Just 10 Days Until Watch Week Aspen — Free To The Public

If you”re in a region of the country where the current heat is unbearable, consider the Rocky Mountains — especially if you are a watch lover, because we are less than 10 days away from Watch Week Aspen — an exciting, immersive event that watch lovers will want to indulge in.

Now in its second year, Watch Week Aspen is on the “watch” list. Taking place from August 7 to 9, 2025, and free to the public, the show offers a host of highlights that include special-release watches, experiences and panel discussions.

This year, more than 17 luxury brands are participating and offering curated experiences alongside retail partners. From A. Lange & Sohne to IWC, Audemars Piguet, Gerald Charles, Bremont and Norqain on the brand side to Betteridge, Oliver Smith Jeweler and others on the retail side, the Rocky Mountain event is gearing up to welcome locals, tourists and watch lovers from all around the area.

Some brands are bringing in watchmakers for live demonstrations, while others are presenting new limited editions. Bremont is even offering an early morning hike with brand ambassador, adventurer and photographer Jimmy Chin.

Essentially, the three-day event, presented by Oliver Smith Jeweler, the Aspen Chamber Resort Association and other local retailers,  begins on Thursday with Moritz Grossmann showcasing a curated selection of pre-owned and limited-edition pieces, and continues with exploration of the legendary Gerald Genta via a presentation by Gerald Charles. Later Zenith USA president, Ellen Sorensen will showcase the brand’s 160^th anniversary collection and Audemars Piguet will give an inside look at the complex perpetual calendar.

 Day two and three promise  more indulgences that include a technology and material presentation from Omega, a private viewing of German brand A. Lange & Sohne’s highlight pieces, an IWC showcase at Meridian Jewelers and a Norqain-hosted pickleball hangout session with Olympian Alex Ferreira at Oliver Smith Jewelers, among other events. Each day concludes with a variety of cocktail receptions.

The event is open to the public and free, but organizers suggest  registering ahead of time to claim a space at preferred events and for the excursions. For more information about the event, visit Watch Week Aspen.

(Portions of this article first appeared on Forbes.com)