Far from a conventional trade show, After Time 2025 embraced a community-driven and approachable format, where seasoned collectors, industry insiders, and newcomers alike could engage with brands, attend interactive sessions, and experience the stories behind each timepiece. From masterclasses to exclusive touch-and-feel sessions, the event invited attendees to connect and explore the world of contemporary watchmaking in a truly Italian setting.
Exhibition and Activations
Featuring 26 distinctive brands, both new voices and historic names, After Time 2025 also hosted special activations by MING and Leica, expanding the dialogue between tradition and innovation.
Opening Night x Gagà Laboratorio: the inauguration party set the tone for the weekend - an evening filled with music, style, and community. The highlight performance by Alessandro Ristori created a vibrant, unmistakably Italian atmosphere.
Leica: offered an engaging photography masterclass with Kristian Dowling, an insightful talk with Andrea Pacella, Global VP Marketing at Leica, and Stefan Ebner-Kaufmann, Managing Director of the Leica Watch Division. The event and masterclass was followed by an exclusive preview of the Leica watch collections.
Fondation Haute Horlogerie: returned to Milano for the second year in a row to host an interactive horological quiz at Terrazza Martini, uniting professionals, collectors, and enthusiasts for a playful yet educational exploration of watchmaking and embodying After Time’s mission to inspire the next generation and share horological knowledge.
MING Watches: made its first-ever appearance in Italy, hosting a talk with the CEO Praneeth Raj Singh on MING’s design philosophy, creative journey, and bold approach to modern horology, followed by an aperitivo and an intimate touch-and-feel session of its watches.
Zenith x Pisa 1940: from Friday to Sunday, they transformed Terrazza Martini into a special Watch Clinic - a unique moment for collectors and enthusiasts to get closer to the art of watchmaking and discover Zenith in a new light.
Maserati Test Drive Experience: returned to After Time 2025, offering guests the opportunity to step behind the wheel of its iconic Grecale Modena. Participants experienced the thrill of a luxury drive through the streets of Milan.
The Coffee Hour: Gagà Milano x Arno Glass celebrated the connection between glass, design, and time. Guests explored a new special edition set throughout the day, while the evening of October 3 featured an exclusive invitation-only aperitivo.
Exclusive Watch Releases
After Time 2025 showcased a series of remarkable timepieces, highlighting collaborations and Italian inspiration:
Alessandro Squarzi x Squale: unveiled at the Fortela Boutique in Milan, the event offered guests an immersive experience into Alessandro Squarzi’s world, exploring his eye for style, design inspirations, and the creative process behind the watch collaboration.
Beda’a: Angles Mecaline “Italy Edition” is a stunning new release inspired by the Palazzo Ducale of Venezia, celebrating Italian architecture and heritage through meticulous design.
Arsène Lippens: revealed their new Artigiano Line featuring fabric dials crafted from Italian textiles sourced in Como.
Space One: Tellurium "Last Series" is the brand’s latest edition of the Tellurium, marking the culmination of this iconic series.
Wyler Vetta x MV Agusta: revealed the Jumbo Star - an extraordinary collaboration bringing together two iconic brands. Alongside the release, the exhibition featured MV Agusta motorcycles, emphasizing the shared vision of precision, performance, and Italian design excellence.
M.A.D. Editions Exclusive Raffle: for the first time at After Time, event attendees were invited to participate in a special raffle, offering the unique opportunity to purchase one of two highly sought-after watches: the M.A.D. 1 Slim in Blue or the M.A.D. 2 in Green.
Community & Reach
Across social media, the event generated over 500 organic mentions, and 800,000 views on the Milano Watch Week profile, capturing its vibrant atmosphere and amplifying its message of connection and community. International press, collectors, and influencers joined the conversation, further cementing After Time’s reputation as a global hub for contemporary watch culture, praising its laid-back yet sophisticated energy and recognizing it as the younger, more open counterpart to the main Milano Watch Week.
In just its first edition, After Time 2025 reaffirmed Milan’s place as a vibrant capital of modern watchmaking, blending innovation with Italian flair. The event succeeded in its mission: to bring people together, from seasoned collectors to curious newcomers, in an environment that celebrates craftsmanship, creativity, and community.
