From FounderFest to Full Throttle: A Week of Watch Culture and Precision

FounderFest: A Global Watch Fair Reimagined

This week marks the launch of one of our most ambitious projects yet: FounderFest. After eight months of intense work by the entire USASHOP Watches team, and collaboration with some of the most exciting microbrands, we're ready to celebrate independent watchmaking on a global scale. Over the coming weeks, expect YouTube content, editorial features, a physical magazine, and a weekend of events across our Studios in Melbourne, London, and New York City in September. It's all designed to honor watch culture, music, and the founders behind the brands we love.

What to Expect at FounderFest

On September 19–20, our Watch Discovery Studios will come alive with independent watchmaking, live music, founder conversations, and the debut of seven exclusive Studio Editions. Created alongside Awake, Baltic, Beaucroft, Dennison, echo/neutra, Furlan Marri, and Serica, each watch reflects the music and culture that inspired its founder. Whether you attend in person or follow online, you'll enjoy exclusive videos, editorial coverage, and a limited-edition print magazine (also available digitally). Tickets are now available for all three Studios—secure your place via thefounderfest.com.

Full Throttle at Silverstone with Tissot

Last weekend, USASHOP Watches joined Tissot at Silverstone for the British round of MotoGP, spending time in the paddock with the championship's Official Timekeeper. Tissot's role goes far beyond sponsorship: since 2001, they've timed every session, and their name is synonymous with the Sprint races. Walking through the paddock, you see giant timing displays, branded clocks, and a world that lives by precision. In a sport where victories are decided by hundredths of a second, accuracy isn't just appreciated—it's fundamental.

I also got closer to the bikes than ever before. Panning a MotoGP machine through Silverstone's high-speed corners is far more challenging than photographing a chronograph under studio lights, but the sense of speed is incredibly rewarding to capture. These bikes are engineering marvels: carbon fibre aero, titanium exhausts, and every gram scrutinized. They remind me of a high-end mechanical movement—layers of levers, springs, and precisely machined components working in perfect synchronisation. Both represent masters of precision engineering pursuing marginal gains through obsessive attention to detail.

Watching that engineering unleashed while the company responsible for measuring every fraction of every lap looked on was a fitting reminder of why Tissot and MotoGP have been natural partners for over 25 years. When everything revolves around precision, it's hard to imagine a better match.

Tom's Take: Not Every Watch Needs to Be an 'Everyday' Watch

I often use the phrase 'everyday watch' as shorthand for something versatile and comfortable. But I think we've become too obsessed with finding the perfect all-rounder. Some of the most interesting watches this year are decidedly not everyday pieces—and that's why they're memorable. The Serica Ref. 1174 is unapologetically elegant, while Echo/Neutra's tiny Rivanera Piccolo asks you to embrace proportions many would dismiss. Neither was designed by committee to appeal to everyone, and both are stronger for it.

Not every watch has to disappear under a cuff or become your one-watch collection. It might suit only certain occasions, outfits, or moods. That's not a weakness; it's personality. I'd rather see brands produce watches with a clear point of view than chase universal appeal. The watches we remember most are rarely the ones that tried to be everything to everyone.

Wrist Shot of the Week: Andrew Morgan's Fears 'Ultimus'

Andrew Morgan, known for his distinctive watch photography, shared shots of his new Fears Brunswick 40.5 Jump Hour 'Ultimus' collaboration piece. This limited farewell edition gives the Jump Hour platform its most adventurous dial yet, blending Art Deco inspiration with modern construction.

Shop Pick: Christopher Ward Trident 30×30 Limited Edition

Christopher Ward has a history of great-value dive watches, but the new Trident 30×30 has extra purpose. Developed with the Blue Marine Foundation, it's the fourth watch from a collaboration that has raised hundreds of thousands for ocean conservation. £30 from each watch supports the charity's goal of protecting 30% of the world's oceans by 2030.

Limited to 500 pieces, the 41mm Trident pairs a proven dive platform with a vibrant parrotfish-inspired blue wave dial and a coral-red seconds hand. It's colourful without being loud, striking without losing versatility. Under the surface, it's the first in the current dive lineup to feature the new Sellita SW200-2 Power+ movement, extending power reserve to 65 hours. With 200m water resistance, a choice of Aquaflex rubber straps or the Bader bracelet, and eco-conscious packaging from recycled bamboo and seaweed, it's a dive watch with strong specs and a compelling story.

The Trident 30×30 is available to preorder from the USASHOP Watches Shop. Price: €1,175/US,250/£895 (rubber), €1,385/US,475/£1,060 (Bader bracelet).

Our Favourite Coverage This Week

We've been exploring Citizen's Eco-Drive history for its 50th anniversary, from the 1976 Crystron Solar Cell to today's one-second-per-year accuracy. Also, a head-to-head between the Omega Speedmaster Moonwatch and the Snoopy edition, plus a look at the Watch Ho & Co(mmunity) x Selten Yum Cha collaboration. Enjoy your weekend!