Salon Exceptional Watches (SEW) is the largest fine watch event in Central and Eastern Europe. SEW returns for the sixth year on October 19-20 in Palace Žofín, Prague. Due to high attendance and addition of brands, this year the event has moved to a larger venue in Prague (unlike Brno in previous years). It is becoming a mini-Basel fair, albeit more successful, less expensive for exhibitors and guests, and offering interactive exhibition and panels for end consumers. Due to the central location, it is easy to get there from Germany, Austria, Slovakia, and central and northern Czech Republic. This year Watchuseek has cooperated with SEW to be an official media partner. As a Watchuseek reader you can take advantage of a discounted visitor pass for the event (details at the end of the post).
Palace Žofín is a historical venue in Prague’s city center, close to the National theatre, Charles bridge. The theater is located on an island which was formed on the Vltava river in the 18th century. A Neo-Renaissance building was constructed in 1836–1837 and named after Princess Sophie (Žofie in Czech), mother of Austrian Emperor Franz Joseph I. The single-story building had a concert hall and social hall and was opened in 1837 with a ball. In 1884 the City of Prague bought the island, including the palace which was rebuilt as a two-story building.
This year SEW hosts both big watch brands, as well as smaller independent brands, from around the globe. Breguet, Bell & Ross, Czapek, Grand Seiko, Jaeger LeCoultre, Junghans, Omega, Sinn, Zenith, and for the for the first time Breitling. Mr. Tobias Mayer of Breitling states, “We are quite satisfied to be here, it’s the first time for Breitling and I have to tell, that people are here really open minded, very interested in our brand and I am quite happy to see such lot of people for the interest and have fun with our brand. I can recommend SEW, because here we have really interesting people who are really interested in the brands, in different brands, so I think all other brands should be interested to be here as well.” You can view the complete list of 44 brands from 8 countries on SEW website.
SEW also offers a good opportunity to network with master watchmakers, CEOs, distributors, retailers, watch collectors, watch enthusiasts, media, and influencers. Mr. Jan Pokorný, Managing Director of SEW, states, “The mission is to increase knowledge about mechanical watches and to support whole market in Central end Eastern Europe. We want to be the largest fine watch exhibition for this part of Europe. We are proud to print our own SEW luxury watch magazine with introduction to exceptional watches, watch brands, and watch makers.”
During the two-day event, few of brands are planning to unveil limited edition watches, both for the global and Czech market. The exhibition encourages guests to try-on the watches and interact with watch experts. Each visitor has an opportunity to vote for Watch of the Year award. There are panel discussions and presentations by industry experts scheduled for Saturday and Sunday. One interesting debate topic is, “What is better, a self-produced or a caliber from ETA or other mass manufacturers?” Ing. Libor Hovorka, watch expert, will present on Big Electronic Revolution – Quartz watches from 1957 to 1977.
Hours of the SEW event:
Saturday: 12:00 Grand Opening, 12:00-18:00 Open for Public, 19:00-23:00 VIP Social Event.
Sunday: 12:00-18:00 Open for Public, 17:00 Announcing of Watch of the Year 2019
The two-day program can be attended by anyone and entry fee is very reasonable. Visitor ticket is 250kc ($11 USD) and VIP ticket (which includes evening gala with drinks and food) is 2,490kc ($106 USD). Our readers can use the code “watchuseek” for a 25% discount on visitor and VIP ticket on SEW website.
Visit SEW website for 2019 detailed event program