15 Best New Under-The-Radar Watches from the WindUp and WatchTime Fairs

Not every luxury timepiece aficionado is able to make it to Switzerland for the industry’s big international showcases like Watches & Wonders. Fortunately, WatchTimemagazine, the leading industry publication in the US, has been offering a domestic alternative since 2015. WatchTime New York, held annually in the fall at Midtown Manhattan’s elegant Gotham Hall, was the largest ever in 2025, welcoming 2,700 guests over three days with 44 watch brands as exhibitors. “Year after year, the energy of the audience is refreshing and exciting to witness,” says Michel Nydegger, chief executive officer of haut-de-gamme watchmaker Greubel Forsey, who presented. “It’s the one-and-only event in the US where guests can experience some of the rarest timepieces you won’t see anywhere else.”

That access to rarity was more pronounced than ever this year. In addition to established maisons such as Nydegger’s Greubel Forsey and other big names like group-owned Breguet, Blancpain, Zenith and Piaget, this year’s event attracted many of the watchmaking world’s independent stars—perhaps the most international assortment assembled in one room in the US—and not only from the traditional hotbeds of Switzerland and Germany. For the “if you know, you know” collector crowd, the 2025 edition of WTNY offered a bucket-list roster that was truly global in scope. Here are 10 standouts from the show.