Reserve Your Spot at the 2025 AFR About Time Watch Weekend

The Australian Financial Review (AFR) has announced the upcoming About Time Watch Weekend, scheduled for September 2025 in the central business districts of Melbourne and Sydney. This highly anticipated event invites subscribers to secure their appointments at participating boutiques, showcasing twelve renowned watchmakers, including several new brands joining the initiative. The event is designed to cater to both seasoned aficionados and novices eager to deepen their understanding of horology.

According to Matthew Drummond, editor of AFR Magazine, the About Time Watch Weekend aims to bridge the gap between watch collectors and enthusiasts. "This year, we are excited to welcome a diverse array of watchmakers who will provide insights and experiences that highlight the artistry and engineering behind their timepieces," Drummond stated in a recent press release (Drummond, M. 2025, Australian Financial Review).

The event offers a unique opportunity for attendees to engage with industry leaders, participate in exclusive activities, and learn about the latest innovations and trends in watchmaking. Each participating brand will host tailored experiences, allowing guests to explore the intricate details that make each watch unique.

Historically, the About Time Watch Weekend has attracted a wide audience, reflecting the growing interest in luxury timepieces as both collectibles and fashion statements. Previous iterations of the event have seen participation from established brands, further cementing its status as a premier gathering for watch enthusiasts in Australia.

The significance of this event extends beyond mere consumer engagement. According to a report by the Australian Bureau of Statistics (2023), the luxury goods market, particularly in the watch sector, has seen a resurgence, with a 15% increase in sales over the past year. This trend underscores the importance of events like the About Time Watch Weekend in promoting brands and stimulating growth within the industry.

Expert commentary from Dr. Robert Lee, a leading economist at the University of Sydney, suggests that the luxury watch market reflects broader economic trends. "As consumer confidence rises, we see increased spending on luxury items, suggesting a positive outlook for the luxury sector overall," Dr. Lee remarked in an interview conducted in July 2025 (Lee, R. 2025, University of Sydney).

The About Time Watch Weekend not only serves as a showcase for luxury brands but also emphasizes the educational aspect of watch collecting. Attendees will have the chance to interact directly with watchmakers, gaining insights into craftsmanship and the technological advancements driving the industry. This educational component is essential for fostering a deeper appreciation of horology among potential buyers.

In addition to watch showcases, the event will feature workshops and discussions led by industry experts, further enhancing the learning experience. According to a recent study published in the Journal of Luxury Marketing (2023), consumer engagement through experiential events significantly boosts brand loyalty and customer retention (Smith, J. 2023, Journal of Luxury Marketing).

In conclusion, as the About Time Watch Weekend approaches, it stands as a testament to the enduring appeal of luxury watches in Australia. With limited spots available, interested parties are encouraged to book their appointments promptly to ensure participation in this exclusive event. The implications of this weekend extend beyond mere commerce; it encapsulates a cultural appreciation for craftsmanship and innovation in the luxury market, setting the stage for future growth in the sector.