Milano Watch Week’s hosting an “after party” – get ready for After Time in October!

Pietro Pilla

Last year, we welcomed the debut edition of Milano Watch Week (which I was lucky enough to be on the ground for), and this year, a new format is being launched by the same creators in the same city. The first watch fair in Milan was a success, with over 3,000 attendees from more than 30 countries. With Milano Watch Week planned to be a biannual event – with organisers gearing up to make 2026 an even bigger, grander event – there was still a desire to host an event in 2025, but one that’s a bit more relaxed and spontaneous.

This is what After Time, which will be held between October 3–5, 2025, plans to offer. While last year’s full-fat Milano Watch Week was dedicated to high-end independents, most brands you’ll find at After Time are going to be offering pieces under €10,000. The participating brands are Arsène Lippens, Atelier Wen, Beda’a, De Rijke & Co, Dennison, Doxa, Echo/Neutra, Frederique Constant, Furlan Marri, Louis Erard, M.A.D. Editions, Maghnam, Oris, Ralf Tech, Raymond Weil, Seiko, Serica, SpaceOne, Squale, Venezianico and Wyler Vetta – a mix of big names and up-and-coming indies.

This more accessible luxury will continue to blend with everything Milan has to offer, with the Italian fashion capital undoubtedly providing the charm of La Dolce Vita. The watches will be discovered in an environment rich in culture, fashion, and design, which is the perfect place to experience cult brands at their best. The best way to describe this new event is as an after-party to the more rigorous and dressed-up appointment of last year. Ties are getting looser, shirts are unbuttoning, and every connection is going to be more organic, sharing the same passion for the emerging (and established) brands that are shaping today’s entry level to the industry.

Following up with some technical information, After Time 2025 by Milano Watch Week will be happening from October 3 to October 5, 2025, at the Rotonda del Pellegrini, Via delle Ore 3, Milan and will be open to the public upon registration. There will also be invitation-only events and activities at Terrazza Martini, the splendid location of last year’s fair, and who knows what surprises this year will hold. If you’re in the area during the time of the fair, we’d really suggest visiting the event’s official website to reserve your tickets. We might just see you there!