taly is far more than just la dolce vita, stunning landscapes and great food; it’s also a cornerstone of the watchmaking world. From being a key market and the premier tastemaker for new timepieces in the 20th century, to being the birthplace of many watchmakers, CEOs and industry leaders, Italy has developed its own unique watch culture. Although the vast difference in purchasing power between European and Asian markets temporarily pushed us out of the spotlight, we’re finally back on the map.

Several factors have contributed to this resurgence. There’s been a recent shift in enthusiasts’ tastes towards more classic and emotive watchmaking, coupled with growing numbers of Italian collectors. We’ve also seen an increase in both the quality and quantity of initiatives, content creators and watch fairs across the country.

Journalist Paolo De Vecchi’s well-loved “Letter from Italy” in Europa Star. ©Archives Europa Star

It’s this last point – the proliferation of watch events – that we’ll focus on today. The two best shows of this year perfectly encapsulate the Italian trend. Beyond the collectors of big brands like Rolex, Patek Philippe and Audemars Piguet (who are often not interested in other brands), the average Italian enthusiast today is drawn to vintage watches for their exceptional value and history, and to independent watch brands for their creativity and design. This is where Italy truly shines.

Italy is the cradle of vintage watch culture, and the Time On Show in Bologna has set a very high bar for future vintage-focused events. The organisers put together the finest gathering for vintage watch enthusiasts ever seen, creating a bespoke event that mirrored the aesthetics and management of a “big brand” watch fair while staying true to the soul of a vintage watch fair.

Meanwhile, Milano Watch Week, which focused on high-end independent brands, demonstrated that watch fairs needn’t be confined to Geneva. It proved they can be fun, inclusive and open to the public, maintaining a human touch while still offering a luxurious experience that resonates with people.

Andrea Casalegno, Founder, IamCasa

Both initiatives have set a new standard for engaging with audiences, organising events that are relevant and tailored for watch enthusiasts while remaining enjoyable for everyone. They’ve created a new calendar, economy and sense of empowerment that the industry sorely needs. With Italy back on the horological map and “Letters from Italy” back on your coffee table, you need only wait for the next instalment to discover more!