Story Highlight
– The Escapement event planned in Abu Dhabi for November.
– Expect performances by Eric Clapton and Kevin Hart.
– 10,000 attendees expected, not a traditional trade show.
– Over 50 watch brands anticipated to participate.
– Concerns about oversaturation in watch event calendar.
Full Story
A new event, The Escapement, is set to take place later this year in Abu Dhabi, representing an ambitious undertaking for the world of watch collecting. The project has been officially introduced by Michel Nydegger, CEO of the luxury watch brand Greubel Forsey, who provided initial insights during a visit in January.
Among those involved in organising the event is Neeshu Hajra, vice-president of business development at The Trade Group, a Texas-based company known for producing high-profile events such as Bitcoin Miami and the Pokémon World Championship Series in Japan. The Trade Group aims to attract a mass audience by designing large-scale events around niche interests, making it well-suited for The Escapement’s goals.
Hajra, an avid watch collector himself, suggests that collectors are seeking a grand celebration complete with musical performances, live entertainment, and impressive visual displays. Proposed features include appearances by known figures like Eric Clapton and Kevin Hart, as well as eye-catching laser and pyrotechnic shows.
The backdrop for this event will be the Etihad Arena, an 18,000-seat venue situated on Yas Island, renowned for hosting significant events such as the Abu Dhabi Formula 1 Grand Prix. Abu Dhabi’s well-developed infrastructure, with one of the world’s most advanced airports, a wide array of hotel accommodations, and support from city authorities, positions it as a feasible location for such a large gathering.
In a recent update from co-founder King Flum, a psychologist and social media influencer, further details have emerged that clarify the event’s focus. Unlike conventional trade shows such as Watches and Wonders, The Escapement is designed “for collectors, by collectors.” It will span three days from November 20-22, expecting an attendance of around 10,000 ticket holders, with up to 50 watch brands anticipated to showcase their offerings.
Notable names cited for potential attendance include Rexhep Rexhepi and Greubel Forsey, alongside other brands like Czapek and Armin Strom, though final confirmations are yet to be secured. Central to the event will be a large stage featuring diverse programming, while a secondary stage will host intimate discussions and collector panels, offering a blend of entertainment and education unique to the watch community.
The evening segments promise to transform with cultural performances, comedic acts, and a notable closing ceremony anticipated to feature high-profile entertainment, making the ticket prices of £325 for general admission and £895 for VIP access appear justified to many.
Marketing efforts around The Escapement are also gaining traction across social media platforms, aided by influencers with substantial followings—such as Watchanish and Fratello’s RJ Broer.
Key speakers at the event will bring renowned expertise from the watch industry, including Eric Ku, a notable collector and founder of Loupe This, and executives from leading watch houses.
The success of The Escapement hinges on whether there are indeed enough watch collectors willing to attend the event in Abu Dhabi, especially as the global calendar for watch-related events continues to expand. While the potential for engaging programming is present, concerns linger about the feasibility of standing out amid a crowded schedule. However, if successful, The Escapement could serve as a vibrant hub for watch enthusiasts, showcasing creativity and engagement in a lively setting.
With only weeks to go and a region recently affected by geopolitical tensions, the hope is that The Escapement will rise to the occasion, fostering connections among collectors and enthusiasts alike.
