Over the past few months, the world of watchmaking has been buzzing with exciting and engaging prestige events that have captured the attention of enthusiasts and industry insiders around the world: from Watch Week in Aspen to Geneva Watch Days, via IAMWATCH in Singapore and the 10th Horology Forum at Dubai Watch Week in Hong Kong.
An extraordinary and entirely Italian novelty has been added to these events: the Milano Watch Week , a one-of-a-kind event that celebrates the excellence of fine watchmaking in perfect harmony with the style and culture of our country.
Milano Watch Week: the debut in the heart of Milan
The idea of Milano Watch Week was born in 2021 from the visionary dream of its founders to create an unprecedented reality and way of experiencing watchmaking.
Fabrizio Bonvicino, Vittorino Loreto, Edoardo Armentano and Stefano Mantovani have created a meeting and inspiration space, where enthusiasts, communities and industry experts have gathered to share knowledge, ideas and emotions. Here, the avant-garde of fine watchmaking has intertwined with the many declinations of Italian excellence, creating a vibrant dialogue between tradition, innovation and creativity.
Right in Milan , the beating heart of style and elegance, this event has found its perfect expression, embodying history and modernity.
A new chapter that consolidates the Italian cultural heritage
The first edition of the Milano Watch Week took place from 3 to 6 October 2024 in the evocative setting of the Terrazza Martini in Milan , an architectural icon of the city and a protagonist in the history of Italian customs and cinema.
A unique event that brought together over twenty of the most prestigious independent watch brands, supported by fourteen exceptional partners, including MV Augusta, Maserati Rossocorsa and Fondation Haute Horlogerie (FHH). 3,000 visitors from more than 30 countries made this event unforgettable and a new essential destination for all enthusiasts, collectors and professionals in the sector.
On the fifteenth floor, stands were set up where it was possible to admire the watches, but also to personally meet the representatives or founders of the brands. On the sixteenth floor , instead, the terrace hosted the discussions and an exclusive exhibition of the MV Augusta Superveloce 1,000 Serie Oro. Speakers included prominent figures in the sector such as Guido Terreni (CEO of Parmigiani Fleurier), Max Bernardini (founder of Bernardini Milano), Romeo Ferraris (founder of Romeo Ferraris), Luca Soprana (master watchmaker) and Michel Navas (key figure in the relaunch of Daniel Roth).
Exhibitions, talks and activities such as the Maserati test drives, the Fondation Haute Horlogerie quiz or the Pisa 1940 Watch Lab enlivened the three days of the Milano Watch Week and allowed participants to break down the “fourth wall” and fully immerse themselves in the world of watchmaking and Italian excellence.
Pisa 1940, partner of the Milan Watch Week, revealed the extraordinary creations of Ferdinand Berthoud , Franck Muller , Greubel Forsey , HYT , Krayon , l'Epée and Singer Reimagined.
Liquid Life and Media Power: A Modern Binomial
The event achieved extraordinary resonance: it was in fact reported by over forty prestigious entities, including Hodinkee, Revolution, Watch Insanity, GQ, The New York Times.
On social media, it has gained enormous visibility and recorded important numbers: over 800 mentions in stories in just three days and more than 2,400 new followers on the main platforms.
These results highlighted two fundamental aspects: on the one hand, the strategic value of communication tools, and on the other, the key role of the digital ecosystem in supporting watchmaking. Through social media, in fact, the event amplified interest, promoted the spread of watchmaking culture and fostered new connections.
In a context where the “offline” and “online” dimensions coexist in perfect synergy, the use of digital channels and, in particular, social media is confirmed as an essential element to enhance and strengthen every experience.
A special strap for a special occasion
To celebrate the first edition of Milan Watch Week , in collaboration with Principe , PISA1940 has created a limited edition strap of 100 pieces .
The amber color recalls the warm and elegant nuances of PISA 1940 while the burgundy of the machine stitching is a reference to the main color of the Milan Watch Week , Principe 's craftsmanship ties it all together in a high quality strap, unique yet extremely versatile.
