forward To At COUTURE

What We’re Looking Forward To At COUTURE 2021

The COUTURE Show in Las Vegas is just around the corner. Here’s a sneak peek at the most hotly anticipated timepieces.

By Rhonda Riche

How much have we missed industry get-togethers? Well, we have spent the last month reminiscing about past COUTURE Shows. We’ve also been dreaming about going hands-on with new launches from some of our favorite watchmakers. Plus, we’re also looking forward to exploring the collections of independents and other lesser-known brands. 

But, thankfully, with the August 24 to 26 return of an in-person COUTURE Show at the Wynn Las Vegas, we don’t have to live in the past anymore. Here’s what we’re looking forward to.

Global Influence

The 2021 edition of COUTURE is the first big North American tradeshow for watches since the pandemic started. 

Among the watch brands participating this year are Accutron, Bell & Ross, Frederique Constant, G-SHOCK, Grand Seiko, Gucci, Michelle, NORQAIN, Vulcain, and Zodiac.

The House Wins

Although the Swatch group, which was supposed to exhibit at COUTURE are no longer exhibiting, the brands represented by BeauGeste Luxury will be in the house. Including MEERSON Watches, Tonino Lamborghini, ArtyA, Eberhard & Co., Kerbedanz, Reservoir, and U-BOAT.

COUTURE is a great chance for enthusiasts and retailers to rediscover some lesser-known watchmakers who are doing some very cool things. For example, we’re very much looking forward to seeing the newly launched update of the Eberhard & Co. Scientigraf, a timepiece that dates back to 1961.

Big Brand Music

Presentations at COUTURE will be a little different this year, and not just because of COVID-19 precautions. Most brands will be holding more intimate meetings in the luxurious villas of the Wynn.

Grand Seiko has always showcased its watches in this rarified atmosphere, with musicians and traditional foods to help illustrate how Japanese culture drives their designs and technology. In the past, the brand has used the event to introduce limited edition North American models, and we’re hoping that this is a tradition that will continue in 2021.

Making History

This year, some brands will be making their first trip to Las Vegas. And even though Accutron has been an American institution since the 1960s, it has never appeared at COUTURE before.

Since Accutron’s spin-off from Bulova, it has been delighting enthusiasts with its reinterpretations of historic models. We’re betting on the brand having more novelties, including new takes on the emblematic Spaceview.

Floor Shows

One of the things we love about COUTURE is that it’s looser than other luxury watch shows. What happens in Vegas is that some brand presentations are much more playful. We’re expecting G-SHOCK to showcase limited editions like the Tron-inspired GMWB5000CS Neo Grid and the MTG-B2000 “Blue Phoenix” alongside fun displays that demonstrate how tough and innovative they are.

French brand Bell & Ross always provides an entertaining hands-on experience at COUTURE. We may not get to see the BR 01 Cyber Skull that they created for Only Watch 2021, but no doubt there will be a captivating iteration of this haunting classic.

Old & New Friends

It doesn’t really matter where you meet up with your besties, but it doesn’t hurt to do it in Vegas. Frederique Constant never disappoints, and at COUTURE this year, we are looking forward to seeing an emphasis on its Ladies Automatic.

And thanks to its new partnership with Kenissi, we are expecting to see some announcements from NORQAIN in the high-performance category.

What happens in Vegas doesn’t have to stay in Vegas. The more informal COUTURE culture also gives heritage brands like Zodiac and Vulcain the chance to shine. At the last event, Zodiac introduced the 50th-anniversary edition of the groundbreaking Astrographic Mystery watch, and we’re hoping to see more re-imaginings like that. And we also have our fingers crossed that Vulcain, which will have a dedicated booth at the show, will be presenting a new take on the classic Cricket alarm watch.

Oris is another old friend with a new in-house movement – the Calibre 400. Will we see new models outfitted with this mechanism? Stay tuned!

(Photography by Watchonista)

And receive each week a custom selection of articles.

Introducing Parchie Pal: A Fun $50 Watch Brand For The Wee Ones

By Rhonda RicheEditor-At-Large
Cara Barrett, a former editor at HODINKEE, has just launched a collection of timepieces for kids of all ages (and I kinda want one for myself).

Trade Shows Return This Summer With COUTURE And Geneva Watch Days

By Steven RogersContributor
Watch fans in the US and Switzerland have something to look forward to because, later this year, two in-person fairs are set to take place, one in Las Vegas...

No More Bets! Five Unmissable Watches From COUTUREtime

By Viviana ShanksContributor
After a whirlwind trip to COUTUREtime in Las Vegas, we take a look back at the watches that were worth placing our chips on.