Reflections on the Windup Watch Fair: A Great Experience for Watch & EDC Enthusiasts

Hey everyone, Lawrence here from Vault Case! I wanted to take a moment to reflect on the amazing time we had at the Worn and Wound Windup Watch Fair (2024, NYC). It was an exciting and eye-opening experience, and I’m really grateful to have been part of it.

About the Windup Watch Fair

The Windup Watch Fair is run by the team over at Worn & Wound, and this year, they introduced a new addition to the event – the EDC Expo, organized by Carryology. It was an awesome blend of watches and everyday carry (EDC) gear, bringing together a diverse group of brands and enthusiasts. If you’re in San Francisco, New York City, or Chicago, I highly recommend checking it out next year – it’s a great event to see firsthand.

MeisterSinger on Display

A Great Audience!

One of the standout aspects of the show was the audience. The crowd was incredibly knowledgeable, enthusiastic, and had a strong sense of style. What really stood out was their curiosity about storytelling and design. As an exhibitor, I was asked questions I’ve never heard before at other shows – primarily about the designers behind the products. People were genuinely interested not just in what the product was, but who created it and what inspired them.

Maurice de Mariac new release 'Warm and Wonderful' on left.

It was refreshing to see this level of engagement. Rather than just asking about the price, the first question from attendees was often: “Who is the designer?” or “What’s the story behind this piece?” It was clear that they were eager to understand the craftsmanship and philosophy behind the products.  The attendees at the show wanted to know as much about who they were buying from as what they were purchasing.

Diverse Influences and Creative Entrepreneurs

As I walked around the event on Sunday, I was struck by the diversity of influences that shaped the brands and products on display. From race car driving to astrology to Made in America pride, each exhibitor had a unique story to tell, and they expressed it through their watches or EDC gear. It was incredible to see such a wide range of creativity and entrepreneurship in one place, with many exhibitors showing off their products for the very first time.

What was even more inspiring was seeing so many small, independent brands that were doing really well, despite being new to the show. Many first time sponsors said the show did well for them and that they would want to do it again.  They came from all parts of the world as well from New Zealand, Netherlands, many parts of Asia, etc. Everyone seemed to have a strong passion for what they were doing, and that energy was contagious.

A Packed Show & Great Exposure

The show was packed from start to finish – it was shoulder-to-shoulder throughout the watch areas and the rest of the event. While this might sound overwhelming, it’s actually a positive for sponsors and exhibitors because it means lots of exposure to your brand. The lively, bustling atmosphere kept things exciting and helped create an engaging environment for everyone.

American Brands represent!  Colorado Watch Company and Shinola!

What Vault Case Would Do Differently Next Time

As a brand, I think there are a few things we can improve upon for next year. While we’re still primarily known for our EDC cases, but we also have products that serve other sectors and communities such as knives from brands like REVO. This year, we had our cases on display along with some watches and knives, but I think we could have shown off even more of our EDC gear to better represent the full range of products we offer.

The attendees at the fair were incredibly open-minded and curious, so displaying and offering one-off items and more custom gear would be welcome. The audience is clearly interested in discovering new, unique products that tell a story, and I think that aligns perfectly with what we do at Vault Case.

A New Appreciation for Watches

I’ve always been a watch enthusiast myself, with a fondness for G-Shocks and Seiko, but after spending time at the show, I realized just how much I have yet to explore. The microbrand scene is thriving, and I came across several brands that were completely new to me, some established and some up-and-coming. Every booth I visited seemed to have something unique to offer, and I found myself wanting to explore even more.

Watch brands pulled inspiration from auto racing, astrology, technology, etc.  To see ideas and inspiration come to life through horology was amazing to witness!

It was an eye-opening experience that deepened my appreciation for the watch community and made me excited to learn more about these smaller, often overlooked brands.

Why You Should Attend

If you’re ever in San Francisco, Chicago, or New York, and the Windup Watch Fair is happening, I can’t recommend it enough. The crowd is amazing, the products are top-notch, and the overall vibe is electric. It’s an experience that every watch and EDC enthusiast should have at least once.

I can’t wait to return next year and hopefully showcase some new custom gear, one-offs, and more of our EDC items. I’m grateful for everyone who came by to chat and check out our booth – your support means the world to us.

Thanks again, and I look forward to seeing you all next time!