Oliver Smith Jeweler is inviting summer residents and holidaymakers to Aspen to immerse themselves in the world of haute horlogerie at its first Watch Week in the affluent Rocky Mountains destination.
The event, which is supported by the Aspen Chamber of Commerce, has a growing list of participating brands that currently includes A. Lange & Sohne, Audemars Piguet, Bremont, Gerald Charles, IWC, Meridian Jewelers, Parmigiani Fleurier, Panerai, Oliver Smith Jeweler and Roger Dubuis.
Aspen is best known as one of the world’s most prestigious skiing resorts, but has just as vibrant a summer season, according to Elizabeth Smith, managing director of Oliver Smith Jeweler and founder of Watch Week Aspen. “They call it the secret season, because it’s so fantastic,” she describes.
Oliver Smith has a multibrand jewelry and watch showroom and a Panerai boutique in the town, which serve a young and upwardly mobile clientele.
According to recent research, the resort destination is trendy among Millennials (54%), who stay at least four nights on average. Gen X (20%), Boomers (17%), and Gen Z (9%).
Watch Week Aspen aims to bring together the hospitality and natural charm of the town with the fascination that luxury watches bring.
It opens with a welcome cocktail reception presented by Parmigiani Fleurier on Thursday, August 8. The next three days allow people to choose from events including paddleboarding with Bremont or a guided e-bike ride to the iconic Maroon Bells with Oliver Smith Jeweler.
The jeweler will also host a pre-owned watch market panel, and Panerai will present a showcase of new watches. The emphasis of the four days will be on knowledge sharing, new launches and experiencing the outdoors of Aspen.
Aspen offers an array of outdoor experiences against a backdrop of stunning landscapes, festivals, art galleries, and restaurants including BOSQ Aspen and its executive chef Barclay Dodge were recently awarded their first Michelin star.
“For us, as co-founders of Watch Week Aspen, we hope the event will encapsulate our family’s passion for the outdoors, which inspired Oliver Smith’s design of the Cairn Collection. It’s the watches, it’s Aspen and the love of the Smith family for this very special place on earth – bringing it all together and making it a destination in August for people to come and discover together,” says Ms Smith.
Register for the events program and sign up for updates via watchweekaspen.com.