Saturday 20th June 2026 saw the fifth edition of the WatchIt! Watch Fair take place at the Park Suite, voco St John’s Hotel, Solihull, Birmingham.
When I first put WatchIt! together back in 2019, the idea was very simple: create a relaxed, friendly, non-snobby watch event in the Midlands where people could meet brands, try on watches, chat to the people behind them, and spend a few hours with others who don’t glaze over the moment you mention lug-to-lug measurements.
That is still the heart of it.
This year was our biggest WatchIt! yet, with 52 watch brands and companies under one roof. We had hundreds of visitors through the doors, more than 400 tickets sold, and a room absolutely full of people who clearly love this hobby as much as I do.
And, judging by the feedback I’ve had since, it seems people rather enjoyed themselves. Unless, of course, everyone I spoke to was just being polite.
Why the Midlands?
One of the main reasons WatchIt! exists is because so many watch events are in London.
There’s absolutely nothing wrong with London, of course. It’s a brilliant city, and plenty of fantastic watch events take place there. But for a lot of people, London is a faff. It can be expensive, awkward to get to, tiring to navigate, and just a bit too far for what should be an enjoyable day out looking at watches.
The Midlands, on the other hand, makes a lot of sense.
It’s central, easy to reach from large parts of the country, and surrounded by major towns and cities with a huge number of watch enthusiasts. Birmingham, Coventry, Leicester, Nottingham, Derby, Worcester, Wolverhampton, Warwick, Rugby, Northampton — there are countless collectors, casual enthusiasts and curious newcomers within reach. And yet, despite that, there really isn’t another event like this in the region.
That was expressed to me again and again on the day. Quite a few visitors told me they had wanted to attend watch events before but found London too far or difficult. Others said they were grateful to have something like this within a sensible drive.
That means a lot, because that has always been one of the goals: to make WatchIt! accessible, welcoming and worth the journey.
The venue
This year we moved to the Park Suite at the voco St John’s Hotel in Solihull. The room worked really well. It was bright, comfortable, spacious, and had a really nice flow to it. There was enough room for people to browse without feeling like they were constantly apologising for bumping into someone, and the general atmosphere felt relaxed from the moment the doors opened.
VIP entry started at 10:00, with a free drink included, general admission opened at 11:00, and the event closed at 16:00.
One of the things I love about WatchIt! is that it doesn’t feel like a stiff trade show. There’s no awkwardness. No sense that you need to be wearing a Royal Oak to be allowed through the door. You can turn up wearing a Casio, a Christopher Ward, a microbrand diver, a vintage Omega, or nothing on the wrist at all, and still feel completely at home. That’s the kind of event I want WatchIt! to be.
52 brands in one room
This year’s brand list was the biggest we’ve ever had. In total, 52 watch brands and companies joined us:
Abinger, Adley, Alpharo, Area Nostalgia, Bamford London, Barrington Winders, Bavarian Watch, Bold Timepieces, Boldr, Bvor Watches, Christopher Ward, Continental, Cotswold Watch Company, Diatom Watches, Doxa, Ember Watch Company, Escudo Watches, Farer, Fine Watches Berlin, Furlan Marri, Golby Watches, Great British Watch Company, Ichnos Watches, J. Sarnowski, Jonathon Vaiksaar, Loresum, Maison du Temps, Marloe Watch Company, Maurice Lacroix, Maystone Watches, McQuaide Watches, MD Watches, MHD, Micro Milspec, MINIM, Monro, Nivada Grenchen, Ocean to Orbit, Octane & Lock, Ollech & Wajs, Out of Order, Pinion, Pompeak, Schofield, Second Hour, Sher Watch, Sidereus Watches, Swiss Military, Timor Watch, Vapaus, Vesuviate Watches and WatchGecko.
It was a brilliant mix. There were established names, smaller independents, newer microbrands, accessories, straps, winders, tools, and brands that many visitors had only ever seen online. That, for me, is where an event like this becomes so valuable.
You can look at photos and specs all day long, but nothing replaces picking a watch up, trying it on, feeling the weight, seeing how the case sits, looking at the dial under real light, and speaking to the person who actually made the thing.
The online watch world is brilliant, but watches are still physical objects. They need to be handled. That was one of the most common bits of feedback from visitors: they loved being able to see watches in the metal that they had previously only seen on a screen.
The first outing for Watch Guide
This year was also the first proper outing for Watch Guide, my watch event experience app. I built it because I wanted to make the day more useful, more memorable and a bit more fun for visitors.
At a watch event, there is a lot to take in. You walk around, speak to dozens of brands, try on a bunch of watches, pick up leaflets, take a few photos, tell yourself you’ll remember that one model you liked — and then by the time you get home, your brain has turned into a mush of bezels, dials and straps. Watch Guide was designed to help with that.
Visitors could scan QR codes at each stand, open brand pages, read a bit about each exhibitor, save favourites, make notes, shortlist brands to revisit, and generally keep track of the day. It also powered the giveaways, making that part of the event feel more interactive rather than just a name being pulled out of a hat.
It’s still early days, and I’ve already got plenty of ideas for improving it, but I was really pleased with how it went down. It gave the event another layer without getting in the way of the most important thing: talking to brands and trying on watches.
The aim is not to replace the physical experience. Far from it. The whole point is to make the physical experience better.
Watchmaking experience
We also had the Watch Maker Experience hosted by Cotswold Watch Company, which went down really well.
It added something a bit different to the day. Rather than only looking at finished watches on tables, visitors could get a more hands-on insight into the skill, patience and precision involved in watchmaking.
That sort of thing is exactly what I’d like to do more of in future. Watches are fascinating objects, but the people, processes and stories behind them are just as important.
The giveaways
The giveaways were pretty epic this year, and I’m hugely grateful to the brands who contributed.
Prizes included:
- Christopher Ward C60 Trident Reef
- Maystone Prosperity GMT Red Kite
- MD Watches Supernatural Caturix
- 20 WatchGecko bags
- Two Loresum straps
- Two Golby bags
- Octane & Lock T-shirt
- Pompeak T-shirt
- Schofield cap and Almanac
- Diatom FKM rubber strap in royal blue
- Doxa coasters
- Maurice Lacroix 50th anniversary book
- Vesuviate leather watch pouch
Giveaways are obviously not the main reason people come to WatchIt!, but they do add a lovely bit of excitement to the day. Seeing people win genuinely brilliant prizes from brands they admire is always a highlight.
What the exhibitors said
I’m always slightly nervous asking exhibitors for feedback, because the event needs to work for them. It’s lovely if visitors have a nice day, but brands are giving up time, stock, travel, hotel costs and energy to be there. They need to feel it was worthwhile.
Thankfully, the feedback from exhibitors was incredibly encouraging.
WatchIt! was the perfect place to meet both old and new watch enthusiasts.
Diatom Watches said:
Exhibiting at WatchIt! was a fantastic experience for Diatom Watches. The event attracted a highly engaged audience of watch enthusiasts, collectors, and industry professionals, creating meaningful conversations throughout the day. We were particularly pleased not only with the exposure and brand awareness generated, but also with the fact that we successfully sold watches during the event.
The organisation was excellent, the atmosphere was welcoming, and the quality of both exhibitors and attendees made it a valuable platform for independent brands. We look forward to participating in future WatchIt! events and would highly recommend it to other watch brands looking to connect directly with passionate collectors.
Y K Wong, founder of Vesuviate, said:
WatchIt! delivered an excellent experience for both exhibitors and visitors. The venue was bright, spacious, and easy for visitors to navigate, while the enthusiastic turnout ensured a steady flow of engaged watch collectors throughout the day. As a microbrand, I particularly appreciated the friendly atmosphere and the support provided by the organizing team. I had the opportunity to meet many passionate enthusiasts, make new customers, and achieve sales beyond my expectations. I would not hesitate to exhibit again.
And Abinger Watches said:
We’re so glad to have been a part of WatchIt! this year, we had a great time! It was fantastic to catch up with existing customers, meet plenty of new people, and be part of such a friendly event. We’d hope to be invited back next year.
That kind of feedback honestly means the world, because I know how much effort goes into exhibiting.
What visitors said
Of course, it’s the visitors who bring the room to life.
A watch fair without enthusiastic visitors is just a very strange room full of tables. The people who came along made the day what it was: friendly, curious, relaxed, chatty and full of shared enthusiasm.
Here are just a few of the comments we received afterwards:
Great day with great people who share this amazing hobby.
Great to be able to see watch brands up close that normally are only available online in the Midlands.
The 2026 WatchIt! Watch Fair was absolutely brilliant. It was universally friendly, collaborative and engaging. A major highlight was the mix of brands exhibiting — established brands and new kids on the block; large well-known names and small up-and-coming brands. The watches offered covered virtually the whole spectrum of the watch world; sporty and dressy; divers and tools; big and bold; compact and subtle; conventional and daring; classic and unusual. Bravo!
This was the first watch event I’ve ever been to and really enjoyed it, especially being able to meet the people who produce the watches and talk directly to them about their ideas and materials that they use.
Brilliant event getting hands on with the watchmakers. Lovely atmosphere and great venue. Awesome value for money, it’s a must if you are a watch lover.
A great chance to actually see, touch and feel the watches you’re lusting over online!
I only came to look, said nobody.
That last one might be my favourite.
Dave Jones, also known as MicrobrandWatch, left a comment that really hit home:
This was the event in 2025 that finally persuaded me to become a watch reviewer on YouTube. Coming back in 2026 to see old friends, meet new ones and experience the huge growth in exciting Microbrand and emerging watch companies is amazing. And the fact that the event is so well organised, so friendly and incredibly accessible is a bonus on top. Looking forward to 2027 already!
Another visitor said:
My first WatchIt! was a positive experience. Everyone was friendly and helpful. I learned a lot about watch care and repair from the exhibitors that will help me care for my existing watches. I’ve since placed an order for maintenance tools as a result.
And this one sums up the whole point of the event beautifully:
It’s great to see and handle the watches in the flesh, as it were. You can’t get that experience online however good a website is, especially the weight of the piece. I did make a purchase on the strength of being able to see and handle the watch and to engage with the exhibitor.
That is WatchIt! in a nutshell.
An honest reflection
I’m genuinely thrilled with how the 2026 event went.
The room looked great. The brand lineup was the strongest we’ve ever had. The atmosphere was exactly what I hoped for. The venue worked well. The app had a successful first outing. The watchmaking experience added something extra. The giveaways were fantastic. And everyone I spoke to seemed to have a really enjoyable day.
But I also want to be honest.
I am not a professional event organiser. I do this because I love watches, I love this community, and I think events like this should exist outside of London. In many ways, I am still bumbling through and learning as I go.
Every year I make mistakes. Every year I spot things that could be smoother. Every year I finish the day absolutely shattered, then immediately start thinking about what could be better next time.
The biggest thing for me now is increasing visitor numbers. The event was well attended, and the room had a great buzz, but for the brands to get the very best value from exhibiting, I want to bring even more people through the doors. More visitors means more conversations, more sales, more exposure, and ultimately a stronger event for everyone.
So that will be a major focus for the next edition. More exposure, more partnerships, more outreach, more awareness, and hopefully even more people discovering just how much fun a proper hands-on watch event can be.
Thank you
A huge thank you to every single brand who exhibited. Some travelled a long way, some took a punt on WatchIt! for the first time, and some have supported the event over multiple years. I’m incredibly grateful.
Thank you to everyone who bought a ticket, travelled to Solihull, scanned QR codes, entered giveaways, tried on watches, spoke to brands, brought friends, brought family, bought watches, took photos, shared posts, and generally helped make the day feel special.
Thank you also to everyone who filled in the feedback forms afterwards. The kind words have been genuinely humbling, and the suggestions are really useful.
WatchIt! has never been about being the biggest, flashiest or most polished watch event in the world. It’s about watches, makers, collectors and passion. It’s about creating a room where someone can speak directly to the person who designed the watch they’re holding. Where a first-time visitor can feel just as welcome as a seasoned collector. Where microbrands and independents can meet the people who actually buy, wear and obsess over their watches.
That is what I love about it. And that is what I want to keep building.
If you came along, exhibited, used the app, joined the watchmaking experience, won a prize, bought something, nearly bought something, or simply had a nice day out, thank you. And if you have any feedback or suggestions for how WatchIt! can be even better next time, please drop a comment below.
