Zurich Watch Fair 2025 — A Collector’s Market With Real Soul

After two incredible weeks in Japan, filled with ramen bowls, vintage Seiko sightings, and late-night walks through Tokyo, I opened my email one morning and saw something that instantly woke up the watch hunter in me:an invitation to the Zurich Watch & Jewelry Fair 2025.

Perfect timing.The event was happening the same weekend I’d be back in Switzerland.So, a few days after landing in Zurich, still fighting a bit of jet lag, I headed straight to the Kongresshaus—home of a fair that has been running for over 30 years.

And let me tell you: this was a completely different world from the watch shows most people hear about.

A Fair for Collectors, Not for Brands

If you’re expecting shiny booths, celebrity ambassadors, champagne at 9 a.m., or brand-new releases presented by someone in white gloves… Zürich Watch Fair is not that.

This fair is pure collector energy.It exists for dealers, resellers, and enthusiasts who want to buy, trade, negotiate, and discover watches with history.

It’s organised by Swisstimearts AG, and it gathers sellers from all over Switzerland and Europe. Some of them I even recognized immediately—dealers I’ve bought pieces from in the past.

There’s something special about seeing familiar faces in this industry. It instantly sets the tone: genuine, trustworthy, old-school watch culture.

The Atmosphere: Old-School, Honest, and Surprisingly Warm

The setup is simple:tables, trays, vintage lights, and boxes filled with watches.

No marketing budget.No oversized displays.No distractions.Just condition, provenance, and price.

But despite the minimalism, the atmosphere was great.Collectors were genuinely excited, discussing references and movements like kids trading football stickers. There was real passion in the room—not flexing, not hype chasing, just watch people being watch people.

And honestly, that’s becoming rare.

What We Saw: Rolex, Omega, Patek… and a Lot of Temptation

You could spot themes within seconds of walking in.

Rolex, Rolex, and more Rolex

Tables full of Rolex models in remarkably good condition.Many had full sets—box, papers, service history.A few dealers were focusing on Rolex exclusively, covering everything from classic Datejusts to modern sports models.

Omega Heaven

Speedmasters everywhere, but also beautiful 60s Seamasters, elegant vintage dress watches, pie-pan Constellations—you name it.If you love Omega, you’d be in danger here.

A Few Patek Surprises

Not a lot, but the ones that appeared?They stole attention.Seeing them in person, handled by dealers who know exactly what they’re selling, was a treat.

Vintage gems from across Switzerland & Europe

Plenty of pieces from the 50s to the 80s, including forgotten references and bargain-friendly dress watches.And because the sellers are mostly long-time professionals, condition was generally excellent.

Real Market Signals (Unfiltered)

A fair like this is more honest than anything you see online.

You see instantly:What sells. What sits. What’s cooling down. What’s heating up.

Rolex sports weren’t flying like in the hype years.Instead, people were gravitating toward vintage Omega, quirky gold dress watches, and interesting pieces under 3,000 CHF.Collectors were making smart moves—the kind based on passion and value, not Instagram trends.

Prices were surprisingly negotiation-friendly.And when dealers want to move stock, they’re open to real conversations.

Again: old-school.

What Stood Out the Most

Three things really defined the fair for me:

1. The atmosphere — people genuinely loving watches, talking movements, sharing stories.

2. The prices — transparent, fair, and negotiable.

3. The sellers — knowledgeable, experienced, and honest.

The combination makes this fair one of the most enjoyable collector events in Switzerland—precisely because it hasn’t turned into a spectacle.

Should You Visit?

If you’re a collector, dealer, or someone who enjoys hunting for watches with real character, then yes—Zurich Watch Fair is absolutely worth it.

If you’re expecting brand booths, novelties, or a glossy luxury event… this isn’t the place.This is where the Swiss secondary market truly lives.

And after 30 years, it’s clear why the fair still matters:it brings together the community that keeps watch collecting alive.

Final Thoughts

Coming straight from the electric chaos of Japan to the quiet precision of Switzerland, this fair grounded me back into why I love watches:the stories, the people, the craftsmanship, the chase.

If you want to see more of the fair, including footage and watches I handled, don’t miss the full video on our YouTube channel.

And as always—welcome to Brothers in Watches.

Full video