How can watchmaking expertise be passed on, the icons of tomorrow created, and the expectations of increasingly well-informed consumers met? These questions drove the second edition of the FHH Watch Summit, organised by the Fondation Haute Horlogerie (FHH) at NeueHouse Madison Square in New York. Against a backdrop of rising prices and shifting purchasing habits, the discussions highlighted the industry's need to combine technical excellence and cultural openness with a renewed approach to customer relationships.

The first round-table discussion highlighted the growing market need for qualified watchmakers, as well as the importance of fostering knowledge among both professionals and enthusiasts to ensure a deeper understanding of the intricacies of watchmaking. This ambition is being realised through a partnership between the FHH and the Gemological Institute of America (GIA): starting in March 2027, the GIA campus in Carlsbad, California, will host the Foundation’s watchmaking training courses.

From the Cartier Tank to the Heuer Monaco, the second discussion examined the mechanisms that allow certain models to stand the test of time. While brands can certainly cultivate their renown, their status as icons depends above all on how they are embraced by collectors, celebrities, and enthusiast communities—whose influence is now amplified by social media. This discussion also raised the question of the scope for innovation given the enduring success of historic models.

Movement quality, finishing, complications, and materials are not enough to explain the emotional attachment to a watch. The third round-table discussion highlighted the importance of the emotional dimension in a market where rising prices are prompting new questions. The rise of micro-brands, the growth of the secondary market, and increasing demands for transparency are also prompting brands to rethink their customer relationships.

As the leading destination for Swiss watchmaking, the country also plays a pivotal role in the industry’s global reach. "The Swiss excel at crafting extraordinary watches. American collectors, for their part, excel at the art of integrating them into their culture," noted actor and collector Fred Savage. Specialist media, retailers, and collector communities now play a vital role in broadening the audience for the allure of watchmaking.

The day concluded with "A Talk With New York," an event designed to explore New York’s watch culture. Design, art, fashion, jewellery, and vintage watches fuelled a discussion on creative freedom and new expressions of the passion for watchmaking.

By fostering dialogue among professionals, enthusiasts, and figures from other disciplines, this second edition of the FHH New York Watch Summit reaffirmed the Foundation’s commitment to a watch culture that is open, accessible, and forward-looking.