SIHH, the Superbowl of the watch industry, kicks off next week in Geneva and SHIFTed's Editor in Chief Jacob Sotak will be joining Analog/Shift for on-the-ground reporting.
You might be wondering why on earth would a vintage-watch company bother to travel almost 4,000 miles to attend a trade show for modern watches.
Simply put, we love stories — the whole story at that — and while our audience has come to appreciate our take on history and vintage watches, history doesn't cut off in the '70s or '80s. In fact, the needle of "vintage" continues to move forward, and new classics are born every day. We love everything about the watch world, old and new, and we think it's important to provide opinions and perspectives as brands and manufactures evolve, innovate and reshape the landscape the of the watch world as a whole.
We've had the privelege of attending SIHH as Analog/Shift the past five years, and this year we're excited to enlist SHIFTed for in-depth reporting and storytelling. Rather than dropping breaking news on product reveals like the trade publications (which we're excited to read, too!), we're focusing on opening the experience of SIHH up to the watch-collecting community and peppering in commentary on how we expect this year's exhibition to impact the industry as a whole. We'll also be tagging along with our friends over at RedBar, so keep an eye out for guest posts from the Collector's Perspective.
Don't forget to follow the journey in real time on Instagram @Shiftedmag #SHIFTedatSIHH.
See you in Geneva!