Inside the Windup Watch Fair: America’s Most Vibrant Celebration of Watch Culture
What started as a modest pop-up in New York City back in 2015 has since grown into the largest consumer-facing watch fair in the world. The Windup Watch Fair, founded by the team behind Worn & Wound, has carved out a unique space in the industry—offering a warm, welcoming, and refreshingly down-to-earth experience for seasoned collectors and casual enthusiasts alike.
Held annually across four major U.S. cities—Dallas, San Francisco, Chicago, and New York City—the fair brings together a dynamic mix of independent and well-established watch brands, as well as everyday carry (EDC) gear like pens, knives, and accessories. Each city adds its own flavor to the experience. Dallas, the newest addition to the tour, kicked off its first edition this year in March at Hickory Street Annex. San Francisco followed in May with a sprawling event at the Fort Mason Center, boasting over 90 exhibiting brands and sweeping views of the Bay. This July, Chicago welcomes the fair to Venue West, where Midwest charm meets horological passion. And come October, the flagship New York City edition will take place at Center415, drawing thousands of attendees and over 150 brands to celebrate the fair’s 10-year anniversary.
What sets Windup apart is not just its scale, but its ethos. Entry is always free. Attendees are encouraged to get hands-on with timepieces, ask questions directly to brand founders, and attend panels and product launches in a relaxed, inclusive environment. While other trade shows cater to industry insiders behind closed doors, Windup was built from the ground up to celebrate the enthusiast, the collector, and the curious newcomer alike.
The force behind this thriving event is Worn & Wound, a digital platform and online shop dedicated to accessible watch content and curation. Founded in 2011 by Blake Malin, Zach Weiss, and later joined by James Helms, the trio envisioned a media company that would focus on the stories, designs, and people that make horology so compelling—without the snobbery. What began as a blog soon evolved into an e-commerce platform and ultimately gave birth to Windup Watch Fair, a living expression of the brand’s core values: education, community, and connection.
Blake Malin
CEO & Co-Founder
Worn & Wound
Zach Weiss
Co-Founder
Worn & Wound & Windup Shop
James Helms
Chief Commercial Officer
Partner & Co-Founder
Blake Malin, now CEO of Worn & Wound and Windup, came from a background in nonprofit fundraising before diving headfirst into watch culture. Zach Weiss, the company’s Creative Director, brought his design expertise and a deep love for independent watchmaking. Together, they’ve not only built a media empire but have also reshaped the way watches are introduced to a broader audience. With James Helms rounding out the founding team as Chief Commercial Officer, Worn & Wound has grown from a niche website into a central player in modern watch culture.
As Windup celebrates a decade of growth, it continues to push forward with bigger shows, more inclusive programming, and a mission that remains as clear as it was in 2015: to bring people together through their shared love of watches. In a world where time never stops, Windup Watch Fair has become a moment we can all look forward to.
Explore our in-depth coverage of the show on their dedicated Windup Watch Fair page.
