What's Happening?
Time+Tide, an Australian watch publication, is launching FounderFest, a new event that combines a watch fair, collector gathering, and music festival. Scheduled for September 19 and 20, 2026, the event will take place simultaneously in New York, London,
and Melbourne. FounderFest will feature presentations, interviews, live performances, and discussions, with a focus on independent watch brands. Seven collaborative watch collections inspired by music will be launched during the festival. These watches will be available for a limited time online before becoming exclusive to Time+Tide's Watch Discovery Studios in the three cities.
Why It's Important?
FounderFest represents a significant evolution in how watch brands engage with their audience, blending traditional watchmaking with cultural and musical influences. This approach could attract a broader audience, including younger consumers who value unique and culturally relevant products. The event also highlights the growing trend of experiential marketing, where brands create immersive experiences to connect with consumers. By hosting the event in multiple global cities, Time+Tide is expanding its international presence and influence in the watch industry.
What's Next?
Following the festival, the collaborative watches will be available for purchase online starting September 22, 2026. Time+Tide plans to continue leveraging its Watch Discovery Studios to host similar events, potentially expanding to other cities. The success of FounderFest could inspire other watch brands to explore similar cross-industry collaborations, further blurring the lines between fashion, music, and lifestyle.
