Windup Watch Fair Marks Its 10th Anniversary with Expanded Chicago Showcase

From 11 to 13 July 2025, the Windup Watch Fair returns to Venue West in Chicago, celebrating a decade of championing accessible mechanical watchmaking. Organised by Worn & Wound, Windup has evolved into a cornerstone event for the independent horological scene, offering free admission and access to more than 70 brands, including respected industry names and first-time exhibitors.

A Decade of Independent Watch Culture

Launched in 2015 in New York, Windup Watch Fair was conceived as a response to the limited visibility of microbrands and the growing appetite for direct engagement between watchmakers and enthusiasts. Over the past ten years, it has grown into a three-city platform — with events in New York, San Francisco, and Chicago — attracting thousands of attendees annually.

Its success lies in the open, inclusive format. Unlike traditional trade fairs oriented toward retailers and press, Windup welcomes collectors, new buyers, and hobbyists alike. It encourages tactile exploration of watches, personal interaction with brand founders, and a deeper understanding of horological design and mechanics.

The 2025 Chicago edition celebrates this ethos while introducing special launches, limited editions, and a range of activities that extend beyond the wrist.

Product Highlights and Brand Debuts

Among the lead sponsors, Casio draws attention for presenting its full product range for the first time, not limited to G-SHOCK. Its booth includes heritage pieces such as the A100 and newly released digital hybrids aimed at collectors. The flagship MTGB4000 remains a centrepiece, but expectations are high for a debut model scheduled for unveiling on Friday morning.

Atelier Wen returns with the Perception, a watch that combines Chinese artisanal craftsmanship with Swiss-inspired architecture. The model’s dial is produced using a traditional guilloché rose engine in Suzhou, reflecting the globalised nature of modern mechanical watchmaking.

Christopher Ward continues to push design boundaries with the minimalist C12 Loco and the ocean-themed C60 Trident Reef. The latter supports marine conservation, part of the brand’s broader sustainability initiatives, including recycled packaging and solar-powered facilities.

Citizen marks 40 years of its Aqualand line with a special edition dive watch, reinforcing its history of analogue depth measurement. To commemorate the release, a raffle offers a commissioned artwork to the first ten purchasers. Oris introduces a berry-coloured Aquis Date “Taste of Summer” model, reinforcing its seasonal approach to colour, already a hallmark of its Divers Sixty-Five collection.

First-time exhibitors include DOXA, the Swiss manufacturer known for its compression-case dive watches with brightly coloured dials. Their presence underscores the brand’s growing popularity among modern collectors seeking vintage aesthetics with updated specifications.

Celeste, based in Oregon, presents enamel and engraved dials created in-house by founder Celeste Wong. Watch Craft showcases sculptural timepieces that bridge the gap between horology and wearable art, reflecting a growing crossover between watchmaking and independent jewellery design.

Also exhibiting are brands such as Vero, Monta, Boldr, Formex, and Vaer — each of which has used the Windup platform in previous years to expand their market presence.

Chicago’s Watchmaking Community

Windup maintains a focus on local culture. Chicago-based brands like Oak & Oscar and Astor & Banks return with updates to core models. Oak & Oscar’s Humboldt GMT remains a draw for those seeking field watch durability with travel functionality, while Astor & Banks highlights its Sea Ranger, a 300 m diver with a clean Bauhaus aesthetic.

Retailers such as CD Peacock offer broader coverage of mainstream luxury brands including Tudor, Longines, and Bell & Ross. Meanwhile, Ad Patina continues to showcase curated vintage ephemera, reinforcing the fair’s blend of heritage and innovation.

Chicago-based Farr & Swit draws attention with its luminous dial designs, and Oak Street Bootmakers bridges the connection between horology and leather craftsmanship, a synergy seen in bespoke strap collaborations.

Additional Features and Experiences

Complementing the exhibition is a programme of side events. Bulova hosts a screening of its anniversary documentary, celebrating 150 years of manufacturing innovation. The brand also presents a Chicago-exclusive version of its Snorkel diver with a caseback engraving of Cloud Gate, known colloquially as The Bean.

Throughout the weekend, a Scotch tasting bar by Bruichladdich offers a space for informal discussion and relaxation. Evening activities — including Hampden’s Saturday night gathering and a pre-show meet-up organised by Horage — provide further opportunities for social interaction within the collector community.

Visitors are encouraged to register at the entrance for giveaways by The Watch Preserve and explore live panel discussions on topics ranging from movement finishing to collecting strategies in the digital age.

Outlook and Significance

In a fragmented industry where traditional trade fairs have lost some relevance, Windup’s open format continues to resonate. Its blend of emerging independents, collector culture, and brand accessibility offers a rare space where passion and commercial dialogue intersect.

As the event enters its second decade, it remains an essential touchpoint for watch enthusiasts and a valuable platform for brands looking to build authentic relationships with their audience.