Watch fairs are more than product showcases — they’re where stories take off. That was certainly the case at the Windup Watch Fair in Chicago, held from July 11–13, 2025. Representing WatchDNA, I explored the latest from both heritage names and breakout independents, but few brands captured the blend of emotion and engineering quite like AVI-8.
At the heart of the experience was my interview with Roshan Mahtani, Head of Brand Development for Dartmouth Brands, the parent company behind AVI-8. Roshan’s insight into the brand’s creative process, cultural collaborations, and technical evolution offered a behind-the-scenes look at what makes AVI-8 tick — both literally and figuratively.
Snoopy Takes Flight: The Flying Ace Collection
One of the most anticipated drops discussed in our conversation was the Snoopy’s Flying Ace Collection. This collaboration feels like a love letter to nostalgia — but with all the hallmarks of a modern, wearable collector’s piece. Featuring five distinctive designs, each limited to just 250 pieces, the Flying Ace collection brings Snoopy’s aviation alter ego into the cockpit of AVI-8’s military-inspired world.
From playful UV-activated dials revealing hidden Snoopy artwork to casebacks engraved with comic strip charm, the attention to storytelling is next-level. In the interview, Roshan shares how this collaboration came to life, what it meant for the team, and how AVI-8 found the perfect balance between pop culture and horology.
Pegasus Black: Power and Precision
On the technical side, the Hawker Harrier Pegasus Automatic – Piston Black also took center stage. Inspired by the legendary Harrier “Jump Jet,” this automatic limited-edition is a mechanical homage to aviation innovation, wrapped in a case designed to make a statement.
In our video, Roshan goes deeper into the design choices behind the Pegasus series and explains how AVI-8 continues to evolve its mechanical lineup without losing its storytelling DNA.
The conversation with Roshan wasn’t just about watches — it was about intent. From their growing global collector base to their dedication to storytelling-driven design, AVI-8 is clearly a brand thinking long-term. If you’ve ever wondered how an accessible aviation watch brand can build emotional value while pushing design boundaries, this interview is a must-watch.
Time is more than seconds ticking away. It is a catalyst for transformation. Stay tuned for more highlights from the Windup Watch Fair, coming soon to WatchDNA.
