Saturday 21st June 2025 saw the fourth edition of the WatchIt! Watch Fair burst into life – this watch event, however, is not in the familiar bustle of London, but at the freshly refurbished Lancaster Suite of the Holiday Inn Birmingham Airport. It was our most ambitious line‑up yet, with more than forty watch brands spread across the light‑filled hall, and the Midlands crowd turned out in force.
With London hosting an ever‑growing roster of horological gatherings, we wanted something different: an event central to the heart of the country, easily reachable from the M1, M5, M6 and M40 via junction 6 of the M42, and connected by a complimentary half‑hourly shuttle from Birmingham International station. The feedback was unanimous: enthusiasts who’d found London fairs too long or tricky to get to welcomed the change of scenery.
We had a brilliant time at WatchIt! this year. It was great to bring our watches to a new part of the country, meet such an engaged community, and have some really thoughtful conversations throughout the day. Thank you to everyone who stopped by and to the organisers for putting together such a welcoming event.
Lucy @ Paulin Watches
The Lancaster Suite’s layout offered a relaxed, informal atmosphere: tables spaced generously, and a bar and restaurant on site serving surprisingly good pizzas (a crowd‑pleaser at any watch fair). Doors opened at 11:00 and closed at 17:00, giving collectors a comfortable six‑hour window to explore, discuss and – of course – try on every model that caught their eye.
Brands in the spotlight
This year’s exhibitor roster was our biggest yet, an exciting tour of British and international micro‑brands alongside a few veterans:
Highlights included:
- Christopher Ward, showcasing their latest Trident range and the incredible Loco.
- Farer, whose colourful dials drew a steady queue of camera‑wielding enthusiasts.
- Zero West, revealing a new model that sums up the very best of British engineering.
- Alkin, RZE, Nodus, Pinion and Timor – each brand fielding both classic staples and bold new releases.
In all, over forty labels – from Beaucroft Watch Co to Isotope – lined the hall, with a dozen making their WatchIt! debut. Conversations buzzed around everything from ceramic bezel innovations to the resurgence of cushion‑case chronographs.
WatchIt! was an amazing show that was very well organized. The audience that attended were highly engaged and the brand roster was diverse.
Wes @ Nodus Watch Co
The WatchIt! Watch Fair was a thoroughly enjoyable event, it was great to meet so many enthusiastic watch collectors.
Mark @ Ember Watch Co
Voices from the floor
It isn’t just the brands who make WatchIt! special; the visitors bring it to life. I overheard countless first‑time fairgoers discovering micro‑brands, seasoned collectors hunting for grails, and families turning a day out into a salvo of wrist‑watching fun.
Third year in a row I’ve been to this event, all of them excellent. Looking forward to the next one already.
A great morning out for the watch enthusiast. Guaranteed to find something of interest, even if you promised yourself that you aren’t buying anything!
Colour was a recurring theme – both on the straps and the faces. Pastels and bold primary hues have emerged as a defining trend of 2025, and everywhere you turned there was a vibrant pop against the gleaming steel.
Many visitors arrived with shopping lists; more than a few left with new lists for next year. One attendee told me they’d walked in with six watches earmarked for purchase, tried them all—and bought something entirely unexpected.
This was my first watch fair—and I loved it. The organisation was spot on, the brands were so friendly and welcoming, and I will definitely be back!
Looking ahead
As the doors closed, it was clear: WatchIt! has become a fixture not just in the Midlands calendar but in the hearts of Britain’s watch community. With this year’s larger footprint and the warmest of welcomes, we’ve proved there’s appetite beyond London’s bounds.
I’m already counting the days until next June, when we return – with fresh faces, new dials and more stories waiting to be written on our wrists.
