THE HYPE RETURNS TO NEW YORK: A MEETING POINT FOR INDEPENDENT WATCHMAKING
From October 16 to 18, 2026, New York will welcome a new edition of The HYPE, an exhibition dedicated to independent watchmaking and microbrands. Returning after a six-year hiatus, the event brings back its intimate format, designed to connect brands directly with collectors, journalists, retailers, and enthusiasts. More than twenty participants will gather at The Draper New York, just steps away from some of the city's larger watch shows. With an emphasis on personal connections and the discovery of new creations, The HYPE offers an opportunity to explore different perspectives on design, craftsmanship, and horological creativity.
An exhibition built around personal connections
The HYPE was created by James Henderson, a watch writer and founder of Henki Time. The idea emerged while walking the floors of BaselWorld, inspiring him to create an off-site exhibition where brands could connect directly with collectors, journalists, retailers, and enthusiasts away from the crowds of larger trade shows. Its previous edition welcomed twelve exhibitors to the ground floor of the Hyperion Hotel. After a six-year hiatus, The HYPE returns to New York with the same focus on personal connections and independent watchmaking.
The 2026 edition will take place at The Draper New York, located at 4-6 West 37th Street, from October 16 to 18, between 9:00 AM and 4:00 PM. Admission is free, and no registration is required. The exhibition offers visitors an opportunity to meet the people behind independent watchmaking projects, learn about their creative approaches, and experience the diversity of a segment of the industry shaped by individuality, craftsmanship, and innovation.
Some of the brands exhibiting at The HYPE
The HYPE brings together independent brands with diverse approaches that reflect the creativity and individuality of contemporary watchmaking. Here are some of the exhibitors taking part in this edition.
5280 Watch Company
Based in Colorado, 5280 Watch Company draws its identity from the landscape and spirit of the Rocky Mountains. Its watches combine rugged designs with refined aesthetics, quality materials, and Swiss movements. The brand creates timepieces suited to both adventure and everyday wear, with a strong connection to the natural beauty and heritage of its home region.
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Canuck Timepieces
Based in Simcoe, Ontario, Canuck Timepieces develops watches under the direction of its founder, designer, and watchmaker James Williams. Inspired by the decades between the 1940s and 1980s, the brand blends vintage references with contemporary execution. Its approach focuses on accessible watchmaking, distinctive design, and carefully considered details.
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Carl Suchy & Söhne
Carl Suchy & Söhne connects Viennese watchmaking heritage with a modern interpretation of design. Originally founded in 1822 and revived in 2017 by Robert Punkenhofer and Peter Brabeck-Letmathe, the brand maintains a strong identity rooted in Vienna's culture, elegance, and creativity. Its watches are conceived in Vienna and manufactured in Austria and Switzerland, with limited production and a focus on lasting quality and craftsmanship.
Elka Watch Co.
Elka Watch Co. looks back to the 1960s, a decade shaped by space exploration, music, and cultural change. Its philosophy draws inspiration from products built to last, combining colorful, distinctive aesthetics with a rebellious spirit. The brand revisits the visual language of a period that transformed design and popular culture, bringing its energy into contemporary watchmaking.
GeO
Associated with GeoShop in Puerto Rico, GeO brings together the island's cultural identity and contemporary design. Its creations aim to reflect the region's vibrant character and natural beauty through quality materials and a distinctive aesthetic. This connection between place, culture, and design gives the brand a particular perspective within the microbrand landscape.
GoS Watches
Founded in 2007 by master bladesmith Johan Gustafsson and watchmaker Patrik Sjögren, GoS Watches is distinguished by its handcrafted Damascus steel. Its unique patterns appear across cases and dials, giving each timepiece an individual character. Now solely owned by Sjögren, the brand draws inspiration from Scandinavian nature, history, and craft traditions, incorporating handmade details that reinforce its connection to Swedish craftsmanship.
ISOTOPE
Founded in 2016 in Harpenden, England, ISOTOPE has built its identity around a creative approach to independent watchmaking. The brand combines original designs with accessible pricing, exploring shapes and solutions that move beyond conventional watch aesthetics. Its focus on innovation and distinctive production methods makes it an appealing option for enthusiasts seeking watches with a clear identity.
Mad Hudson
Mad Hudson describes itself as a creative experiment built around the concept of time. Born in Chicago, the brand collaborates with artists to develop watches that move away from conventional visual codes. Models such as the Eddie, Peggy, Miami, and CD Watch reflect a philosophy in which experimentation and artistic expression play central roles. Beyond creating distinctive timepieces, the project also provides a platform for the artists behind its collaborations.
Minase
Based in Japan, Minase is known for its attention to detail, finishing, and case construction. The brand combines traditional craftsmanship with contemporary aesthetics, exploring distinctive case architectures and intricate dials. Its approach reflects a philosophy in which technical precision and meticulous finishing come together to create watches with a recognizable visual identity.
Moriarty
Moriarty is an independent Irish watchmaking atelier founded by Alison Moriarty, a Swiss-trained watchmaker and self-taught enameller. Its defining signature is grand feu enamel, a technique in which each dial is painted by hand with powdered glass and fired repeatedly at high temperatures. The process can take around 40 hours per dial, resulting in unique compositions inspired by the landscapes and colors of Ireland. Every watch is designed, made, and assembled in-house, combining artistic expression with a demanding approach to mechanical precision.
NEPRO
NEPRO revisits the spirit of 1970s watchmaking through its reinterpretation of the 1976 Neprosolar, a solar-rechargeable watch that was ahead of its time. Launched in 2024, the brand combines retro aesthetics with contemporary manufacturing standards. Its approach appeals to enthusiasts who appreciate historical design and innovation, demonstrating how an idea from the past can find a new life in modern watchmaking.
Ollech & Wajs
Founded in Zurich in 1956 by Joseph Ollech and Albert Wajs, Ollech & Wajs built its reputation on rugged, functional professional watches. One of its milestones was the 1964 Caribbean 1000, introduced with a certified depth rating of 1,000 meters. The brand survived the quartz crisis without adopting quartz movements and, following its revival in 1995, continued developing sports and military watches that maintain its focus on durability and performance.
Sartory Billard
French watchmaker Sartory Billard was founded in 2015 by industrial designer Armand Billard and specializes in customizable mechanical watches. Its philosophy invites clients to take part in the creative process by selecting materials, colors, layouts, and dial details. From titanium to stone and other unconventional materials, each element can help create a timepiece that reflects the tastes and personality of its owner.
Schaefer & Companions
Schaefer & Companions places artistic expression at the heart of its approach to artistic luxury watchmaking. Its Solune Antarctica collection interprets the landscapes of the frozen continent through techniques such as enamelling, engraving, miniature painting, and straw marquetry. The angular Solune case provides an architectural identity, while collaborations with specialist artisans turn each watch into a meeting point between contemporary design and traditional craftsmanship.
Tessé Watches
Tessé Watches is a Canadian microbrand founded by Thomas Brissiaud, debuting with the Swiss Made Michel GMT in 2025. Its designs combine 1970s-inspired aesthetics with contemporary construction and careful attention to materials and finishing. The brand seeks to balance vintage charm with a modern interpretation of elegance, creating watches that express their identity through design.
Version
Version is a French watchmaking maison founded by a team of women passionate about design. Its limited-edition Swiss Made watches combine horological craftsmanship with creative expression through color, form, and materials. The first collection, V01-LCC, includes the Tempête, Éclat, and Rosée, each with its own color composition. The brand also offers private appointments in Paris, Lyon, and Geneva, where clients can explore the collection and discuss bespoke projects directly with the co-founders.
A New Meeting Point for Independent Watchmaking
The return of The HYPE offers another opportunity to get closer to independent watchmaking and discover brands with distinctive identities. With its 2026 edition, the event brings together names from across the industry in New York for an exhibition dedicated to their creations and a shared passion for watches.
