It’s that time again on Madison Avenue.

The luxury venue, transforming into an epicenter for haute horlogerie, launched its sixth annual Madison Avenue Watch Week today. The event runs through April 20 and features classes, presentations and exhibits on the art of watchmaking; retailers and brands exhibiting their newest timepieces for the first time in North America, and special offers at stores along the Avenue from 57th to 86th Streets. Many of the timepieces debuted at Baselworld and at the Salon International De La Haute Horlogerie in Switzerland.

“Madison Avenue Watch Week has become an institution among watch enthusiasts not only because of the excitement generated by all the new timepieces being unveiled to the public, but also for the cooperation among the brands to create innovative programming,” said Matthew Bauer, president of the Madison Avenue Business Improvement District, which organizes Watch Week. It’s sponsored by The Wall Street Journal and supported by the Horological Society of New York.

Among the week’s highlights:

• Fabergé is showcasing its Grand Prix-winning Lady Compliquée Peacock and the men’s Visionnaire Flying Tourbillon watch.

• Chopard has a special collection of high-end watches from Geneva.

• Hublot is hosting a cocktail reception for Aaron Sigmond’s newest book Drivetime: Watches Inspired by Automobiles, Motorcycles and Racing.

• A Tourbillon Retrospective of unique watches will celebrate the 25th anniversary of F.P. Journe’s first Tourbillon.

• Jaeger-LeCoultre is hosting watchmaking classes.

• A. Lange & Söhne has organized a collector’s dinner and a 2016 novelty exhibition with beer and pretzels.

• New timepieces will be unveiled at Asprey, de Grisogono, Frey Wille and Montblanc.

Other companies participating in Watch Week include Asprey, Diesel,  Panerai and Vacheron Constantin.