The unstoppable rise of Rolliefest

Established in 2019, Rolliefest is the hottest ticket in the world for passionate watch collectors. 

Dripping in exclusivity and secrecy, the two-day bi-annual event in New York sees just a couple of hundred like-minded individuals gather for what has been described as the ‘Met Gala of the watch world.’

The brainchild and founder of the event, Geoff Hess, is also head of global watches at Sotheby’s, a company that continues to be the key sponsor and partner of Rolliefest. Below are some snippets from the in-depth interview that Watch Insider conducted with Hess, which will be published later this month.

Hess says that, despite being a born and bred New Yorker, he doesn’t feel like he can’t take Rolliefest on the road at some point.”There’s no reason why it couldn’t be hosted somewhere outside of New York and I would love to entertain that notion. I don’t have plans to do that yet, but I sure as heck would love it.”

He explains why the concept of collectors coming together in a safe space to share anecdotes and watches was such a good idea to him in the first place. “For me, it’s like listening to music. I can listen to music in the comfort of my home. I can put a pair of headphones on, sit on my couch, and have a great experience. But if I go to a concert and there’s live music and hundreds of like-minded individuals listening to the music, nothing can replace that energy.”

With the event being so oversubscribed due to its exclusive nature (although Hess was quick to point out that he still hasn’t made a profit on the event yet), is there pressure to take it from a bi-annual event to an annual one?

“There is such a groundswell of support for people just wanting to go and enjoy this event that I wouldn’t be shocked if we do it again next year,” he said. “Watch collectors love to be together, so let’s see what happens.”

Now in his 50s, Hess says he’s got no plans to slow down any time soon, not least because he enjoys hosting the event so much. “It’s pure love and I have every intention of continuing. I’m really touched by the reception. I don’t make money, but wow, it’s such a joy to see so many friends get on aeroplanes from all over the world to get here to be at an event where they can share this great passion.”

The full interview with Geoff Hess will be published in the January 2026 edition of Watch Insider.