IN FOCUS NYC

Col&McArthur: When History Becomes Personal

At Windup Watch Fair New York, the Belgian brand brought more than watches to the table. It brought fragments of history and discovered how personal those stories could become.

WIND UP NEW YORK · OCTOBER 2026

Col&McArthur at Windup Watch Fair New York.

There is a difference between knowing the story behind a watch and seeing how that story has been translated into the object itself.

Col&McArthur has built its identity around historical events, remarkable places, and cultural figures. Its watches incorporate materials connected to the subjects they commemorate, from fragments of military artifacts to pieces of the lunar landscape.

On paper, it is a compelling concept. But one question remains until the watches are examined in person: can the execution live up to the story? At Windup Watch Fair New York, where the Belgian brand was exhibiting at a watch fair for the first time, there was an opportunity to find out. And the answer was in the details.

Col&McArthur | Windup Watch Fair

More than watches on a table

Among the many exhibitors at Windup New York, Col&McArthur approached its presentation differently. Rather than relying exclusively on watches displayed across a table, the brand had created a space around the stories of its collections. Individual presentation panels introduced their historical references, while artifacts and examples of the materials incorporated into the watches helped visitors understand where those stories began.

A military helmet associated with the Normandy collection. A musket ball connected to Patriot 1776. A piece of lunar meteorite. These objects were not simply decorative elements. They helped explain the relationship between the historical subject and the finished watch.

The stand was positioned away from the fair’s central circulation areas, and the first day was relatively quiet. But as the event progressed, curiosity grew. Visitors stopped to examine the watches, asked about the materials, and listened to the stories behind them. Some had already encountered Col&McArthur online and wanted to see the collections for themselves. Others discovered the brand for the first time.

For a watchmaker whose identity depends so strongly on storytelling, those encounters became an important part of the presentation.

Historical artifacts displayed alongside the watches.

THE WATCHES | A CLOSER LOOK

The difference is in the details

Commemorative watches can be difficult to get right.

When a design carries a historical narrative, multiple symbols, and unusual materials, there is always a risk that the concept will become more prominent than the watch itself. That concern largely disappeared when handling Col&McArthur’s pieces. The cases and bracelets felt carefully finished. The dials remained legible despite their historical references, and the integration of the materials appeared considered rather than excessive.

The designs varied according to their subjects, moving between classical restraint and a more contemporary, sometimes sportier aesthetic. Yet the underlying approach remained consistent. The watches did not feel like souvenirs built around a commemorative theme. They felt like watches first, with their stories incorporated into the construction.

The Normandy 1944 was particularly revealing.

Normandy 1944, with historical materials integrated into its design.

Its dial incorporates material from an American M1 military helmet, creating a textured surface that invites closer examination. Sand associated with the Normandy landing beaches introduces another physical connection to the events being remembered.

There is something almost contradictory about this idea. Watchmaking usually goes to considerable lengths to protect a timepiece from sand, dust, and moisture. Here, sand becomes an intentional part of the object.

And yet the result does not feel theatrical. The historical materials are present, but they do not overwhelm the design. The watch remains balanced, wearable, and surprisingly contemporary.

That balance is perhaps one of Col&McArthur’s most interesting achievements.

The stories opened the conversation. The watches gave people reasons to stay.

THE PEOPLE | PERSONAL CONNECTIONS

When the story belongs to someone else

The watches attracted attention for their materials, but the most memorable moments at the stand were not necessarily about watchmaking. They were about people.

Many visitors, particularly older generations, brought their own connections to the historical events represented in the collections. Some shared family memories. Others recognized references that carried a significance beyond the watches themselves. There were also children fascinated by the unusual materials and the stories attached to them.

One encounter stood out. A visitor showed particular interest in a watch dedicated to Napoleon. He returned to the stand the following day and, after some encouragement, tried it on. The experience moved him to tears. The exact reason for his emotional connection remained private. But the moment illustrated something that is easy to overlook when discussing commemorative watches.

History is not experienced in the same way by everyone. A date, a place, or a historical figure may be a familiar reference to one person and something deeply personal to another.

Col&McArthur’s watches create an unusual starting point for those conversations. They do not simply invite questions about calibers, case dimensions, or finishing. They encourage visitors to talk about memory, family, and the events that have shaped their understanding of the world.

At Windup New York, those conversations became as interesting as the watches themselves.

Conversations and closer looks at Windup New York.

THREE WATCHES | THREE STORIES

Three perspectives on history.

Patriot 1776 Normandy 1944 Lunar 1969

PHOTO | PATRIOT 1776

PATRIOT 1776 | AMERICAN HISTORY

A founding story.

With the United States marking the 250th anniversary of the Declaration of Independence in 2026, Patriot 1776 had a particularly relevant setting. The collection incorporates a fragment of a Revolutionary War musket ball, according to the brand, alongside design references to American independence. Beyond its symbolism, the watch also proved comfortable during extended wear.

WHAT STAYED WITH US

History, a little closer

Col&McArthur did not leave New York having changed our understanding of the brand. It reinforced it. The watches confirmed that the historical concept is supported by thoughtful execution, carefully integrated materials, and a level of finishing that deserves attention in its own right.

But the fair also revealed another dimension. Seeing a visitor become emotional while trying on a watch, listening to people share family connections to historical events, or watching children discover the stories behind the objects reminded us that the meaning of a commemorative piece is never entirely determined by its creator.

Part of that meaning comes from the person encountering it. And perhaps that is what makes Col&McArthur worth watching.

In a market where differentiation is often expressed through a new dial color, a case variation, or another limited edition, the Belgian brand is developing its identity through something less conventional. Not simply watches inspired by history. Watches that carry a small part of it. And, sometimes, make someone else’s history feel a little closer.