Milan, October 4-6, 2024 - Terrazza Martini
Milano Watch Week 2024 unfolded this past weekend across the top two floors of the iconic Terrazza Martini in Milan, setting the stage for an event that promises to become a landmark in the world of horology, bringing together fine watchmaking, an authentic Italian identity, and a strong watch community. With more than 4,000 registrations, we welcomed over 3,000 attendees from more than 30 countries. Over three days, visitors from around the world experienced incredible creations from the most notable independent brands, immersed themselves in the Italian culture with designated experiences and talks from industry leaders, solidifying the event's status as a premier destination for watch enthusiasts and industry professionals alike.
Collaborative Partnerships
The success of Milano Watch Week would not have been possible without the exceptional support of our partners, who share our passion for luxury, precision, and craftsmanship. We extend our heartfelt thanks to these partners who contributed to making the first edition of Milano Watch Week a reality:
• PISA 1940: With one of the best selections in international brands, their support allowed us to offer attendees an immersive experience into the makings of a watch, through the Watch Lab held on-site.
• GMT Italy: A leading destination for high-end independent brands, GMT Great Masters of Time selects and promotes a wide range of non-traditional watches.
• Verga 1947: Historic Milanese authorized retailer, offering an exclusive selection of fine watch brands, with locations in Milan on Via Mazzini and Gae Aulenti.
• MV Agusta: Offers highly sought-after luxury motorcycles, that are handcrafted in Italy.
• TopLife Concierge: Sets the benchmark in luxury concierge service, the company elevated our guests’ stay in Milano, offering bespoke travel solutions.
• Concreto Real Estate: Experts in luxury real estate, offering bespoke, high-quality solutions, mirroring the precision of fine watchmaking.
• Principe Milano: Known for their exquisite leather straps, they partnered with us to launch an exclusive limited-edition watch strap.
• Asticarta: Leaders in luxury packaging, they were key players in us thanking our guests with special tote bags containing a special MWW wristwatch with an NFC.
• Fondation de Haute Horlogerie (FHH): Fostered watchmaking knowledge with a special quiz that awarded certification to the top performers.
• Maserati Rossocorsa: Brought Italian flair to the event, with test drives at Terrazza Martini that showcased the synergy between luxury automobiles and watches.
• KERIS: Allowed the attendees of Milano Watch Week to admire their timepieces at a greater scale through their WOW! enlargers.
• Johannes: Enhanced guest engagement with an interactive photo booth.
• Ferrari Group: Our exclusive logistics partner, ensured excellent secure transportation and handling of luxury goods.
• Terrazza Martini: Provided an elegant venue for Milano Watch Week, offering guests panoramic views of Milan, perfectly complementing the event’s atmosphere of luxury and refinement.
Thanks to the Press
We would like to extend our heartfelt thanks to the press and our friends who supported us and contributed to the success of the inaugural edition of Milano Watch Week. We were honored to see over 40 articles published about the event, with mentions in prestigious outlets such as the Financial Times, GQ, and Hodinkee. Thanks to this incredible media coverage, Milano Watch Week has become a truly international phenomenon.
Event Highlights
Milano Watch Week 2024 kicked off with an unforgettable opening party on the evening of October 3rd, where football players, industry leaders, watch collectors, and CEOs mingled in style.
On social media, the event gained extraordinary momentum, with over 800 story mentions over the course of three days and widespread engagement across platforms, amplifying Milano Watch Week’s impact and reaching a global audience of watch enthusiasts.
A spectacular party was hosted by GMT Great Masters of Time with H. Moser & Cie at the Terrazza Martini, which brought together distinguished guests and watch collectors. The atmosphere was incredible, full of cocktails, wrist shots, and great conversation—a perfect evening that truly embodied the spirit of the event.
The DANIEL ROTH Cocktail Soirée was a standout, allowing select guests to explore both vintage and contemporary models from the prestigious brand, with special guest Michel Navas, Master Watchmaker at La Fabrique du Temps Louis Vuitton.
On our Design Night, in partnership with eurostyling at the bulthaup location, attendees enjoyed an immersive evening featuring the MV Agusta x Daniel Arsham special edition bike, Maserati vehicles, and an indoor cinema—all while appreciating the artistry of watches.
Throughout Milano Watch Week, Maserati cars were available for test drives parked outside of Terrazza Martini, further highlighting the connection between Italian luxury and precision engineering.
Exclusive Watch Releases
Milano Watch Week also saw the unveiling of two exceptional timepieces:
• The Czapek Antarctique, in collaboration with GMT Great Masters of Time, featured a grainy dial in a 4N gold hue, giving the watch a Franciacorta-colored hue — a nod to its Italian influence.
• Ferdinand Berthoud unveiled a unique 1/1 configuration of their Chronomètre FB, a tourbillon with constant force device and a fusee-and-chain transmission.
Conclusions
In conclusion, Milano Watch Week 2024 not only exceeded expectations but set a new standard for luxury events. With unforgettable experiences, exclusive watch releases, and strong partnerships, the event left an indelible mark on the world of watchmaking, in an authentic Italian style. As we look to the future, we extend our deepest gratitude to all our partners, participants, and guests who made Milano Watch Week 2024 an unforgettable celebration of horology and luxury.
