Why Time to Drive Will Redefine the Watch Fair
Time To Drive is launching a three‑day car and watch festival in Miami from November 6‑8, 2026, aiming to blend luxury timepieces with high‑performance automobiles in a cultural‑festival atmosphere. Founded by Lex Borrero and Perri Dash, the event will feature themed destinations such as Icons of Stuttgart, Festival of Champions, and The Collectors Club, alongside talks, immersive experiences, a marketplace, hospitality, and live entertainment, attracting over 4,000 guests daily and showcasing brands like Chopard, Zenith, Jacob & Co., and MB&F. The organizers view belonging as the new luxury, seeking to create genuine communities where watch and car enthusiasts can connect through storytelling, design, and entrepreneurship. By positioning the festival as a “Coachella of watches and cars,” they hope to reach new audiences, especially in the United States, and redefine how the watch industry engages with culture, music, and lifestyle beyond traditional trade shows.
Buying Time Analysis: This story highlights a pioneering cultural festival that merges luxury watches and high‑performance cars, illustrating a shift in how the watch industry engages new audiences and redefining traditional trade shows through immersive, community‑focused experiences.
