he first edition of After Time 2025 by Milano Watch Week brings over 20 emerging and established watch brands together in a relaxed, aperitivo-style setting in Milano.

This autumn, a new chapter in watch culture begins. After Time 2025 is the latest concept brought to you from the creators of Milano Watch Week, which will debut in the heart of Milano from October 3–5, 2025.

Following the success of the inaugural Milano Watch Week 2024 — which drew over 3,000 attendees from more than 30 countries, including collectors, enthusiasts, influencers, football players, and industry leaders — After Time offers a fresh and more relaxed take on traditional watchmaking.

Blending creativity, design, and contemporary culture, After Time offers an immersive and less formal approach to appreciating the evolving watchmaking world.

Think of After Time as the “after” part of Milano Watch Week, a space where the atmosphere is more informal, the connections more spontaneous, and the storytelling more experimental.

While Milano Watch Week brought high-end independent horology into the spotlight, After Time focuses on accessible luxury and new perspectives, with most exhibiting brands offering pieces under €10,000.

The inaugural edition of After Time 2025 by Milano Watch Week will feature a vibrant lineup of 21 watch brands, each bringing its own distinct approach to contemporary horology.

From cult-favorite microbrands to revived icons and future-forward independents, this curated selection showcases the creativity, storytelling, and bold design language defining the next generation of watchmaking.

Participating brands include:

● Arsène Lippens: a young Geneva-based independent brand known for its elegant designs inspired by the past, and crafted for today. Every piece is produced in tiny numbers, adding to its cult appeal.

● Atelier Wen: a microbrand proudly showcasing modern Chinese watchmaking with contemporary designs and locally inspired details, such as featuring handmade enamel or guilloché dials crafted in China.

● Beda’a: an emerging watchmaker creating minimal, modern pieces with an architectural feel and precise mechanical movements. The name Beda’a means “innovation” in Arabic, reflecting the brand’s creative roots.

● De Rijke & Co: an independent Dutch brand known for its rotating cases and creative dials: from playful collaborations like Miffy to the Amalfi series with Champlevé enamel dials crafted in-house.

● Dennison: a revived historic British brand that once made watch cases for Rolex. Today, Dennison combines classic watch design with unique natural stone dials, making every piece one of a kind.

● Doxa: a legendary Swiss dive icon since 1889, famous for its pioneering diver’s watches and iconic bright-colored dials.

● Echo/Neutra: an Italian independent brand offering adventure-inspired tool watches with Swiss movements and functional, clean design. Named after two peaks in the Dolomites.

● Frederique Constant: a well-known Swiss maison celebrated for accessible luxury and in-house movements, with a classic, refined aesthetic.

● Furlan Marri: a Geneva-based microbrand that quickly gained cult status for its vintage-style chronographs. Their very first model won the 2021 GPHG “Horological Revelation” prize after blowing up on social media.

● Louis Erard: a Swiss brand renowned for its creative collaborations: from artistic regulators to partnerships with Alain Silberstein, the brand brings métiers d’art to modern collectors.

● M.A.D. Editions: an offshoot of MB&F, M.A.D. Editions brings playful, limited mechanical watches to a wider audience with bold, kinetic designs.

● Maghnam: this independent brand fuses expressive shapes with refined mechanics; its ultra-thin watches feature bold cases and unique kinetic displays.

● Oris: one of the last true Swiss independents, Oris is known for robust tool watches, dive icons, and sustainability initiatives.

● Ralf Tech: a family owned brand, dedicated to manufacturing robust diving and adventure watches. Today, the brand ventures into space through a new collaboration with CNES, the French Space Agency, with the Space Millenium model that bridges the abyss and the cosmos.

● Raymond Weil: a Geneva-based family-owned brand offering elegant, affordable Swiss watches often inspired by music and the arts. In 2023, their Millesime Automatic Small Seconds timepiece won the Grand Prix de l’Horlogerie de Genève (GPHG) in the Challenge category.

● Seiko: Japan’s pioneering watchmaker, renowned worldwide for its innovation, from affordable classics to cutting-edge technology. Seiko means “precision” in Japanese, and it is the creator of the world’s first quartz watch.

● Serica: a Parisian microbrand focused on stylish, rugged tool watches with vintage military influences and modern refinements.

● Space One: an avant-garde label pushing futuristic design, often exploring sci-fi themes and unconventional case shapes.

● Squale: a historic Swiss-Italian brand specializing in professional dive watches with distinctive vintage case designs. “Squale” means “shark” in Italian and their shark logo has been a mark of dive watches since the 1950s.

● Venezianico: a contemporary Italian brand inspired by Venice’s heritage - look closely and you’ll spot nods to the city’s architecture in the bezel or dial textures.

● Wyler Vetta: a historic Swiss-born brand with strong Italian heritage; known for “Incaflex,” an early shock protection system - now revived with vintage-inspired elegance.

Presented in a welcoming setting just steps from the Duomo, After Time 2025 by Milano Watch Week invites guests to engage directly with the founders, discover new favorites, and experience watch culture in a refreshingly relaxed way.

Via delle Ore 3

A daily exhibition space open to the public (upon registration), located just a few steps from the Duomo, where visitors will have the opportunity to explore the brands shaping the next wave of watch culture. From cult-favorite independent brands to modern legends, including ones inspired by vintage and unusual shapes, and those who represent the most futuristic style.

Terrazza Martini

The iconic rooftop returns this year as the stage for exclusive experiences, from private viewings to curated gatherings reserved for guests, partners, and press. Admission is by invitation only or registration for dedicated activities.