After several years of hiatus, the AuroChronos Festival is back. The show will take place in Warsaw on May 17th and 18th 2025.
As some of you know, I participated in the last three editions, both as a brand representative and as a jury member.
To give you a little more context, initiative of this festival came from two friends who love watches. Maciej Mazurkiewicz – a professional doctor specializing in oncology, and Paweł Zalewski – a translator and lecturer with over 13 years of experience in business training.
The first edition took place in 2017, and as I said at the time: « I have participated in a lot of watch events but honestly, Aurochronos is in the top 5. The crew was really cool and everything has been well organized.«
I’m convinced that this 2025 edition in Warsaw will be exceptional, and I’m really looking forward to it.
Of course, Watchisthis is once again a media partner of the festival, so I’ll be sure to share any news about the show with you.
To begin, here’s an interview with Pawel Zalewski, the festival’s founder.
Could you tell us a bit about you and about your story with watches?
My passion for watches began long before I ever thought of organizing a festival. Like many enthusiasts, I started with curiosity—exploring different brands, movements, and designs. Over time, with the first watch of a Polish brand G.Gerlach I got as a present, this curiosity turned into something more—an appreciation for craftsmanship, independent watchmakers, and the stories behind each timepiece. My journey eventually led me to co-found AuroChronos, a festival dedicated to independent brands, where I could bring watch enthusiasts and creators together.
Before COVID, you had already organized this festival three times. When did the idea to restart the adventure came to you?
The idea never really left. Even when we had to cancel the 2022 edition almost at the final streach of preparations, I knew AuroChronos wasn’t over. The real push to restart came during conversations with brands and watch enthusiasts. Their encouragement, combined with my own motivation, made it clear that there was still a strong need for an event like this.
Why did you choose to do it Warsaw while before it was in Lodz ?
Warsaw offers a different dynamic. It’s a central, well-connected city with a strong cultural and business scene, which helps attract both exhibitors and visitors. Mysia 3, our venue, also has a unique history and atmosphere that perfectly fits the spirit of independent watchmaking. It’s a place that naturally elevates the experience of showcasing fine watches, ensuring that every detail gets the attention it deserves. Unlike large convention halls, Mysia 3 offers a curated, boutique-style atmosphere, which aligns perfectly with the festival’s philosophy.
Can you tell us where the name Aurochronos comes from?
The name AuroChronos is a fusion of two symbolic elements that represent the festival’s core values:
AUROCHS – Inspired by the extinct wild ox, known for its strength, freedom, and perseverance, this symbolizes the resilience of independent watchmakers. Competing in a market dominated by industry giants requires determination, and just like the aurochs once roamed freely, independent brands bring diversity and individuality to the world of horology.
CHRONOS – In Greek mythology, Chronos is the god of time, often depicted with an hourglass as a reminder of its fleeting nature. This part of the name reflects a deep respect for traditional craftsmanship, small independent manufactures, and the unique artistry that stands the test of time.
AuroChronos Festival celebrates independent watch brands that preserve the spirit of fine watchmaking while daring to innovate. It’s a place where heritage and modern creativity coexist, giving watch enthusiasts the opportunity to discover unique timepieces and meet the passionate creators behind them.
Do you think you could develop the concept in other cities?
The idea has certainly been discussed, and I won’t rule it out. Independent brands deserve more visibility, and if the opportunity arises to bring AuroChronos to another city or country, I’d love to explore it. But right now, the priority is to make this Warsaw edition the best it can be.
Is the show only for microbrands? If yes, why?
AuroChronos is not strictly for microbrands—it’s for independent brands. That distinction is important. The festival brings together watchmakers who are not part of the large corporate groups but instead focus on original designs, craftsmanship, and personal engagement with their audience. We carefully curate the mix of exhibitors, ensuring that visitors can discover both small, emerging brands and well-established independents. This balance makes the festival exciting, diverse, and unique.
To whet our appetites, can you give us some names of participating brands?
Absolutely! This year’s lineup features an exciting mix of brands from Switzerland, Germany, the UK, Poland, and beyond—each bringing something unique to the table. From heritage-inspired designs to cutting-edge innovations, there’s something for every watch enthusiast. The full list is regularly updated on our website, and we’re still finalizing some last-minute additions, so stay tuned for even more exciting names to come!
How many brands will participate in your next event in Warsaw?
We’re expecting around 40 brands, a number primarily limited by the venue capacity rather than interest. The demand is significantly higher, and while we’d love to accommodate more, we focus on maintaining an intimate atmosphere where visitors can truly connect with brands. The lineup includes a mix of returning favorites and exciting newcomers, ensuring a diverse and engaging experience.
Is there one or more brands that you have never seen in real life and are excited to discover?
There are certainly some that I know but I have not seen in real life yet. What is even more interesting, at least from organizer’s point of view, is the fact that there will also be premieres of completely fresh brands – unknown to general public. We also expect some exciting news from publishing world.
During the first editions of the festival, I remember being a judge for your Aurochronos Awards. Are you going to recreate the Awards and can you explain how it works?
Yes, the AuroChronos Awards are back! The awards celebrate excellence in independent watchmaking and are judged by an expert panel. This year, we’ve selected five key categories:
Grand Prix – recognizing the overall best independent watch of the festival
Best Men’s Watch – celebrating outstanding timepieces for men
Best Women’s Watch – honouring exceptional women’s watches
Innovation Award – highlighting groundbreaking advancements in watchmaking
Craftsmanship Award – rewarding exceptional artistry and finishing
There will also be a special audience award, where festival visitors can vote for their favourite watch, ensuring that the public has a voice in recognizing excellence.
From your experience, what makes your events so special?
AuroChronos attracts a diverse audience—seasoned collectors, enthusiasts, and even first-time buyers looking for something unique. Many of our visitors appreciate craftsmanship and want to support independent watchmakers who bring fresh ideas to the industry. The festival also draws the attention of local distributors, making it a key networking opportunity. In fact, several brands that initially exhibited without representation in Poland have since found their distributors through AuroChronos, proving that it’s not just a showcase, but a gateway to new market opportunities.
How many visitors did you have during the previous edition?
The last edition saw around 1,500 visitors. With the festival’s return in a new city and venue, we expect even greater attendance this year.
In your opinion, what is the profile of the visitors of the show?
AuroChronos attracts a wide range of visitors—from seasoned collectors and watch enthusiasts to newcomers looking for their first unique timepiece. We also welcome local distributors, journalists, and content creators interested in discovering fresh, independent brands. Many attendees appreciate craftsmanship and want to engage with watchmakers directly, learning about their inspirations and design processes. Notably, several brands that started without representation in Poland have successfully connected with distributors at our festival, making AuroChronos a key networking event in the region.
Social networks are really important for microbrands. Can you explain to us what is your strategy to highlight the brands that participate in your events?
We put a strong emphasis on promotion before, during, and after the event. Each participating brand receives dedicated social media exposure, including custom posts, assets, and spotlights across our platforms. Additionally, we collaborate with Zegarki i Pasja, one of Poland’s leading watch media outlets, to publish dedicated articles about selected exhibitors. This ensures visibility beyond the festival itself. Our goal is to give independent brands the exposure they deserve, helping them reach both local and international audiences.
Now and more generally, what are your plans for the future? Do you think of developing the event to make it even bigger?
Absolutely! The 2025 edition marks a strong return for AuroChronos, and we’re already planning the next steps. While keeping the festival’s intimate and interactive nature, we aim to expand its reach. We’re considering additional events that cater to a broader audience, including a possible autumn show with a slightly different focus. Brands interested in future editions can already reach out to us, as we’re always looking to create meaningful opportunities for independent watchmakers.
Aurochronos will be held in May, do you already have plans for a future event after this one?
For now, our full focus is on making this edition of AuroChronos a fantastic experience. However, we’re already planning the next year’s edition, and there’s even a possibility that autumn could bring a slightly different watch event as well. If any brands are interested in learning more or securing their spot early, feel free to reach out—I’d be happy to discuss the details!
What aspects of your events you think people should know more about?
Many people assume that watch festivals are only for collectors or industry insiders. In reality, AuroChronos is open to anyone interested in craftsmanship, design, and innovation. It’s a place to learn, explore, and connect with passionate creators.
This year, we’re adding even more interactive experiences! Visitors will have the chance to purchase watches directly from brands, discover new releases and premieres, and get hands-on with some truly unique timepieces. We’re also introducing a photo corner in collaboration with a renowned watch photographer & blogger, where attendees can capture their favorite watches in the best light.
For families, we have something special—a field game for children, turning their visit into a fun and engaging adventure.
AuroChronos is more than just an exhibition—it’s an experience for everyone who loves watches, whether you’re a seasoned collector or just starting your horological journey!
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
Yes, though my collection isn’t built around prestige—it’s built around stories. I appreciate independent brands that offer something different, whether through unique mechanics, bold design choices, or a compelling narrative. To me, a watch is more than just a timepiece; it’s a reflection of the people behind it—their passion, creativity, and dedication. In the end, we connect with the creators long before we decide to buy their watches.
That said, as much as I’d love to own them all, unfortunately, watches aren’t like Pokémon—you can’t catch them all!
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Jonathan Kopp
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