Show Preview: After Time 2025 by Milano Watch Week
Milan’s upstart watch fair returns for its second year with a new concept, new name, and new levels of excitement for timepiece fans. Here’s a preview.
By Mike Espindle
Executive Editor
Mark your calendars, like, right now, because running Friday, October 3rd, to Sunday, October 5th, is After Time 2025 by Milano Watch Week, the newly reconceptualized sophomore edition of last year’s smash hit, Milano Watch Week, which promises to deliver an appropriately updated experience for watch lovers right in the center of one of Europe’s most stylish cities.
Events this year will take place at three locations: the Via Delle Ore 3 Rotonda del Pellegrini exhibition hall (just a few steps from Milan’s Duomo), the exclusive Terrazzo Martini rooftop, with additional exhibits at the Via Santa Tecla 3 facility.
Last year’s inaugural Milano Watch Week drew over 3,000 attendees from over 30 countries. However, After Time 2025 will offer an even more immersive, vibrant, and less formal approach for the attending collectors, enthusiasts, influencers, celebrities, and industry luminaries to appreciate the ever-growing watch world.
The new name is no accident; nor do the changes stop there. Organizers have combined creativity, design, and some signature “la dolce vita” flair to foster a distinct “after-party” flavor to this year’s event, promising even more spontaneity, connection, interaction, and social storytelling.
Brand Mix
This year’s program includes a curated selection of over 20 international and Italian watch brands with a focus on accessibility (with most brands offering models for under €10,000).
Some participating “cult” brands include Beda’a, Dennison, Furlan Mari, and Studio Underdog. Meanwhile, more mainstream watchmakers like Christopher Ward, Frederique Constant, Louis Erard, Oris, Raymond Weil, and Seiko will also be well-represented during the event.
A Don’t Miss Hit List
With just a week left before kick-off, the Milano Watch Week team is busily finalizing the impressive event schedule. However, here is a preview “cheat sheet” for what looks to be an outstanding experience for attendees:
- On Thursday night, the show will begin with a gala opening party (including a planned special musical performance) at Terrazzo Martini with Gagà Laboratorio.
- On Friday, the first official day of the show, Leica will run a photography master class at Terrazzo Martini, and 10 lucky attendees will be invited to attend an intimate follow-up workshop hosted by photographer Kristian Dowling.
- Although the specific date has not yet been made public, there will be a special evening unveiling of a new timepiece from the Alessandro Squarzi x Squale collaboration at the Fortela showroom.
- Ming CEO Praneet Raj Singh will host the cult watchmaker’s very first official event on Italian soil on Saturday night.
- “Watch Labs” throughout the event dates will be held by watchmaker Zenith in collaboration with Milanese retailer Pisa 1940; expect in-depth horological explorations aplenty.
Need to Know
With the show coming up next week, pre-registration is now open, and the show hours will be from 10 am to 7 pm at the Rotonda del Pellegrini (Via delle Ore 3) exhibition hall and at Via Santa Tecla 3. Attendance at the chic Terrazzo Martini rooftop is by invitation only or via special event registration.
The Rotonda del Pellegrini will also host the event’s special live talks, which include confirmed presentations from watchmaker Wyler Vesta and Italian motorbike maker MV Augusta.
Meanwhile, the space at Via Santa Tecla will host brands such as Gagà Milano, Nivada Grenchen, and Favre Leuba. Additionally, there will be an exciting Maserati test drive experience and a festive coffee hour each day of the fair.
To keep up-to-date on the upcoming After Time 2025 by Milano Watch Week, visit the organizers’ website or check the show’s Instagram account @milanowatchweek.