f you follow the Italian watch scene, chances are you’ve already heard of Time on Show, the fair dedicated to vintage timepieces. It has just wrapped up its second Paris edition and is preparing for its fourth gathering in Bologna. If not, you may be missing one of the most intriguing initiatives in today’s collector landscape - an event built on three highly respected figures: Pier Luigi Santi, Paolo Borgomanero and Auro Montanari, with Davide Parmegiani contributing as a member of the Time on Show selection committee.

Together, they are the driving force behind Time on Show, an event whose origins lie in an inspired pairing: classic cars and vintage watches. The concept is simple yet powerful — create a highly curated environment where horology meets automotive heritage, and elevate the traditional trade fair into something closer to a refined collector’s salon.

The vision is unmistakable. Partners of excellence — such as Riva Classiche — join a meticulously designed exhibition space and a carefully selected roster of dealers, from Monaco Legend Group to leading international specialists. The goal is clear: present the finest vintage watches in a setting that reflects their rarity, history and value.

An event built on three highly respected figures: Pier Luigi Santi, Paolo Borgomanero and Auro Montanari, with Davide Parmegiani contributing as a member of the Time on Show selection committee.

Since its inaugural edition in Bologna in 2023, the event has received enthusiastic feedback from both dealers and visitors. Quite simply, few places in the world allow collectors to encounter so many rare, high-end and historically significant watches gathered in a single space. Buoyed by this success, the organisers are now looking ahead, exploring new destinations — from Lake Como to New York and Dubai.

Auro Montanari, Paolo Borgomanero, Pier Luigi Santi and Davide Parmegiani.

Behind the scenes, a dedicated team keeps the momentum alive. The project grew out of experiences at BolognaFiere, where the natural affinity between classic cars and watch collecting first emerged. Today, the four founders combine their complementary backgrounds to shape each edition of the show.

Few places in the world allow collectors to encounter so many rare, high-end and historically significant watches gathered in a single space.

But beyond the names and the concept, why should collectors pay attention now?

Pier Luigi Santi emphasises the fair’s particular focus on top-tier collectors, enhanced by the presence of classic automobiles. The result is an atmosphere that is both sophisticated and convivial — a place where passion, expertise and enjoyment coexist.

Paolo Borgomanero puts it differently, describing the initiative as “a matter of education rather than intuition”. Bringing together so many leading dealers under one roof — with the support of Davide Parmegiani, arguably Italy’s most prominent vintage watch specialist — is something rare in the broader market, yet entirely natural within Italy’s deeply rooted collecting culture.

Perhaps the most telling endorsement comes from Auro Montanari, one of the world’s most celebrated collectors. Known for his discretion, he admits he does not usually enjoy being “the face of new initiatives”. Yet the strength of the idea — and the people behind it — convinced him to lend his support.

And if they managed to win his confidence, one might reasonably ask: why shouldn’t we?

Bringing together so many leading dealers under one roof — with the support of Davide Parmegiani, arguably Italy’s most prominent vintage watch specialist — is something rare in the broader market, yet entirely natural within Italy’s deeply rooted collecting culture.