Wound Up: A Conversation with Phil Dade

There’re watch collectors and then there is Phil Dade. Not only has he amassed an enviable collection of watches, he's also been instrumental in bringing new retail options to Utah with Mountain Time Watches and Fine Jewelry, and more recently founding the Deer Valley Watch Week, which is happening July 9th-12th, 2026.

HS-U had the pleasure of sitting down with Phil recently to explore his passions and what's next from "Utah's most interesting watch collector."

HS-U: Phil, thanks so much for taking the time to speak with HS-U. Hosting an interview at a bar with the USA playing their World Cup match against Australia might not be the best setting for something like this, but you can definitely feel the excitement. I'd also say there's a lot of excitement in the world of watches as well, especially here in Utah. Before we get to that, can you describe how you got into watches - was there a seminal moment that started this journey for you?

Phil: Thanks so much! I really appreciate the opportunity to share my story and you're right, there's a lot of great things happening right now in Utah that are really exciting, to start, there were two moments that cemented watches that were going to be part of my life. The first was in the early 2000's when I was gifted a Panerai Regatta from my (at the time) girlfriend's father. I was in high school at the time, so having something like that made a huge impression on me.

HS-U: That's an incredible gesture! Not every high schooler has had that experience.

Phil: Yes, it was, but he also ran a watch store in Newport Beach, so he definitely had access. Even still, I'll never forget how wearing that 1st watch made me feel. Ironically, the next moment wasn't until over 20 years later and included another Panerai. I was in New York and had just closed on an important business deal and decided that buying a watch to celebrate was really what I wanted to do.

HS-U: 20 years is a long time. What made that second Panerai purchase so significant?

Phil: Buying the watch was a special moment but what followed is what really accelerated my passion for the industry, the people, and the places that make watch collecting so interesting. After buying the watch, Panerai contacted me and asked if I'd be interested in attending Watches and Wonders in Geneva, Switzerland. I had to pay my own way, but they set up different events, meet and greets with industry leaders, and of course the show itself. I think from that single experience, I came home with 4 or 5 more watches. I was hooked, but not in the traditional collecting sense. What I discovered was that the relationships and people involved, and the experiences that I could have through those relationships are what really drives me.

The watches are awesome, don't get me wrong, but they are objects that connect the people together. Since then, I've been blessed to be invited to meet with brand CEOs for dinner, attend crazy events like Formula1 races, and meet other collectors from across the globe. A lot of collectors believe it's about the money, and yes, that does play a part, but I've been able to obtain watches simply by just showing up - showing up to a watch meet up, stopping by a boutique and getting to know the reps, and just genuinely being a nice person.

HS-U: Completely agree! Let's talk a little about Mountain Time and where you see it in the landscape of Utah watch retail.

Phil: Of course. Mountain Time was the brainchild of a former local watch retail exec that was looking to do something different. When he approached me, I thought the concept could fill a void in the current market - something that focused on independent, high horology watch making. There's obviously a passionate community in Utah, and we've seen higher and higher interest in different brands, price points, and retail options. We felt like independent brands that were doing really unique stuff were underrepresented and the opportunity to showcase those at an establishment like the Montage Deer Valley was a perfect fit. They really set the bar for luxury hospitality and being able to align with their brand was really attractive.

The other goal was to think about retail differently. We wanted to establish a different way of selling and we wanted to create lasting clients with true watch enthusiasts through relationships, not wait lists. The store showcases a wide range of brands offering their latest releases, but we also have a lot of incredible pre-owned pieces you can't find anywhere else. There’s really something for everyone.

HS-U: We can't wait to check out the store when we are up there for the Deer Valley Watch Week! Talk to us about the event and why you decided now was the time to do it.

Phil: As I mentioned earlier, I've had the opportunity to attend a lot of different watch events all over the world. Many focus on larger cities and don't include much programming outside of visiting a boutique or store for a happy hour. We wanted the Deer Valley Watch Week to feel more curated and if you look at the itinerary, I think you'll see we've got something that will appeal to everyone, not just die-hard collectors. We've got Ted talk style presentations, brand showcases, industry experts, social media icons, and even time dedicated to other collecting pursuits like artwork and cars. Every detail has been thought out with the goal of making the event not the biggest but the most intimate.

HS-U: We are really excited to take part in the event (if you're reading this, make sure you stop by our booth and say Hi!). When you look at the people involved, you must be proud of the support you are receiving given this is the first time the event is being put on?

Phil: Absolutely. A lot of it is a result of the relationships we discussed earlier. Without those, I am not sure how we pull this off. The schedule is unlike anything else out there. We have senior leaders from GP [Girard-Perregaux], AP [Audemars Piguet], Norqain, Philips Auction house, Ulysse Nardin, and even Watch Miss GMT herself, Erika Ratini MCing the event. To hear from these insiders directly is such a great opportunity for our attendees. The other thing we wanted to accomplish with the event is to give our guests a break from all the watch talk. We have sessions focused on art collecting with Meredith Marks and a chance to drive luxury cars through the iconic Wasatch Mountains surrounding Park City. Combine all this with great food, drinks, and conversation, I am not sure how you really top it!

HS-U: Sounds amazing. We're sure it's going to be a huge success. As we wrap up, what's next for Phil Dade? By the looks of it, you're just getting started and even though you're already involved in a ton of things, what is on the horizon in your collecting journey?

Phil: There're definitely watches that I've got my eye on, but I love investing in people. What interests me the most is being a patron or benefactor of people doing really cool things, not just a consumer looking to acquire another watch. The watch itself is certainly the reward, but to help a watchmaker realize their dream is so rewarding. Recently, I had the opportunity to connect with Didier Cavasino. His story is familiar - Swiss watchmaker that gained experience at some of the great maisons, now doing his own thing. The rewarding aspect of this connection is, I've been able to introduce Didier and his brand to many of my relationships in the watch community and a lot of them have purchased his watch, which further enables his passions. He only produces 50 or so pieces a year, so having my friends and connections purchase from him really feels like we are investing in his future.

HS-U: Well Phil, we can't thank you enough for being a part of the Society and for your work to put Utah on the horological map. It was great talking to you and we're looking forward to what's next!

Phil: It's my pleasure and thank you to the Horological Society of Utah for bringing the watch enthusiast community in Utah together!

PS USA wins 2-0!!!!