liver Smith opened his first boutique in Newport Beach, California, relocating shortly after to make Scottsdale the base for his jewellery business. Now an institution in the Arizona city, with several stores, he represents brands such as Cartier, Panerai and Omega.

“I grew up in this environment,” explains Elizabeth Smith, his daughter, whom we met at Watches and Wonders in Geneva. “I clearly remember the first watch brand my father represented in Scottsdale: it was Raymond Weil in the early 1990s. This was followed by Cartier, Boucheron, Panerai, Roger Dubuis, Parmigiani, Bremont, Norqain, Arnold & Son and Gerald Charles, as well as the entire pre-owned segment.”

Elizabeth Smith

Elizabeth was working in tech, in San Francisco, when her father called with an opportunity: to take over management of the Panerai boutique in Aspen, the upscale ski resort in Colorado’s Rocky Mountains. “He convinced me to join the family business,” she continues. “After the Panerai boutique, we opened a multi-brand store in Aspen, in the same historic building.”

In June, Oliver Smith opened an Omega boutique at 400 East Hyman Avenue, in the heart of Aspen, in time for the resort’s lively summer season and just ahead of the second edition of Watch Week Aspen, in early August.

Ever dreamt of hiking with adventurer Jimmy Chin, ambassador of British brand Bremont? It’s possible during Watch Week Aspen.

Elizabeth Smith explains the thinking behind Watch Week Aspen: “The complexity of working in Aspen comes from the seasonal nature of tourism. We wanted to think of a way to attract people by having boutiques, which might compete the rest of the year, collaborate for this occasion.”

Much like Geneva Watch Days, the event takes place across several locations, is entirely free and open to the public, with minimal overhead costs: “No one needs to build anything, we animate our different spaces and benefit from the support of the Aspen Chamber of Commerce. Last year, we had visitors from all over the country. Brands invite their clients, we conduct promotional campaigns and advertise on social media. This puts Aspen on the horological map in the USA.”

Visitors to the second edition of this summer festival, from August 7 to 9, 2025, can join a hike with adventurer and Bremont ambassador Jimmy Chin, discover Omega’s anti-magnetic technology in action, enjoy an Italian coffee at Gerald Charles, attend a talk on the future of retail with Audemars Piguet, and even play pickleball with Norqain. The perfect mix of watchmaking and adventure in the heart of the Rockies!

Brands and partners participating in Watch Week Aspen 2025:

A. Lange & Söhne, Arnold & Son, Audemars Piguet, Avi & Co., Betteridge, Bremont, Gerald Charles, Glashütte Original, H. Moser & Cie., IWC, Meridian Jewelers, Moritz Grossmann, Norqain, Oliver Smith Jeweler, Omega, Zenith

For more information, visit watchweekaspen.com.