Every September, the global watch community turns its eyes to Hong Kong. From September 2 to 6, 2025, the Hong Kong Convention and Exhibition Centre (HKCEC) is once again the epicenter of horology, buzzing with the energy of innovators, collectors, and industry legends. The 44th Salon de l’Horlogerie et de la Montre de Hong Kong and the 13th Salon de TIME have officially opened their doors, and the air is electric with possibility.
And we are right in the heart of it. Our founder, Thomas J. Sandrin, is on the ground, navigating the aisles, shaking hands with independent makers, and experiencing the new releases firsthand. This isn't just a trade show; it's a living, breathing narrative of where timekeeping is today—and where it’s headed tomorrow.
The Pulse of a Global Gathering
This year’s theme, “Our Time Our Moments,” perfectly captures the spirit of the event. With over 650 exhibitors from 15 countries and regions, the fair solidifies Hong Kong’s role as an indispensable international platform. The return of pavilions from Germany, Japan, and Lebanon, alongside the prestigious Swiss Independent Watchmakers Pavilion (SIWP) and the French pavilion by Francéclat, creates a truly global tapestry of craftsmanship and innovation.
For those of us who live and breathe watches, this is our playground. The fair is a masterfully organized chaos of eight themed zones, from the high-end horology of the Pageant of Eternity to the specialized niches of OEM Smart Watches and Packaging & Display. It’s a one-stop sourcing universe.
But here’s what makes it truly special: Salon de TIME is open to the public. The barrier between industry insiders and passionate enthusiasts dissolves. You’ll see families admiring intricate movements, young collectors getting their first taste of a luxury watch parade, and seasoned experts sharing a tea art experience. This accessibility is rare, and it’s what gives this fair its unique soul.
The Discoveries: What’s On Our Radar
Walking the floor with Thomas, a few key trends are immediately telling the story of the current market:
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Collaborations & Microbrand Magic: The energy is palpable in the Microbrands zone. It’s where creativity meets affordability. From Zbioland’s incredible Harry Potter "Dynamic Snake" watch with a twisting titanium serpent to INFANTRY’s Super Dimension Fortress Macross collaboration, these brands understand storytelling and community. They’re not just selling watches; they’re selling a piece of a shared passion.
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Green Horology is Here: Sustainability is no longer a niche concept. Brands are responding with genuine innovation. German brand Lilienthal Berlin has a watch with a dial made from recycled tea leaves that emits a subtle fragrance—a conversation piece in every sense. Meanwhile, Memorigin’s tourbillon with a strap made from ocean-recycled yarn proves eco-friendly can be profoundly luxurious.
- Smart Tech with a Purpose: The fusion of health and technology is accelerating. Oskron’s smartwatch, which uses AI and data from 300,000 TCM cases to provide organ health scoring, feels less like a gadget and more like a personal wellness companion—a fascinating East-meets-West application.
