Raising the Bar: A Recap of the 2024 San Francisco Windup Watch Fair and EDC Expo

Each Windup Watch Fair is special in its own way. We make memories, strengthen old connections, make new ones, and hopefully walk away with a cool watch on our wrists. But speak to anyone who attended the 2024 Windup Watch Fair and EDC Expo in San Francisco, and they’ll instantly tell you there was something extra special happening there.

The Venue

This was the first time that we held the Fair at Gateway Pavilion, a two-level, open-floor plan environment on Pier 2, within the Fort Mason complex, an arts and culture campus operated by the National Parks Department. With its stunning views, ample natural light, and wide-open arrangement, it became an ideal place to bring enthusiasts together. 

The Brands

All in all, we ended up having 94 unique and incredible brands participate in the show between both watch and non-watch companies—the largest Windup to date. We want to give a massive thank you to each and every sponsor who came to the event and a special thanks to our Lead Sponsors: Alpina, anOrdain, Christopher Ward, Fortis, and Oris. It was incredible to see the wide variety of new watches and products at the Fair, many of which were launched to the world for the first time at the event itself. You could literally feel the enthusiasm in the air!

The Enthusiasts

Speaking of enthusiasm, the crowds that came each day of the three-day event were energized and engaged. Thousands flocked to our Fort Mason venue to soak in both the products and the panels! They came to learn, capture that perfect wrist shot, and find that special memento of an epic weekend. Families and friends connected and contributed to an incredible vibe that can only be described as infectious… in the best way possible.

The EDC Expo

Partnering with our pals at Carryology, we grew what was called ‘EDC Alley’ last year into what has become ‘EDC Expo!’ We had over a dozen brands spanning the worlds of carry, photography, pocket knives, and accessories, bringing their wares, tares, and audiences to join the festivities. These passionate people, some new to the world of watches, infused the show with added energy and zeal. Brands like Bellroy, Leica, NOMATIC, Topo Designs, and more got their taste of Windup’s savvy, enthusiast audience the very first time—and are now planning to return Windup just like Giant Mouse and Triple Aught Design.

Of the event, James Atkin, VP of Marketing at NOMATIC says, “Joining the EDC Expo at the Windup Watch Fair in San Francisco allowed us to reach an untapped, enthusiastic consumer and create new awareness all while demoing and selling our product!”

We will never forget the 2024 Windup Watch Fair in San Francisco. We’ve heard the same refrain from both participating brands and attendees over and over again: “This was the best Windup yet.” We know that will likely only be true until the next one (in Chicago, July 12th -14th), but for now, we can’t help but agree.