Windup Watch Fair New York 2024 – The Largest Windup Ever

With multiple food and drink lounges, a gallery dedicated to live panels, a coffee stand from Brew Watches (serving delicious nitro cold brew), and a “50 Years of Casio” exhibit, Windup New York 2024 felt like a more polished, elevated experience. It was almost reminiscent of a larger Swiss trade show, yet still retained that laid-back, approachable vibe that makes Windup so special.

With the event fresh in my mind and my photos exported, here are a few standout themes from this year’s record-breaking Windup.

Vintage Galore

While vintage watches have always been a part of Windup, there seemed to be a noticeable increase in their presence in 2024. Nivada Grenchen, for example, displayed six vintage pieces, which provided perfect context for their modern recreations.

Unsurprisingly, Analog:Shift was the unofficial vintage hub of the show. Their booth featured a stunning lineup, including a 1960s Seiko 62MAS, a Doxa T-Graph, an Abercrombie Seafarer, and a slew of vintage Cartier. Though the booth was constantly swarmed, it was undoubtedly one of the most exciting spots at the show.

Another highlight was Casio’s exhibit celebrating 50 years of watchmaking, featuring early digital models. I was particularly drawn to a Casio Pulsecheck from the 1980s (above, right).

Non-Watch Brands on Display

Though it’s called Windup Watch Fair, not every brand at the event sells watches. This year, there seemed to be a larger presence of non-watch brands, ranging from bags and backpacks to EDC items like pens and pocket knives. While I don’t have the exact numbers, it felt like more non-watch brands were represented compared to last year. These additions undoubtedly help attract a broader audience, including visitors who might not yet be deep into watches.

One standout non-watch booth was Ad Patina. Nick, the owner, had an incredible selection of original print ads on display, covering everything from vintage watches to cars, fashion, and design. After chatting with Nick, I ended up buying a 1987 Range Rover ad for my brother. Nick shared fascinating insights into the history of the ad, including its designer, Roy Grace, and its cultural significance during the late '80s.

Crowded House

If you’ve attended Windup before, you know that it can get crowded. This year, despite the expanded venue, the fair was packed from start to finish. Walking between booths often meant navigating shoulder-to-shoulder through the crowds. On Friday, I found myself stuck in one spot, only to realize the person I was trying to get past was Andrew Morgan – so not all bad!

Because most booths can only accommodate a few people at once, you’ll often find yourself waiting your turn or dealing with others looking over your shoulder as you handle the watches. While this isn’t a critique of the fair’s layout, it’s a reality worth noting for anyone planning to attend. Windup’s popularity presents a challenge both for attendees and for brands trying to give each visitor a great experience. That said, having too many passionate people at your event is a great problem to have.

Final Thoughts

Windup Watch Fair New York 2024 was a victory lap of how far the event has come. While the show maintains its casual and approachable vibe, the growth in size and amenities suggests that it’s evolving into something even more substantial. As Windup continues to expand, it will be interesting to see how they balance the intimate feel with the increasing number of attendees and brands. For now, it's safe to say that Windup is an essential experience for American watch enthusiasts.