Right now, Aspen may be known as a haunt for après-ski TikTok hounds—fur-adorned snow bunnies with Chanel bags preening for their iPhones—as much as it is for its challenging ski slopes. But recently, it’s becoming a serious watch destination. The mountain town is famous for attracting the rich and famous eager to come show off their athletic prowess and the luxury gear to match—brands such as Louis Vuitton to Gucci, Prada, and Ralph Lauren hold court in town. But recently, it’s increasingly becoming a serious destination for watch enthusiasts who aim to mix collecting with an elevated stateside vacation.

In 2020, the Arizona-based pre-owned watch retailer Oliver Smith opened shop on 400 East Hyman Avenue. It joined retailers like Audemars Piguet, A. Lange & Söhne, and Meridian Jewelers, the local Rolex AD which also sells Tudor, Cartier, and a number of other brands. In 2023, Oliver Smith, the founder of the eponymous boutique, started Watch Week Aspen, an annual event which has become a local hit, attracting watch aficionados and enthusiasts from all over the country.

“What we’re trying to do this year is bring in some brands that we that aren’t represented in Aspen, that want to be to come in and talk to their clients,” founder Oliver Smith tells Robb Report. “And we’re trying to grow it organically.” He admits that other watch boutiques in town were initially a little wary of the newcomer with big plans, but he says the event is a tide that has raised all ships. “I’ve heard through the grapevine that some of these brands have sold, you know, half a million dollar watches, what during this three day, four day event; there’s some big hitters that come in for it,” Smith explains, while also stressing that despite the deep pockets it’s ultimately a laid-back affair.

At the end of last month, Oliver Smith inaugurated a brand-new Omega boutique, which it will operate for the Swiss brand, just below its store at the same address. Call it a case of great timing: Aspen had just received a hefty dose of fresh powder after a particularly dry season and the mood in town was palpable. Omega opened to a packed house with clients already buying up timepieces the opening night. When we returned the following day to check out Oliver Smith’s selection of pre-owned pieces, some clients visiting from Texas had dropped in to collect on a Speedmaster and a couple of nights later, as we to a restaurant in town, the store was buzzing again. All the fan favorites are in stock from the Speedy to the Seamaster to the Constellation, but one couldn’t help but zero in on the 43 mm $237,000 DeVille Tourbillon in Sedna gold in the window. Smith says he’s testing out the market to see how the brand’s six-figure high complications will be received, but he says the most requests he sees already from clients are for watches housing Omega’s Caliber 321—a historic column-wheel chronograph movement that was revived by the company in 2019 and updated with some modern manufacturing and finishing techniques.

Of course, the store opened the same month as the Olympics, for which Omega is the official timekeeper, so Smith went the extra mile to have an Omega bobsled shipped in for the requisite photoshop. He said it wasn’t easy with local restrictions, but he ultimately made it happen and it paid off as passersby and clients can hop in and get their Instagram moment. “You’re seeing Omega all over the screen [for the Olympics], right? I think, I think that really helps define their craft—their ability to time these events to the 100th of a second,” Smith says. “And you know something? I don’t think I ever saw any controversy on timing.” (Aspen is, of course, also home to a few Olympians, including Alex Ferreira, who won a gold medal this year for the freestyle halfpipe.) Smith says he has his eye on the $6,800 Speedmaster Milano Cortina watch that commemorates this year’s games and plans to pick one up for himself. “This is really fair pricing,” he says. “I think that that’s what has made the brand so popular with young people, and has helped them establish themselves as a brand for somebody looking for a starter sports watch. The Speedy is a great piece.”

For those without the deepest of pockets, one advantage of having the Omega store beneath Oliver Smith’s pre-owned outfit is that clients wanting to upgrade to Omega can trade in their old watch to help finance their new purchase. Smith says the store does a ton of business in trade-ins, which will likely only increase as clients aim to purchase their first Speedy. But it’s also a big outlet for clients who simply don’t want to invest in repair and want to simply trade in for a brand new timepiece. Regardless of what brings clients into the store, hardly anyone in town will miss the bright red awning just a few blocks from the base of the mountain.

If you want an excuse to swing by or head to Aspen, Oliver Smith will be hosting the next Watch Week in Aspen August 13-16. According to locals, summer is the best time of year to visit—a somewhat well-kept secret that won’t last long. A local Uber driver told us that come July, you can find a slew of just-landed private jets lined up on the tarmac at Aspen airport. We suggest booking your room at Hotel Jerome sooner rather than later. And, who knows, you may find another retailer spring up around town before then.