I have been to plenty of watch events. I also organise my own: WatchIt! Watch Fair. And there’s one problem I see time and time again: as soon as visitors come through the door, they are largely on their own. They might have a table plan, perhaps a list of exhibitors, and that’s about it.
Too often, I see visitors walk past a brand’s table, glance from afar, and carry on. Perhaps they don’t know what to say or ask, which is completely fair. Perhaps they’re worried they’ll get a hard sell from the brand. Let me tell you now: that is almost certainly not what the brand is expecting. Not every visitor is going to buy a watch from every brand at an event. We can’t all afford to buy dozens of watches in one day!
But I think this is where visitors can miss something crucial. In fact, it might be the most important thing about watch events: connection and conversation. The people behind the watch brands aren’t there just to sell. They want to talk. They want to share their story, explain what makes their brand different, and talk through the design choices, details and decisions that brought their watches to life.
That’s why I’ve created the WatchIt! Experience App. It’s designed to be a guide on your phone, helping both visitors and brands get more out of the event.
For visitors, it includes the table plan and full exhibitor list in one handy place. Each exhibitor has their own page, with website and Instagram links, a place to store notes, and — crucially — three conversation starters specific to that brand. Visitors can also shortlist brands before the event, giving them the chance to do a bit of research beforehand and make a note of the brands they definitely want to see on the day. Those notes can then be emailed to yourself at the end of the day, so you don’t have to rely on your memory after seeing dozens of watches.
There’s also a random 16-square bingo card, which can be regenerated to give visitors fresh ideas of what to see, ask and do throughout the day.
And for anyone new to the wonderfully crazy world of watches, or perhaps attending their first watch event, there’s a starter guide covering the basics: a glossary, watch fair etiquette, FAQs, and various “need to know” bits about watches and watch events.
The giveaway is also handled through the app. Visitors “check in” to brands by scanning the QR code on each table. Every time they check in, they answer a simple question, so they can learn a little as they go. Once they have checked in with 10 brands, including each of the six sponsored brands, they can enter the giveaway.
At WatchIt! 2026, we have multiple watches up for grabs, including pieces from Christopher Ward, MD Watches and Maystone, plus 20 bundle bags from WatchGecko and plenty of swag from other brands. So there are lots of chances to win.
From the watch brands’ point of view, the app allows them to see how many visitors have checked in at their table. And, if the visitor allows it, they can also share their notes and contact details with the brand directly.
The ultimate goal I have for WatchIt! is simple: to create the kind of watch event I would want to attend as a watch enthusiast first and foremost. I feel like this new app, completely designed and developed by myself, tackles one of the final missing pieces of the puzzle: encouraging proper conversation, interaction and discovery.
I’ve always believed in collaboration, especially when it comes to watch events in the UK. My hope is that this experience app can eventually be rolled out to other events too. I’m already chatting with Hamish from The Watch Collectors’ Club, who has been very helpful with advice for WatchIt!, and we are looking at a version for the Manchester Watch Show.
Then, after a couple of events under its belt, who knows? I’ll certainly be doing my best to get it in front of as many other watch events as possible.
You can check it out here: https://app.watchitfair.com/
Please take a look, acquaint yourself with it, and let me know your thoughts.
And, of course, if you haven’t got your tickets to WatchIt! yet, what are you waiting for? We’ve got 52 watch brands under one roof, multiple giveaways, a hands-on watch making experience, the new WatchIt! Experience App, and a room full of fellow enthusiasts who just love watches.
Whether you’re a seasoned collector or completely new to the hobby, it’s going to be a brilliant day — and I’d love to see you there. Get your tickets and see more info at https://watchitfair.com/
