n the heart of the Rocky Mountains, Aspen is renowned worldwide for its unparalleled blend of natural beauty, luxury, and cultural vibrancy. Travellers love to hit the world-class skiing and snowboarding slopes in winter, often staying for the summer to enjoy more outdoor adventures and a thriving cultural scene. “They call it the secret season, because it’s so fantastic,” says Elizabeth Smith, Managing Director of Oliver Smith Jeweller and founder of the upcoming inaugural Watch Week Aspen.

This unique fusion of outdoor recreation and high-end culture makes Aspen a genuinely exceptional destination, capturing the hearts of adventurers, artists, and jetsetters alike. According to recent research, the resort destination is trendy among Millennials (54%), who stay at least four nights on average. Gen X (20%), Boomers (17%), and Gen Z (9%) complete the visitor profile demographic from a survey conducted by Future Partners from May 2022 to May 2023.

The inspiration for Watch Week Aspen was sparked by a genuine love for Aspen. Recognising the presence of great watch brands and retailers already established here, the concept emerged from a desire to foster collaboration and community spirit synonymous with Aspen’s ethos. Set against the magical backdrop of Aspen’s summer, Watch Week Aspen offers a unique combination of exclusive watch events, outdoor pursuits, and a dynamic nightlife scene. Whether you’re a seasoned collector or simply wanting to learn more, Watch Week Aspen promises to be a fun and memorable experience for all.

Watch Week Aspen opens with a welcome cocktail reception presented by Parmigiani Fleurier on Thursday, 8 August 2024. After that, watch enthusiasts can plan their programs, signing up to confirm participation in various events, from paddle boarding with Bremont to taking a guided e-bike ride to the iconic Maroon Bells with Oliver Smith Jeweller. The family jeweller, long established in the area, will also host a preowned watch market panel, and Panerai will present a showcase of upcoming new model releases. The program will be updated as events are confirmed, emphasising knowledge sharing, exclusive previews, and experiencing the outdoors of Aspen.

Participating brands and retailers to date include A. Lange & Söhne, Bremont, IWC, Meridian Jewelers, Parmigiani Fleurier, Panerai and Oliver Smith Jeweller with many more expected to participate as the program develops.

Eliza Voss, VP of Destination Marketing, Aspen Chamber of Commerce: “Aspen is filled with innovators and we love that our business community collaborated to create Watch Week, which has an emphasis on camaraderie and fostering connections. We look forward to this event in August.”

Watch Week Aspen offers a unique blend of luxury watch brands and retailers congregating in a setting unlike any other. The concentration of prestigious names within walking distance amidst exceptional shopping and dining opportunities sets this event apart. Even for those accompanying watch enthusiasts who may not share the same passion, Aspen provides many activities against a breathtaking mountainous backdrop, making it an unparalleled destination for such an event.

The sense of community fostered here is remarkable; it’s a rare gem where historic Colorado architecture meets high-end accessibility, all within a remarkably safe environment. Attendees can mingle with friends, meet the faces behind the brands, and network in a relaxed and informal atmosphere, making for an unforgettable experience unique to Watch Week Aspen.

Aspen offers an array of outdoor experiences against a backdrop of stunning landscapes. The wildflower season in August is something to behold! Yet, beyond its pristine slopes lies a thriving cultural scene, with renowned festivals, art galleries, and culinary delights that draw in visitors year-round. BOSQ Aspen and Chef Barclay Dodge were recently awarded their first Michelin star – the first and only restaurant in Aspen to hold this prestigious title and offer a menu created with ingredients sourced from around the valley.

“For us, as co-founders of Watch Week Aspen, we hope the event will encapsulate our family’s passion for the outdoors, which inspired Oliver Smith’s design of the Cairn Collection. It’s the watches, it’s Aspen and the love of the Smith family for this very special place on earth – bringing it all together and making it a destination in August for people to come and discover together,” says Elizabeth Smith.

Store opening times are from around 10am to 7pm.

Register for the events program and sign up for updates via watchweekaspen.com as space may be limited for some events.

Events program to date: • Thursday, 8 August: Welcome cocktail reception presented by Parmigiani Fleurier • Paddleboarding excursion with Bremont • Guided e-bike ride to the iconic Maroon Bells with Oliver Smith Jeweler • Pre-owned watch market panel discussion with Oliver Smith Jeweler • Panerai showcase of upcoming new model releases • Saturday, 10 August: Aspen Vodka Party with Oliver Smith Jeweller

“Watch Week Aspen 2024 is an exciting retail and community event that welcomes residents and visitors, highlights our local shops and world class brands, and adds to an amazing summer in Aspen," concludes Torre, Mayor, City of Aspen.