INDUSTRY MATTERS: WatchTime New York on a decade of dominance

This year, WatchTime New York celebrated its 10th anniversary by laying on its biggest show ever at the iconic Gotham Hall in Manhattan. No-one would have thought this possible 10 years ago, except for the two women who have been the driving force behind the event from day one. From earning respect the hard way, to getting their hands dirty, to eventually making it as the premier luxury watch event in the United States, Sara Orlando, WatchTime’s publisher, and Minda Larsen, event director, reflect on the highs and the lows of a decade in the hot seat with Watch Insider’s Daniel Malins.

Watch Insider: How do you both feel about celebrating the 10th anniversary of WatchTime New York this year having both been there from the beginning? 

Sara Orlando: I think the very obvious thing is that the show is bigger. We went from 19 brands to now we’re at 44 brands. But personally speaking, I think the biggest difference is the respect from the industry. When we started, we did not have that, really. I think what makes me most proud is how we evolved from the idea of starting a watch show in the United States and really having to beg brands to give it a chance, to now having conversations with brands that initially were not interested but have seen what’s been created. So there’s a level of respect I think that we did not have in the beginning. 

Minda Larsen: Yeah, I would say the same. I mean, I think the biggest thing is that 10 years ago no one was really taking the American audience as seriously as they ought to have. And it was an uphill battle for us to convince the Europeans and the Swiss that the Americans were worth investing in. And now, of course, the US is the most important market so they’ve changed their tune. But I think that we were really the first people to really introduce them face to face to the Americans.

The American audience is very different from Europe and Switzerland, in that we’re often considered not as mature because we don’t necessarily have a culture of watch collecting. But what we do have is an eagerness and an enthusiasm to learn and to discover watchmaking and watch collecting, which I think is unparalleled in the rest of the world. That’s what we’ve really been able to capitalize on with the event, and we’re finally seeing Americans being taken seriously.

Along with the show, the Americans’ maturity and sophistication about watch collecting has grown. So, in the beginning, nobody had heard of MB&F, and I remember somebody being like, “What is this robot watch?” But now, those types of brands are like celebrities at our event. 

WI: I think that that last point you make is really interesting. It’s very difficult to prove either way, but to what extent do you think you have, along with the likes of RedBar and WindUp, helped cause the groundswell in watch loving in the States, versus riding a wave that was naturally happening anyway?

ML: I think that all of the watch clubs, events, and media have played a huge role. I think marketing and PR is one thing, but we’re talking about a product that’s visual, that you try on. 

Furthermore, I think the watch community did not exist in its current format 10 years ago, and RedBar and WatchTime and WindUp and dozens of other collector groups have been huge in that. For me, one of the most exciting things about working in this industry is the community, because they’re so open and they’re so eager to meet each other and listen. 

SO: I think Instagram was the tipping point where a lot of these groups then had profiles or handles. So I think a lot of people meet online and then they meet in real life, because I’ve been at events where they’re like, “Oh, you’re so-and-so.” 

I have to give credit also to aBlogtoWatch too, because they also have strong digital communities and I think the more content that’s being turned out for the collectors just feeds the passion more. So I think that we’ve all been players in that, but I think with WatchTime New York, we are the biggest in-person outlet for the collectors to meet and engage with one another, and WindUp too.

WI: I guess you’re in that position as a publishing company where you can give the audience whatever they want, whether it’s online, in print, or face-to-face. Each individual element within the ecosystem must complement each other.

SO: I look at it all as pillars. Each pillar I think is important to one another and then some are picking up the slack of other ones. The print magazine is strong, but not what we were 15 years ago, in terms of volume of advertising. But then we have events that are helping out the digital, so I feel like they all sort of work in tandem to support WatchTme.

WI: In terms of sideways growth and adding to the event portfolio, whether that’s taking the concept on the road further afield, or whether it’s a brand new concept, is that something you give much thought to?

SO: We give a lot of thought to that. We don’t want to reveal too much, but there is obviously a lot of conversation about that for sure. I think it’s natural when you see something that’s succeeding in one market and then you look at where it could be successful in another market. 

WI: I know from experience that a show like yours hasn’t really worked in the UK since SalonQP was at its peak. That was a magnificent show, but even that died a death. Do you think these events aren’t working because the market conditions aren’t favorable? Or does it need a brand like WatchTime to show others how it’s done?

ML: I think that’s a complicated question. SalonQP was actually a direct influence on WatchTime New York and I have no qualms about saying that. I loved the format and I drew so much inspiration from that show and from that audience.

Baselworld is no longer in existence, and no-one in their wildest dreams would have imagined that. So in the event world, staying relevant and staying in close communication with your audience is paramount.

And look, London is across an ocean. We have enough struggles managing events with varied audiences like Los Angeles and New York or Miami and Chicago. These cities might as well be different countries. I mean, the way that we approach an event in Los Angeles is fundamentally different to the way we approach an event in New York.

For us to grow into different regions, it always requires an intimate knowledge of the audience. What does a collector want to see and do?  

WI: How much do you think about the wider experience of what has become known as New York Watch Week? I saw there was other stuff going on at brand level in the evenings, plus WindUp is around the corner. Are these events complementary, or do you see them as competition, taking eyeballs away from your show? 

ML: With WindUp, I think for nine years now we’ve planned the events at the same time together. That’s been a very conscious partnership because we decided it makes no sense to be competitors. That has really proven to be an outstanding decision. With the other events, it all adds to the guest experience, especially those coming from out of state. New York has become a destination and we want them to go do other things. 

From our point of view, I guess our ask would be that these other media and events communicate with us so that there can be cross promotion and we can work together. When things just sort of pop up and we have no idea it can be a bit frustrating because sometimes it conflicts with stuff that is already scheduled. Everyone else is welcome, we would just love to know about it!

SO: And to just have them acknowledge us. I feel like there’s not any acknowledgement of WatchTime or WindUp at all in terms of these other ancillary events. It’s like the brands that show at Beau Rivage and The Four Seasons in Geneva during Watches & Wonders. The FHH is flying over editors to go to Watches & Wonders, and then they’re also seeing these other events that haven’t contributed to those costs.

At the end of the day, it’s all promoting the watch culture in New York, but I think there are things that could be done better, so we’re working on that.

WI: We spoke about the potential of other events, but what about the main one in New York? One of the biggest strengths of WatchTime New York is the venue, Gotham Hall, but is there a point where this strength becomes a glass ceiling because it’s holding you back? 

ML: We’re always talking about revitalising or keeping the show fresh and relevant. I know that 10 years is a major anniversary and we definitely are discussing what the future of the show looks like. New York is really expensive and we have an amazing relationship with Gotham Hall and we love it there. So yeah, I don’t want to get too much into that because it’s a really difficult situation to navigate. But yes, we are definitely thinking about expanding, restructuring, staying, leaving. We have all the options and we’re constantly in discussions about what’s next for the show.

WI: I guess that’s due diligence on some level, isn’t it? It doesn’t always have to be grand visions, it’s often a case of what’s practical. 

SO: I mean, WindUp is on its third or fourth venue in the last 10 years. We’re still at the same one and people still go. So, it’s really what best serves us and the sponsors best.

WI: I guess WindUp serves a very different role, so it’s easier for them to justify expanding because it’s largely about volume. Whereas for you it’s about plush carpets, and champagne etc., so it’s  going to be about a different set of priorities.

ML: Yeah, in our case, more is not more. And the brands don’t feel like more is more. Better is more, which is a hard standard to live up to year after year. But sometimes you have to make big decisions. Events are risky no matter what, and you’ve got to have a lot of skin in the game. 

WI: 10 years is a long time and it’s a huge emotional investment as well as a huge chunk of your career. Do you ever do much reflecting on those 10 years from a personal perspective? I imagine there are quite a few ups and downs and plenty in between.

ML: Yes, we cry and celebrate a lot! We had a little team dinner after the event [WatchTime New York] on Sunday night and we both cried. I think it’s because Sara and I created this together, and that’s very emotional and rewarding, especially when we really did not have the support of the industry at the beginning.

I mean, one of the collectors told me that we’ve made his life better by having this event, because he comes every year with his friends. It’s like his annual boys weekend. Just to see the impact and the smiling faces, and to learn that brands are planning their calendars and their fiscal planning around WatchTime New York, is hugely rewarding.

SO: Yeah, and it’s like the years tend to be a blur. But recently I did go back through a bunch of old photos, and every year I was just kind of blown away by the transformation. From the first show, where we had a bar in the middle of the show floor and a step-and-repeat because we literally could not sell the final booths, to now, where we have a waiting list and we’ve got brands up on the mezzanine. It’s a lot for a small team and the fact that we’re all still talking to one another and love each other is the big feat. 

Also, we’ve weathered financial collapse, presidential situations, a pandemic, tariffs. There’s a lot that the world has thrown at us, but I feel like when I actually took the time to go back through all the photos, it shows all the work that we did.

WI: Just focusing on the Covid period, that must have felt quite existential at the time, as there was no guarantee that the event space would bounce back. Luckily, I think there’s strong evidence that it’s now stronger than ever before, but you didn’t know that at the time. How stressful was that period and how satisfying is it that you’ve bounced back in the years since?

SO: Well, we had to cancel not one, but two events. We had a WatchTime LA that was scheduled in the spring, and then we also had to postpone WatchTime New York. So yeah, it was quite scary. We didn’t know if we’d have jobs. But luckily we took WatchTime New York online, with WatchTime Live. That’s when everyone still liked Zoom! I remember meeting friends to have happy hours on Zoom and birthdays on Zoom or whatever. It seems so silly now, but we brought the show online and brands were willing to participate. 

ML: We definitely went into paralysed mode. It took a kick actually from Roger [Ruegger, WatchTime’s editor-in-chief] and he was like: “Okay, you need to do something.” So we executed WatchTime Live, which had like 1,000 online attendees. So we stayed visible and I’m so glad that we did. It was a tremendous effort.

And then, moving forward after that, the most fundamental part of events is action, and at some point you make a decision and you move forward, and we had to continue to take that risk When a lot of people weren’t [hosting in-person events], we took the risk and our small but mighty team did it [WatchTime New York 2021] and just did the best we could. We made sure everybody was vaccinated, we did all the things we had to do, and then we just hoped for the best.

I think where so many events fail is in the action, because you know you can have the best ideas in the world, but at the end of the day, you’ve got to be able to put your neck out there, roll up your sleeves, unload the trucks, hang the lights and make it happen. And year after year, that’s what we’ve always been willing to do.

WI: That’s what I meant when I suggested that your success post-Covid must feel extra satisfying, because this year must have been almost a record year, from what I saw.

ML: Oh, this year was our biggest by far. I mean, after 2022 we started to grow. 2022 was not as big as 2019, but then in 2023 and 2024 we were almost back to 2019 levels. But then this year was so much bigger.

WI: As discussed, 10 years is an amazing achievement, but how do you avoid the feeling of Groundhog Day kicking in? What motivates you to get out of bed every day to plan the next 10 years?

ML: Good question. The enthusiasm from the collectors in the community and seeing how impactful we can be. It’s very encouraging and inspiring to me that we can come up with an idea, however big or small, and we can execute it. It’s up to us to do it and that keeps me excited because the watch space is changing. There are new things that we can do, there are new brands to work with, there are collectors popping up in little pockets of the United States that you would never expect. So, coming up with new big ideas and how to continue to activate the market, that’s what gets me excited.

SO: I mean, I’ve been with WatchTime now for a very long time and sometimes, yes, it can be a little like Groundhog Day. But there are always new brands, there are new channels, there are new opportunities for us, and I think the collectors’ eagerness kind of drives us. I thank God that we have events throughout the year, because then it kind of brings you back to life. Like Minda said earlier about the guy who said that the show made his life. They’re coming up and taking pictures with us and it’s just very motivating because you’re seeing that the work that you’re doing day after day, year after year actually matters to people. You know, we’re not doing it for nothing. So I think that when you see that the work that we’re doing, which to us sometimes can be monotonous, is actually impacting the industry and the community, it helps with getting out of bed every day. We’re not saving the world, but we’re bringing people joy. When a guy gets an e-mail from Minda, inviting him to a private dinner, you know that that person has a huge smile on their face, you know? Back in the day, you got letters to the editors, and that would be the only feedback. But now, because of the events, we’re able to get that feedback from them in person, which I think is meaningful.

WI: What would you respectively say is the best thing about working with each other? I won’t dare ask what the worst thing is!

SO: Minda’s very tenacious, and you can’t stop her. And I think we need that because there are a lot of times when she keeps me motivated. And she is such a driven and hard worker. And I think that, when the chips are down, she’s the person you want on your team.

ML: I would say in any good partnership, you need two different personalities. And Sara has the steady, solid confidence that allows me to bounce crazy ideas off of. So I think that we balance each other out really well because you can’t just live with your head in the clouds. You also need an executor and boots on the ground and someone that you can rely on.

Sara and I came up in the time when you just got stuff done and we’re both extremely scrappy. We have no problem rolling up our sleeves and literally packing boxes or standing on ladders. There’s an element of ‘get the job done’ and we’ll just do it ourselves. That I think has really been the backbone of our success.

WI: I don’t mean this in an inflammatory way at all, but have you ever felt, or still feel, like you have to pedal twice as fast just to go at the same pace because you’re women in a male-dominated industry? 

ML: Yeah, I mean that’s just what it is. 

SO: Yes, especially with the Swiss and the French.

ML: I mean, we’re two American women. I don’t think we were ever thought of really as having a finger on the pulse of watch collecting and watchmaking. And now we have the respect, but it was hard earned and I feel like we had to achieve double the success to get it. Often, we still feel like assistants at our events, but we’re the ones in charge and we’re not just there to fetch your box or hang your light. And, while we are scrappy and we will help with those things, we hope to be thought of as a lot more than that.

This article first appeared in the December 2025 edition of Watch Insider.