Just a few years ago, some industry experts were predicting the death of large-scale international watch events. But before the year is out, in-person multibrand gatherings are scheduled in New York, London, Hong Kong and Singapore, with the first Milano Watch Week slated to bring 20 luxury watch brands together next month.

Even during August, traditionally the month when luxury watchmaking goes on vacation, there were high-profile events in Geneva and Shanghai, and the first edition of Watch Week Aspen, in Colorado. All of them were open to the public, bringing brands, retailers, media and customers together for exhibitions, panels, new product introductions — and, in one instance, fly fishing.

Why the sudden explosion?

“With the watch industry doing as poorly as it is now, watch brands need to make a lot of noise, to be everywhere,” said Kristian Haagen, a veteran industry commentator and the author of several books on watchmaking. He was referring to the Swiss watch industry’s slowdown, which has included a dip of 2.4 percent in export values year-over-year during the first seven months of 2024. “So they need the watch shows. Everybody’s battling to have enough importance in a super troubled market.”

The organizers of Geneva Watch Days, a five-day fair that began Aug. 29, said their event came at a key time. “Brands understand it’s a big opportunity right before the major gifting season,” said Jean-Christophe Babin, Bulgari’s chief executive. Mr. Babin, along with the heads of Breitling and Ulysse Nardin, founded the event in 2020 after the major watch fairs were canceled in the early months of the pandemic.

This year, the event drew 52 exhibiting brands, up from 39 in 2023. Visitor numbers surged, rising by 70 percent to 13,800, according to the organizers. “The more brands we have, the more members of the public come,” Mr. Babin said.