Milan Returns as the Capital of Watchmaking with W.O.I. – Watches of Italy 7
In the world of contemporary watchmaking, there are events that, year after year, become true benchmarks. Among these, W.O.I. – Watches of Italy reaffirms itself as one of the most anticipated events in Italy, bringing together creativity, craftsmanship, and an international vision in a single venue.
The seventh edition will take place on November 14 and 15, 2026 at Superstudio Più on Via Tortona, in the beating heart of Milan’s creative district. This choice is no coincidence: Milan, which has always been a crossroads of design, fashion, and culture, once again proves to be the ideal setting to host an event that looks to the future without forgetting the value of craftsmanship.
Watches of Italy was founded with a strong B2C focus, offering the public the opportunity to discover, try on, and purchase watches and accessories directly from exhibitors. At the same time, over the course of its editions, the event has evolved, aiming to expand its B2B dimension by becoming a meeting platform for industry professionals: independent brands, artisan watchmakers, designers, and startups, as well as manufacturers of components, straps, packaging, and technical services.
A comprehensive ecosystem where the dialogue between creativity and industry translates into concrete opportunities for networking and development. Buyers, distributors, and retailers will find fertile ground here to forge new partnerships, contributing to the growth of a constantly evolving sector.
The success of the sixth edition, which attracted over 6,000 visitors, attests to the growing interest in watchmaking that is increasingly focused on research, independence, and quality. This is a trend that W.O.I. continues to support through an accessibility policy designed to allow emerging brands to enter new markets. Among the event’s distinctive features, the opening to international brands—introduced last year and enthusiastically received—also stands out. This decision has further broadened the event’s scope, offering the Italian public the opportunity to engage with brands that are still relatively unknown but highly innovative.
It’s not just about exhibition and sales: Watches of Italy is also about storytelling, discussion, and in-depth exploration. For this seventh edition, talks and thematic sessions are planned, designed to enrich the visitor experience and offer new insights into the world of watchmaking.
In this context, the true star remains, as always, the watch itself. A design object, a precision instrument, but above all, a keeper of stories. Stories of hands, of ideas, of time transformed into matter. And it is precisely these stories—along with the creations that embody them—that will once again captivate the Milanese public.
