Review: WatchIt! Watch Fair – Hit or Miss? Reflecting on the Midlands’ Biggest Watch Event
Having never attended a watch fair before, I didn’t really know what to expect. Needless to say, I was completely blown away by the WatchIt! Watch fair at the Voco St. John’s Hotel in Solihull. I enjoyed every single minute of the five hours I spent browsing the incredible timepieces on display, chatting with brand owners, discovering the stories behind the dials, and connecting with fellow enthusiasts. It was a phenomenal show with plenty to see and do, and I will definitely be back next year.
The Arrival & Atmosphere
Faced with the monumental task of getting two small children ready in the morning, I knew a 10:00 AM early-bird arrival was a near impossibility. Instead, I opted for the standard ticket—which felt like an absolute steal at just under £9.
I arrived around 11:30 AM and easily found parking on-site. As I stepped into the venue, the balance was perfect: it didn’t feel overcrowded, yet it was far from empty. There was an immediate, unmistakable buzz in the room—a true hive of watch fans gathered around stands, eager to get hands-on with the pieces.
The Microbrand Experience: Beyond the Screen
That hands-on experience is easily the best part of the show. There is nothing quite like getting up close and personal with watches from independent microbrands that I’ve personally spent hours admiring online—picking them up, trying them on, snapping photos, and asking questions.
I started with a quick lap to get my bearings and take in all 52 brands on display, before diving in to visit the stands individually. At no point did the floor feel rushed or cramped. The brand owners took genuine time to talk, engage, and answer questions. There was absolutely no hard-selling or aggressive campaigning; it was just pure passion from creators who wanted to discuss their craft while letting you get a feel for the weight, finishing, and wrist presence of each piece.
A big shout-out has to go to Henry at BVOR, Jordan at Adley, and Matthew at MHD Watches for taking the time to talk me through their collections. These were brands I wasn’t deeply familiar with beforehand, and it was fantastic to learn their stories and inevitably add a few more pieces to my wishlist.
The Verdict: Why WatchIt! Is a Must-Attend
The show had everything I wanted. I originally went with the intention of picking up a couple of watches, which was completely seamless—so seamless, in fact, that I ended up walking away with a third one for luck!
The event organizers also nailed the interactive elements. The app-based scanning giveaway competition was brilliant and well-executed, offering a fun incentive to make sure you stopped by every single stall.
So, was it a hit or a miss? It was a massive hit.
The event layout was spot on, the brand variety was vast enough to keep anyone busy for hours, and there was genuinely something for every budget and taste. Being able to bridge the gap between the digital screen and physical horology was an invaluable experience. This may have been my first watch show, but it certainly won’t be my last.
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