Watch Week Aspen is moving up a gear this year. 

The multi-day event, founded by jewelry entrepreneur Oliver Smith and presented in partnership with the Aspen Chamber Resort Association, will return to the upscale Colorado enclave this August with an unprecedented program. The third edition will feature more brands, events, and activations than the two previous years, enabling collectors and enthusiasts to rub shoulders with the world’s top watchmakers against the breathtaking backdrop of the Rocky Mountains.

Over four days, from August 13 to 16, the participating brands and retailers will host previews of new releases, panel discussions, and social gatherings across downtown Aspen. In addition, three major events will anchor the week. The signature welcome party will take place on Friday evening, giving brands, collectors, media, and tastemakers a chance to connect and unwind. A series of curated conversations on innovation, craftsmanship, and today’s market will be held on Saturday, before an intimate, invitation-only collector’s dinner unfolds later that evening. 

The participating brands and partners are yet to be announced, but there will likely be a few surprising names on the list. “What we’re trying to do this year is bring in some brands that aren’t represented in Aspen, that want to come in and talk to their clients,” Smith tells Robb Report. “And we’re trying to grow it organically.” For context, Watch Week Aspen drew over 200 attendees and 16 brands in 2025, including major players such as A. Lange & Söhne, Audemars Piguet, Omega, H. Moser & Cie., IWC, and Zenith.

Aspen is increasingly becoming a serious destination for watch enthusiasts, with the alpine resort town offering a growing number of high-end watch stores. Smith himself inaugurated a new Omega boutique in Aspen at the end of last month, adding to an already impressive lineup of retailers that includes Audemars Piguet, A. Lange & Söhne, Meridian Jewelers, and a Rolex AD that also sells Tudor, Cartier, and the like. 

In addition to shopping, Aspen offers up prime skiing, hiking, and other outdoor activities, plus fine dining and cultural experiences, making it perfect for collectors looking to combine watch hunting with some other fun. That distinctive mix of offerings has made the mountain destination popular among well-heeled jet-setters, especially in the summer, with one Uber driver telling us that Aspen airport is full of private jets come July. You’d best book your accommodation for Watch Week Aspen soon, then.