WU25 Panel: Windup Watch Fair Turns 10

Time flies when you’re having fun. It’s hard to believe that Windup Watch Fair has had 10 trips around the sun, but this special anniversary deserves a proper roundtable and retrospective. Worn & Wound co-founder and CEO Blake Malin hosts a fantastic panel of fellow leaders, many of whom were there for the very first Windup. It’s a chat you won’t want to miss. View the discussion in its entirety on YouTube or read some excerpts from this enjoyable toast below. Happy 10th birthday, Windup Watch Fair!

The following conversations have been lightly edited for brevity and clarity.

On looking back 10 years:

Blake:
Hello and welcome to the Wind-Up Watch Fair. I’m Blake, one of the co-founders of Worn & Wound. I’ve been working on this Wind-Up thing for the past 10 years, and it’s incredibly humbling to have all of you here. Thank you for making Wind-Up what it is today.

This is going to be a special conversation. The folks on stage represent many of the brands that were at the very first Wind-Up 10 years ago. They took a chance on an unproven event and helped shape what it’s become. So before we begin, let’s give them a round of applause.

We’re going to talk about what Wind-Up was like 10 years ago, how things have changed, and maybe what the next 10 years will look like. We’ll also take questions from the audience.

Let me introduce everyone on stage. Andy Felsey, CEO of Haraj. Andrew Perez, founder of Astern Banks. Bradley Price, president and creative director of Autodromo. Chase Fancher, founder of Oak & Oscar. Daniel Roy, CEO of Tempest Art and now operator of Stowa. Jonathan Ferrer of Brew. James Lamdin, VP of vintage and pre-owned timepieces at Analog Shift. Mike Pearson, North American brand director of Christopher Ward. Steve Laughlin, founder of Raven Watches. V.J. Geronimo, CEO of Oris Americas. Damir Armstrong, SVP of Dubertime, representing Milagros Suta. And Zach Weiss, co-founder of Worn & Wound.

Zach, let’s start with you. What do you remember from the first Wind-Up?

Zach Weiss:
It was very anxiety-inducing. We were risking it all on this little project. The company was much smaller—just Blake, James, me, and a couple of employees. Not a lot of money. We’d do one big project a year, and this was it. Either it worked or it sank us.

I remember Blake saying if we’d seen the Fyre Festival documentary beforehand, we probably wouldn’t have done it. But it went really well. It was a whirlwind—I barely remember it because it was so crazy. But it was exciting and encouraging. The moment it ended, we started planning the next one.

Blake:
V.J., you were with Oris, easily the most established brand at the first Wind-Up. Why did you decide to participate?

V.J. Geronimo:
We liked what you guys were doing. As one of the few truly independent mainstream brands, we saw ourselves as part of that independent spirit. Your team clearly loved watches, and we wanted to be there and support the community. That’s always been our approach.

Blake:
Was there ever a moment where you thought, “What did we get ourselves into?”

V.J. Geronimo:
Not at all. You guys were always good. You’re a lot less stressed now, but back then it was just excitement—watch excitement. Social media was just starting to take off, and that made a big difference too.

Blake:
Chase, Oak & Oscar is celebrating its 10-year anniversary. Let’s get a round of applause for that. Wind-Up was a risk for you too. What was your experience like?

Chase Fancher:
Honestly, I don’t remember much from way back then. You guys talked to us about it, and it seemed like a fun way to get in front of people and be part of a community. We had just launched our first watch, and it was a great chance to come to New York and connect with people.

Blake:
Was there a moment that weekend where you got feedback that made you feel like you were on the right track?

Chase Fancher:
Definitely. Sitting across from someone at a table, showing them something you’ve poured your heart into, and hearing them say, “I really like this”—that’s special. That first weekend gave us the feeling that we had a chance. It was a great way to connect.

Blake:
James, anything you remember from the first show?

James Lamdin:
I wasn’t an exhibiting brand at the first Wind-Up, but we did sponsor the opening cocktail night, which was very on-brand for us. Going back even further, I hosted the launch of Analog Shift at a hotel bar nearby. Maybe 12 people showed up, and you two and Bradley were among them. We kind of came up together.

My memory of the first Wind-Up was that it was small. How many brands were there?

Blake:
Eighteen.

James Lamdin:
And how many are here today?

Blake:
Between 140 and 150.

James Lamdin:
Let’s give a round of applause to the Worn & Wound and Wind-Up staff. That’s 10X growth in 10 years. Step it up, guys.

Blake:
Thanks. It’s crazy to think about. Zach and I don’t really do anything anymore—it’s all our team. Credit to them.

Let’s talk about turning points. Jonathan, Brew has had a meteoric rise. Was your brand brand-new at the first Wind-Up?

Jonathan Ferrer:
Yes. That same year I was making 3D models and kickstarting the brand, I also did Wind-Up. So this is technically my 10-year anniversary too.

Blake:
Congratulations. Is there a moment that stands out as a turning point?

Jonathan Ferrer:
Years three to five were tough. We weren’t selling much—one watch a week was a win. Things didn’t really kick off until year five or six. It was through meeting other enthusiasts, going to Wind-Up, RedBar, and being around great people. That gave me credibility and validity.

If I’d stayed isolated and hired internally, I wouldn’t have had the same momentum. The watch community is self-filtering—credibility is built by the people around you. We all try to take care of one another and be respectful and loyal. It’s like a family.

Blake:
I remember having coffee with you when you were deciding whether to expand. A year later, you had your second office and a big team.

Jonathan Ferrer:
I told you I was moving out of my apartment into a real office. You said I’d hire more people and double the space. I didn’t believe it—but now we have a 6,000-square-foot complex. You called it from the beginning.

Blake:
Michael Pearson, let’s talk about Christopher Ward. A big part of your success has been the in-house movement work. Can you speak to that?

Michael Pearson:
Mike France sends his regards. He was here the first day, and his absence now shows how much the brand has grown. The in-house movement is interesting—we’ve had our own complication for 11 years. Bel Canto happened around Wind-Up and Worn & Wound. Mike has a talent for launching a watch without launching it—people talk about it before it’s even out.

We sold two years’ worth of Bel Canto stock in two days without having built any. That forced us to grow up fast. People started rediscovering Christopher Ward. When we released the 12X to celebrate 10 years of our movement, nobody knew we’d had it that long. Reddit and forums lit up. But Wind-Up gave us a platform we couldn’t have built ourselves.

That’s why we’re opening a showroom in New York and have a bigger booth here. Movements and momentum matter—but only if the audience understands who you are. That’s what Worn & Wound does better than anyone.

Blake:
If you ever get the chance to meet Mike France, he’s one of the smartest people in the industry—a real visionary.

Anything else from the last 10 years that stands out?

Jonathan Ferrer:
One last thing. This is a luxury industry. We’re in magazines, podcasts, YouTube—but Wind-Up is disarming. V.J. will unpack boxes just like Mike. We all work hard to show beautiful things that aren’t necessary but are deeply loved. Wind-Up shows the best of the people in this industry.

On looking to the future:

Blake:
Let’s talk about community. It’s at the heart of Wind-Up and Worn & Wound—and I know it’s the same for these brands. James, you spoke beautifully about this in the booklet. What does this community mean to you and your brand?

James Lamdin:
At the core of what we’re all doing—and the reason we’re all here together in this building—is that we’re not saving lives. We’re having a lot of fun. There’s a lot of creativity, a lot of storytelling, and we’re just doing cool stuff. When you foster a community of folks with passion at the center of it, that’s when the magic happens.

Blake:
Beautifully said. That’s really what Wind-Up has always been about—bringing people together around a shared love of watches and design. It’s not just about selling things; it’s about connection.

Bradley Price:
I think one of the things that’s really changed over the last 10 years is how much more open and accessible the watch world has become. When we started, it felt like there were a lot of gatekeepers. Now, it’s a lot more democratic. Events like Wind-Up have helped break down those walls.

Mike Pearson:
Totally agree. The accessibility is key. I’ve been in this industry for a long time, and I’ve seen how intimidating it can be for newcomers. But Wind-Up creates a space where people can just walk in, try on watches, and talk to the people who make them. That’s powerful.

Chase Fancher:
And it’s not just about the watches—it’s about the people. I’ve made lifelong friends through this community. We all support each other, and that’s rare in any industry.

Zach Weiss:
It’s funny—when we started Worn & Wound, we didn’t know what it would become. We just wanted to talk about watches we liked. But the community grew around that. And now, 10 years later, it’s amazing to see how many people have built careers, brands, and friendships through this space.

Blake:
Let’s talk about the next 10 years. What do you hope to see in the future of Wind-Up and the watch community?

V.J. Geronimo:
I hope we continue to see more diversity—more voices, more perspectives. The more inclusive we are, the stronger the community becomes.

Meg Tocci (from the audience):
I’d love to see more women in the space—not just as consumers, but as creators, designers, and leaders. There’s so much opportunity to grow in that direction.

Jonathan Ferrer:
I think we’ll see more collaboration—not just between brands, but across industries. Watches, pens, EDC, fashion—it’s all connected. And events like this are the perfect place to explore those intersections.

James Lamdin:
And I hope we never lose the spirit of fun. It’s easy to get caught up in the business side of things, but at the end of the day, we’re here because we love this stuff. That passion should always be at the center.

Blake:
Well said. Thank you all for being here and for everything you’ve contributed to this community. Here’s to the next 10 years of Wind-Up.