On September 10th, The WatchPro USA Awards 2025 brought together the best of the American watch industry for an unforgettable evening at the Ziegfeld Ballroom in New York. With the country’s top retailers, brands, and industry insiders in the room, the night was a celebration of innovation, craftsmanship, meaningful collaborations—like the launch of the WOLF x Liberty collection—and the people driving the U.S. watch market forward.
Hosted by ITP UK’s Lee Cashman, with Jeffrey Cohen, President of Citizen Watch America, and Simon Wolf, CEO of WOLF 1834, joining him on stage, the event recognized winners across 28 categories. These ranged from independent retail achievements to global brand excellence. The judging panel included WatchPro’s own editorial team alongside leading voices in the industry, such as journalists Robin Swithinbank, Laura McCreddie-Doak, and Worn & Wound co-founder Zach Weiss.
Sarah Merians Photography
Among the night’s most notable accolades: Cartier was named Prestige Watch Brand of the Year, and Patek Philippe took home Luxury Watch Brand of the Year. Both brands continue to represent the pinnacle of design and horological heritage, resonating with collectors and newcomers alike. Now, while I’ve always been more of a jewelry enthusiast than a watch aficionado, being surrounded by such horological excellence was a whole new experience. Let’s just say I left with a new appreciation—and a serious case of watch envy.
As someone whose jewelry is often tossed into trays or tangled up during travel, one of the most exciting parts of the night for me was the debut of the WOLF x Liberty London collection. These are not just organizers—they’re heirloom-worthy pieces in their own right. The collection was introduced in style at the WOLF afterparty, where guests mingled, sipped cocktails, and had the chance to explore the collaboration up close. It was hard not to appreciate the artistry behind each piece.
This year, Liberty celebrates 150 years, with its in-house studio continuing to bring over 60,000 archival prints to life—honouring Arthur’s vision of curated beauty and cultural collaboration. The WOLF X LIBERTY collection celebrates the shared values of these two iconic British brands: timeless design, expert craftsmanship, sustainability, and innovation. The collection includes a range of products designed to elevate everyday jewelry and watch storage.
Standouts include the WOLF x Liberty All Over Ianthe jewelry box—a bold, fully embossed design featuring Liberty’s iconic Art Nouveau motif—and the more subtly detailed WOLF x Liberty Ianthe, with a classic exterior and soft printed lining. The Ianthe design, originally created by French artist René Beauclair around 1902 and adopted by Liberty in 1967, remains one of the brand’s most enduring signatures. For those drawn to floral design, the WOLF x Liberty Julia Interior Print line offers a sage-toned exterior with a charming 1930s-inspired print sourced from the Liberty archive. Originally printed at the historic Merton Print Works, the Julia motif has been reimagined in a soft pastel palette exclusive to this collaboration.
Each piece in the collection is handcrafted using sustainable, bio-based materials and finished with gold or silver-toned hardware. Inside, WOLF’s patented LusterLoc™ technology protects jewelry from tarnishing for up to 35 years—bringing innovation to timeless design. This collaboration unites WOLF’s commitment to functional luxury with Liberty’s rich design heritage, reinterpreting archival prints in a modern, elevated form. It’s a true meeting of craft and culture—where British legacy is given new life through pieces that are not only beautiful but purposeful.
“We were thrilled to have the opportunity to collaborate with Liberty. Together we have created a collection which honours the heritage of both brands and introduces WOLF’s patented innovations and our focus on using more and more bio-based materials,” says Simon Wolf, CEO, WOLF. “This collection is about more than looking after your jewelry; it’s about storytelling through timeless, sustainable design.”
“The WOLF X LIBERTY collection celebrates collaboration, craftsmanship, and thoughtful curation. As a designer, I was particularly inspired by the metalwork and jewelry of Archibald Knox, a renowned figure in Liberty’s design legacy, as well as by our founder Arthur Lasenby Liberty’s deep-rooted passion for collecting decorative objects, textiles, and curiosities. The iconic ‘Ianthe’- a Liberty design in the Art Nouveau style from the early 20th century- has been carefully engineered and embossed onto sustainable leather. Alongside it, the 1930s-inspired floral print ‘Julia’ brings a nostalgic, quintessentially Liberty feel to the collection.” Pere Bruach, Design Manager at Liberty.
After a night surrounded by the best in watches, I left inspired—not just to upgrade my timepiece game, but to finally give my jewelry the home it deserves.
