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Windup Watch Fair San Francisco 2026 Recap: Our Biggest Bay Area Weekend Yet

If there was any doubt that Windup Watch Fair San Francisco had evolved into something far bigger than a traditional watch show, this past weekend erased it completely.

Over three unforgettable days at Fort Mason’s Gateway Pavilion, over 7,000 enthusiasts, collectors, first-timers, industry veterans, and curious passersby packed the waterfront for what became our most ambitious and experiential Windup San Francisco to date. Watches were still the heart of it all, of course, but this year the Fair expanded in every direction imaginable: panels, parties, padel, live art, whisky tastings, DIY watchmaking, EV Broncos, giveaways, podcast recordings, and more all combined into a weekend that felt less like a trade show and more like a full-scale enthusiast festival.

None of this would have been possible without the support of our incredible Lead Sponsors: Bremont, Brew, Christopher Ward, Frederique Constant, and Oris, all of whom helped bring new energy, new releases, and memorable experiences to this year’s Fair. From Bremont’s rugged space-watch presence to Christopher Ward’s endlessly crowd-drawing Bel Canto conversations, from Frederique Constant’s padel panel and activation to Brew’s playful industrial design language, and not to mention Oris celebrating 60 years of mechanical freedom—each Lead Sponsor helped define the personality of the weekend in a different way.

The show floor itself was nonstop from open to close every day. Approximately 90 brands from around the world filled Gateway Pavilion with attendees going hands-on with watches, meeting founders and designers, trying on releases they’d only previously seen online, and discovering entirely new brands in the process. As always, one of the most rewarding parts of Windup was seeing longtime collectors standing shoulder-to-shoulder with people buying, or even just learning about, their very first watch.

 

This year’s EDC Expo, presented by GiantMouse, also took a huge leap forward. The front section of the venue became a destination all its own, filled with knives, gear, bags, accessories, and everyday carry essentials that blurred the lines between watch enthusiasm and broader enthusiast culture.

One of the weekend’s most unexpectedly popular attractions came courtesy of Kindred Motorworks, whose restored EV Broncos created a near-constant crowd outside the venue. Attendees lined up throughout the weekend to snap their ultra-Instagramable moment out front.

Inside the Fair, activations and experiences were everywhere. Bulova’s debut of the Black Hole Lunar Pilot drew massive attention thanks to a true-to-scale replica of the Lunar Rover. Giveaways from Bremont and the Windup Watch Shop kept excitement high throughout the weekend, while Bruichladdich once again delivered one of the Fair’s favorite recurring traditions with Scotch Whisky tastings that became natural gathering spots for conversation and community. Miyota returned as Official Movement Sponsor, helping attendees better understand their mechanics powering so many watches throughout the show.

Throughout the weekend, the team from Topper Fine Jewelers kept bracelets resized and straps swapped with complimentary on-site service that attendees absolutely took advantage of. Along with Sunflowerman’s painting talent, The Watch Preserve brought in a beautiful selection of vintage and pre-owned timepieces.

The Panel Room also reached fun new heights this year. Across Friday, attendees join sessions covering everything from Frederique Constant and the Pro Padel League discussing the explosive growth of padel to an especially lively EDC panel that explored the emotional side of collecting across watches, knives, and everyday carry. On Saturday, attendees received a field report of this year’s Windup in a Bay, presented by Marathon and Prometheus Design Works, as well as a discussion around Oris and 60 years of mechanical freedom.

Saturday night’s Worn & Wound Open House at VALT Auto Club kept the momentum going. Surrounded by an incredible collection of enthusiast cars, attendees gathered for food, drinks, conversation, and a chance to wind down after two packed days on the show floor. The event perfectly reflected what Windup has increasingly become: not just a place to see products, but a place for enthusiasts of all kinds to overlap.

One of the most rewarding additions this year came from our partnership with DIY Watch Club. For the first time ever at Windup San Francisco, attendees had the opportunity to build their own watches from the ground up in hands-on watchmaking classes led by founder Quinn Lai and the DIY Watch Club team. For us, watching participants leave the Fair wearing watches they had personally assembled was a genuinely special moment and exactly the kind of immersive experience we hope to continue expanding in future events.

And through all of it, what stood out most was the atmosphere.


Windup Watch Fair has always been about making watch culture approachable, interactive, and community-driven. But San Francisco 2026 felt like a turning point—proof that the enthusiast world is bigger, more diverse, and more connected than ever before. Whether people arrived for watches, EDC gear, cars, cocktails, whisky, panels, painting, or simply to spend time around other enthusiasts, they found something to connect with.

To everyone who attended, exhibited, sponsored, volunteered, hosted panels, poured drinks, resized bracelets, played padel, built watches, showed Broncos, and helped make this weekend happen: thank you.


San Francisco, you absolutely showed up.

We’ll see you at Windup Watch Fair Chicago on July 10th through 12th. Follow us on Instagram and sign up for our newsletter to stay up to date on all things Windup. You can always find the key information about our events at windupwatchfair.com.

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