Folks were then ushered into the first floor’s main hall, where they were welcomed by an always cheerful Christopher Ward team, backed by impressive floor-to-ceiling graphics showing off their ongoing prowess with mechanical movements. An additional 25 brands populated that hall with Shinola’s immersive retail lounge anchoring the first of two levels. It was Shinola’s first time as a Lead Sponsor at Windup and they made it abundantly clear that the enthusiast audience is a priority for them!

Before attendees made their way upstairs, they were welcome to pop into one of our several free panels with industry experts and snag a cocktail at the full Bruichladdich Bar. Once they’d weaved their way to the secondary level, guests were greeted by both the Brew x Birch Coffee lounge and the Oris booth where their brand new Oris Divers Date made its worldwide debut. Before entering the main hall on the second floor, where another 90+ brands awaited them, guests were taken through 50 years of Casio—an installation cataloging the brand’s iconic history, which added one of those audible wow moments to the experience.