Tell me if this sounds familiar: you’re perusing the internet late at night or scrolling through your Instagram feed, when you spot a good-looking watch from a brand you’ve never heard of before. You quickly realize you’ve discovered a new microbrand, and while you’re tempted to make a purchase, you also don’t want to drop a large chunk of change on a watch you’ve never even seen in person before.
Speaking about these microbrands, Park said, “the number one complaint is that [potential buyers] would like to see them in person instead of just pictures. So, we saw an opportunity to bring together enthusiasts, brands, and media.”
Park was looking for a way to bring together enthusiasts, brands, and media so that all could appreciate and give attention to microbrands that often feel like they live only on the internet. This led to the hosting of the first MicroLux event, LAmicroLux, in April of 2019. The event was a resounding success, featuring 24 micro and boutique brands showcasing and selling their watches over a two-day period, in addition to a sold-out, RSVP-only keynote from the founder of aBlogtoWatch.
With demand clearly there, microLux quickly started looking for its follow up act. Looking around the country, they saw an opportunity to bring an event to Chicago — a city with a great watch community but with a noticeable like of an annual watch industry event.
The micrLux team quickly started gearing up for a fall Chicago event, which will be hosted October 18 and 19 at ArtSpace 8, a contemporary art gallery and event space located in the 900 N Michigan Avenue Shops. The event is free to all guests; just pick up free tickets on the website.
Images from LAmicroLux in April 2019; microLux will build on the success of its LA show by hosting its second event in Chicago this October. | images courtesy of microLux
As a sign of the event’s success, many of the brands that showcased at LAmicroLux will also be at microLux Chicago in October. So far, about 35 brands (full list here) have been announced as exhibitors at microLux Chicago, but more announcements are on the way as the event approaches. These include larger brands like Oris, Perrelet, and Laco, all the way down to popular microbrands like Monta and Tsao.
Some of the watches on display at LAmicroLux; many of the brands that showcased in LA will also be in Chicago. | images courtesy of microLux
In addition to showcasing watches from these brands, Park says that the “educational element is key.” That’s why, in addition to the exhibition space, microLux will be hosting a day-long AWCI Build a Watch Class, during which participants will be able to assemble a Swiss-made ETA 6497 movement. Like LA, the microLux team is also considering hosting a keynote speaker from the watch industry at the Chicago event.
microLux Chicago promises to be an exciting opportunity for enthusiasts and collectors of all types to meet brand ambassadors, peruse watches in the metal, and interact with other enthusiasts who share an equal passion for watches.
microLux Chicago will be hosted at ArtSpace 8 at 900 N Michigan Avenue on October 18 and 19. For more information, visit the event’s website at lamicrolux.com. You can also check out video from LAmicroLux here.