WatchPro 2024

A recent visit to the WatchPro Salon left me with some reflections. Chris Hall’s article, “Why can’t London host a world-class watch event” on *The Fourth Wheel*, really motivated me to share my thoughts. WatchPro 2024 numbers seemed lower than others I have attended, and although the event has been running for several years, have numbers been dwindling?

The venue was the Londoner Hotel, a 5-star location right in Leicester Square—an ideal, easily accessible spot in the heart of London. The event was held two floors underground, and although the space was luxurious, the lack of natural light was far from ideal for viewing or photographing watches.

With ample security at WatchPro 2024, the atmosphere felt very safe, which was reassuring. There was also a free bar, with beer, spirits, and champagne available throughout the day—a nice touch for attendees, though it did feel somewhat unnecessary.

This was my third year attending the event, and it has grown, now hosting around 50 brands. Ticket options ranged from £20 for a day pass to £100 for a VIP Preview & Cocktail Reception, catering to a wide audience.

Unfortunately, I couldn’t make it to the press preview on Friday due to work commitments, but I spent all of Saturday there, meeting with brands and attending talks. Once again, though, I noticed the talks were not particularly well-attended.

I’ve attended events like these before and know the high costs brands face just to participate. Most had no more than 2 meters of space, and after talking to a few exhibitors, I wasn’t surprised by what they’d paid for the opportunity. Events like this are undoubtedly costly, and while big brands can absorb these expenses, no major players were present. The focus was entirely on independents, which was the point of the show, but I’d expected at least a few big names. Was it a scheduling conflict, or was there another reason they didn’t attend? Their absence certainly made a statement.

Overall, Saturday’s turnout seemed low. So, why don’t we see more collectors and customers at these events? Is it the entrance fee, or the location, or is there something unique about the UK that keeps attendance lower compared to other countries? In other parts of the world, events like this attract large crowds over several days, but here, the turnout was surprisingly modest, and I felt for the brands involved.

I’m not sure how many tickets were sold for each day, but according to the brands I spoke with, Friday was busier, mainly with the press and influencers. By 4 p.m., though, it was notably quiet. So, if we remove press and influencers from the picture, it raises the question—who was this event really for?

Brands need exposure, and press and influencers are crucial for that. But without the presence of collectors and enthusiasts, these brands miss out on potential business. Perhaps a model that not only attracts more attendees but also allows brands the option to sell could create a more rewarding experience for everyone involved.

Let’s consider a small brand—no names here—but imagine the costs: stand rental, hotels, flights, staff, meals, and other expenses. For a two-day event, that easily adds up to around £10,000. For a one-person operation, which many of these brands are, that’s a significant chunk of their annual budget.

This isn’t meant as a criticism of WatchPro 2024; the event was impressively high-end, as you’d expect in a 5-star venue. But I can’t help but question the Return on Investment (ROI) for these smaller brands. Very few, if any, were making sales directly, so I wonder if they walked away feeling the exposure justified the expense.

Don’t get me wrong—WatchPro is a positive force in the industry, and more events are certainly welcome. But perhaps we don’t need a 5-star venue, an open bar, and ticket fees to make it work. Would a more modest, less central location, with fewer extras, free entry, and the option to sell on the day be worth considering?

I hope I’m not being overly idealistic, and I certainly don’t mean any disrespect to the organisers. But maybe creating a more accessible setup that lets brands showcase and sell their work without the high overheads could be even more beneficial.

Looking back at British Watchmakers Day last March, it was held in a smaller venue, yet around 40 brands participated, and the demand was evident, with ticket holders queuing down the street and around the corner. They charged just a nominal fee to gauge interest, which makes me think a larger venue could open things up.

I love attending these events and truly hope they continue, though I do have some concerns for the smaller brands with tighter budgets. It sometimes feels as though they’re footing the bill for the free drinks and 5-star experience without seeing much return on their investment.

I’ll definitely be back next year to enjoy the day, just as I did this time, but I wonder if there’s a better approach—something that could make a real difference. WatchPro is doing fantastic work, and I genuinely want to see them succeed. I don’t have a clear answer, but it feels like there might be a different way forward. Either way, I’ll be there again next year.

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