Perspectives

New York Watch Week, Perspectives

Has New York Watch Week Outgrown a Week?

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Has New York Watch Week Outgrown a Week?

NEW YORK WATCH WEEK 2026 · A PERSONAL PERSPECTIVE

Has New York Watch Week
Outgrown a Week?

The energy is wonderful. The calendar is overwhelming. Somewhere between the two, New York has become a watchmaking destination in its own right.

We arrived in New York on Wednesday. By the time WatchTime and Windup opened on Friday, it already felt as though watch week had been underway for days.

The invitations, the gatherings, the launches, the conversations about who was showing where. Before the weekend had even begun, there was already more happening than one person could reasonably cover.

And my first reaction was how wonderful that is.

New York Watch Week 2026 feels like a moment in which the city has fully grown into its role. There are so many brands here, across such different approaches to watchmaking, all making the effort to meet collectors and press in person. The enthusiasm is tangible.

My second reaction was that we might need a month.

A CITY COMES TOGETHER

There is room for many kinds of watchmaking.

One of the things I find most encouraging is the range.

Established luxury names, independent watchmakers, emerging brands and more accessible collections are all part of the conversation. WatchTime, Windup Watch Fair, INDIES.NYC and The HYPE each bring their own atmosphere, audiences and ways of presenting watches.

Collectors can move between different price points, design languages and levels of mechanical complexity within the same trip. Someone might arrive with one particular interest and leave curious about something entirely unexpected.

That openness is healthy. It gives the industry space to welcome different kinds of enthusiasm, including people whose first serious watch purchase may still be ahead of them.

There is something very positive about seeing so many different expressions of watchmaking find an audience in the same city.

THE EFFORT BEHIND THE ENCOUNTER

Showing up matters.

For an industry that spends so much time discussing its challenges, seeing this level of commitment is encouraging.

Traveling to New York, bringing a team, creating a presentation and making time for collectors is a considerable effort. Smaller independent brands feel that investment particularly closely.

Yet here they are, putting watches into people’s hands and answering questions directly.

I see the value of that every day in our work at Sparkling PR. A collector can spend months following a brand online and still discover something entirely different when trying on the watch. A conversation with a founder can give meaning to a detail that a photograph barely registers.

For independent brands, which are at the heart of our work, these opportunities are especially valuable. Many sell primarily online. Being here gives collectors, journalists and potential customers the chance to discover the watch in person and meet the people behind it.

In a crowded market, that can do a great deal for a brand’s visibility and credibility. A name someone has seen on a screen becomes a watch they have tried, a founder they have spoken to and, hopefully, a story they remember.

A busy room is encouraging. The exchange that happens within it is what interests me most.

THE OTHER SIDE OF THE ENERGY

There is only so much of an evening.

Which brings me to the part I find more complicated.

Alongside the fairs are the gatherings around RedBar, Time andTide and Cellini, as well as individual brand events from names such as Ulysse Nardin. And that is already an incomplete picture.

Each invitation makes sense on its own. Put them together, and the calendar becomes a series of choices about who you will have time to see, who you will have to miss and how quickly you need to leave one conversation to reach the next.

As someone working between brands, journalists and collectors, I feel that tension quite strongly. You want to support the people who have made the effort to come. You want to discover the watch properly. You also know there is another appointment waiting across town.

The enthusiasm is real. So is the feeling of being pulled in several directions.

There is a little irony in celebrating objects that ask us to appreciate time while having so little of it to spare.

A QUESTION OF PACE

Perhaps we need New York Watch Month.

I keep coming back to that thought, partly as a joke and partly because it captures something real.

What I would love is a little more breathing room. Enough time to stay when a conversation becomes interesting. Enough time to visit a smaller brand without having to sacrifice an appointment elsewhere. Enough time to leave a fair feeling that I have actually seen it.

Bringing everyone together within a few days has obvious advantages. It makes the trip worthwhile and creates the energy we are all enjoying. Stretching everything over a month would bring its own practical problems.

Still, as the week grows, I think its pace deserves attention too. A little more time could help protect the very thing brands are coming here to create: meaningful time with people.

From a communications perspective, I would always value a conversation someone remembers over another appearance squeezed into an already crowded evening.

A GOOD PROBLEM, WORTH CONSIDERING

I am excited to see where this goes.

What I feel most, being here, is excitement.

New York has become a place where a remarkable cross-section of the watch world wants to gather. There is ambition, curiosity and a willingness to bring watchmaking closer to the people who care about it.

I want that energy to keep growing. I would also love us to give it enough space for the encounters to be as rewarding as the calendar is impressive.

Perhaps the ultimate luxury at a watch event is time itself. Time to try something unexpected, ask one more question or let a conversation wander a little. Those are often the moments that turn a brief introduction into a lasting connection.

For now, I will keep moving between appointments, enjoying the conversations and wishing I could stay a little longer.

And quietly campaigning for New York Watch Month.

MARINA COELHO
FOUNDER & CEO, SPARKLING PR

PARALLÈLE IN NEW YORK

New York Watch Week 2026

Follow PARALLÈLE for field notes, closer looks at the watches and conversations from the week.

PREVIOUSLY
OPENING EDITORIAL

First Impressions

Our first day with both of our clients.

ALSO IN THIS SERIES
FIRST IMPRESSIONS

New York, Here We Come

Where we are, and why this week matters.

NEXT UP
IN FOCUS

The Windup Watch Fair

Close-up at Col&McArthur’s new collections.

Perspectives

The Stories Behind Luxury – When Storytelling takes centerstage

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The Stories Behind Luxury – When Storytelling takes centerstage

Luxury has never been solely about products. While exclusivity remain essential, what increasingly distinguishes successful luxury brands is their ability to tell compelling stories.

In a landscape where consumers are exposed to countless marketing messages every day, storytelling has become one of the most powerful tools for creating emotional connections and long-term brand relevance.

Today’s consumers, particularly younger generations, are looking for more than aesthetics or status. They want to understand a brand’s values, heritage, inspiration, and purpose. As a result, luxury campaigns are increasingly moving beyond product-focused communication and embracing narratives that create meaning. Whether through founder stories, cultural heritage, or exceptional craftsmanship, luxury brands are increasingly using storytelling to create emotional connections.

Independent watchmaker Minase, for example. The brand communicates the philosophy of Japanese craftsmanship and the human expertise behind every timepiece. Demonstrating that consumers are often drawn as much to the story behind a product as to the product itself.

LUXURY STORYTELLING TAKES MANY FORMS

Luxury storytelling takes many forms. While brands such as Minase build their narrative around human expertise, others focus on emotion, heritage, and imagination.

Van Cleef & Arpels, for example, has long created collections inspired by poetry, nature, ballet, and fairy tales, transforming jewellery into stories that evoke emotion and wonder. As the Maison explains: “Since its founding in 1906, Van Cleef & Arpels has often turned to nature as an inexhaustible source of inspiration. Enthralled by the constant metamorphoses of flora and fauna, the Maison creates pieces that echo the blooming of flowers and the lushness of gardens.”

Similarly, A. Lange & Söhne‘s communication is deeply rooted in heritage and the revival of German watchmaking following reunification. The brand’s story is closely linked to its origins in Glashütte and the relaunch of the manufacture in 1990 by Walter Lange, the great-grandson of founder Ferdinand Adolph Lange. As the company states: “Our values and aspirations are closely linked to the history of Saxon fine watchmaking.”

In each of these examples, the product is only part of the story. What truly resonates with audiences is the narrative that surrounds it. The history, the culture, and the values that give meaning to the object itself.

TURNING STORIES INTO CONNECTIONS

At a time when consumers are looking for authenticity, meaning, and emotional connection, storytelling has become one of the most valuable assets a luxury brand can possess. Products may attract attention, but it is the stories behind them that create engagement, build trust, and foster long-term loyalty.

Whether rooted in culture or personal vision. The most successful luxury brands understand that every creation carries a narrative worth sharing. The challenge is not simply having a story, but knowing how to communicate it to the right audience, through the right channels, at the right moment.

At Sparkling PR, we work with brands that have meaningful stories to tell. From independent watchmakers and luxury maisons, we believe that strategic communication is about transforming those stories into conversations that resonate with audiences, media, and industry stakeholders alike.

Because in today’s luxury landscape, storytelling is no longer an addition to communication, it is communication itself.

What story is your brand telling?

Follow Sparkling PR on Instagram for more insights on luxury, culture, and communication. If your brand has a story worth telling, get in touch with our team to discover how strategic public relations can help bring that story to the right audience.

Perspectives

The Summer State of Mind, from season to PR moment

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The Summer State of Mind, from season to PR moment

Summer has always been an important season for luxury brands.

From fashion collections and travel destinations to hospitality experiences and cultural events. The warmer months offer unique opportunities for brands to connect with audiences in a more emotional and inspirational way.

However, seasonality in luxury communication is about much more than adapting visuals or launching summer-themed campaigns. It is about understanding how consumer mindsets shift throughout the year and aligning brand narratives with those moments. During summer, audiences are naturally drawn to themes such as travel, leisure, discovery, and experience: creating a powerful environment for storytelling.

SUMMER IS A STRATEGIC PR MOMENT

For communication agencies and luxury brands alike, summer offers a unique window for visibility. Major cultural events, travel peaks, and destination-driven experiences create natural opportunities for brands to engage with audiences in relevant and memorable ways.

Luxury brands have long understood the power of seasonality.

Jacquemus, for example, has built much of its visual identity around the Mediterranean lifestyle, transforming summer campaigns into highly shareable cultural moments that extend far beyond fashion itself.

At the same time, Dior’s Cruise collections demonstrate how brands can use destination-driven storytelling to create global visibility. The House’s Cruise 2026 show in Rome transformed a fashion presentation into a celebration of culture, generating international media attention far beyond the runway.

Beyond fashion, watchmaking brands such as Omega and Rolex also leverage the season through sailing events and destination-led experiences that naturally align with their brand identities.

These examples demonstrate that successful summer communication is rarely about the season itself. Instead, it is about using the season as a platform to reinforce a brand’s identity, generate meaningful media exposure, and create stories that audiences genuinely want to engage with. As Summer 2026 unfolds, one thing remains clear: the brands that stand out are not necessarily those with the biggest campaigns, but those with the most compelling stories.

Seasonality may capture attention, but authenticity is what creates lasting relevance.

Follow Sparkling PR on Instagram for more insights on luxury, fashion, culture, and communication, or get in touch to discover how strategic storytelling can help your brand connect with audiences all year round.

Perspectives

The New Luxury Conversation, redefining a new generation’s language

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The New Luxury Conversation, redefining a new generation’s language

What the rise of Gen Z means for luxury communication and why the strongest brands are evolving without losing their identity.

Growing up in a digital-first world, younger consumers discover brands through social media, creators, online communities, and cultural conversations rather than through traditional advertising alone. As this generation gains influence and purchasing power, luxury brands are adapting their communication strategies to meet new expectations around authenticity, transparency, and engagement.

However, while the channels may be changing, the foundations of successful brand communication remain remarkably familiar. Consumers still seek trust, credibility, aspiration, and emotional connection: values that have long defined luxury communication.

The difference lies not in what brands communicate, but in how and where those stories are being told.

Unlike previous generations, Gen Z often discovers luxury brands through short-form content, creator recommendations, online communities. And culturally relevant moments rather than traditional advertising campaigns. Platforms such as TikTok, Instagram, YouTube, and Reddit have become important spaces for brand discovery, product research, and consumer conversations.

While these new touchpoints are reshaping how brands engage with audiences, they do not replace the core principles of successful communication. Heritage, credibility, storytelling, and meaningful relationships remain just as important today as they have always been. They are simply being communicated through new channels.

ADAPTING WITHOUT LOSING IDENTITY

One of the biggest challenges facing luxury brands today is balancing innovation with consistency. While it is essential to understand emerging audiences and new communication platforms adapting does not mean abandoning the principles that have built brand equity over decades.

For years, luxury communication relied heavily on print media, carefully curated events, celebrity ambassadors, and long-established relationships with journalists and industry leaders. Today, these traditional channels increasingly coexist with digital storytelling, creator partnerships, social media platforms, and community-driven conversations.

The most successful brands are not necessarily those chasing every new trend. But those capable of translating their heritage and identity into formats that resonate with modern audiences. Whether through a magazine feature, a cultural collaboration, an influencer campaign, or an exclusive event, the objective remains the same. Building meaningful and lasting relationships with consumers.

COMMUNICATION IS EVOLVING, NOT BEING REPLACED

At Sparkling PR, we believe the strongest brands are those that evolve without losing sight of what makes them distinctive. Luxury communication is not being replaced: it is continuously evolving. Traditional media, strategic public relations, and long-term brand building continue to play a vital role in shaping reputation and credibility. At the same time, digital platforms, new audiences, and changing consumer behaviors present valuable opportunities for brands willing to evolve.

The future of luxury communication is not about choosing between tradition and innovation. It is about understanding how both can work together to create relevance, trust, and long-term value. The brands that succeed will be those capable of embracing change while remaining true to the qualities that made them desirable in the first place.

But how far should luxury brands adapt? Can they embrace the expectations of a new generation without losing the exclusivity that have long been at the heart of luxury?

Join the conversation by following Sparkling PR on Instagram. Get in touch to discover how strategic communication can help your brand connect with today’s audiences while staying true to its identity.


Perspectives

Art Is Becoming Luxury’s Language?

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Art Is Becoming Luxury’s Language?

Luxury is no longer just about product.

Luxury brands are increasingly moving beyond fashion itself and positioning themselves within the cultural world. Over the past few years, houses such as Louis Vuitton, Dior, and Gucci have expanded their presence through museum partnerships, artist collaborations, exhibitions, and cultural foundations: reinforcing a shift that is becoming impossible to ignore in 2026.

The Fondation Louis Vuitton in Paris continues to host major contemporary art exhibitions, while Dior has strengthened its ties to the art world through immersive exhibitions and collaborations with female artists under Maria Grazia Chiuri’s creative direction.

More than marketing activations, these initiatives reflect a growing desire for cultural legitimacy and long-term relevance within the luxury industry.

Christian Dior: A “garden” of flowers by Ayumi Shibata
Shohei Shigematsu designed the Tokyo edition of the Dior retrospective
V&A Exhibition Christian Dior: Designer of Dreams image of the “toile room” © Adrian Dirand

FASHION IS COMPETING FOR CULTURAL RELEVANCE

Nowadays, visibility alone is no longer enough for luxury brands.

Social media has accelerated trend cycles and made fashion increasingly disposable, pushing brands to search for deeper forms of connection and differentiation. Art offers exactly that.

By entering museums, collaborating with artists, and investing in cultural storytelling, luxury houses are creating narratives that go beyond seasonal collections or products. Louis Vuitton, for example, continues to strengthen its relationship with the art world through collaborations with artists such as Yayoi Kusama, whose immersive visual universe became central to the brand’s global communication strategy.

Gucci has also reinforced its cultural positioning through projects such as Gucci Cosmos: an immersive exhibition exploring the house’s heritage through art, fashion, and contemporary design, alongside ongoing collaborations with artists and creatives aimed at younger luxury audiences.

The objective is no longer simply to sell fashion, but to position brands as part of a wider cultural conversation.

IS THIS THE FUTURE OF LUXURY COMMUNICATION?

The relationship between fashion and art is not entirely new, but it has become significantly more strategic.

Luxury brands are increasingly acting like cultural institutions: curating experiences, supporting artistic expression, and shaping contemporary culture through storytelling.

As luxury brands continue expanding beyond fashion and into the cultural world, the line between brand and institution becomes increasingly blurred. In today’s industry, cultural relevance may be just as important as product itself.

But as fashion houses deepen their presence within art, museums, and creative spaces, an interesting question remains: are luxury brands genuinely shaping culture or simply redefining the way luxury is communicated?

Follow Sparkling PR on Instagram for more insights on luxury, culture, and the future of fashion communication.