The Rise of Watch Clubs: What’s the Point in 2025?

Not long ago, if you wanted to talk watches with someone, your options were limited: visit a boutique, lurk on online forums, or hope your dinner companions didn’t zone out when you mentioned “power reserve” or “tourbillon.” But things have changed. Today, the watch club scene is booming, both online and in person.

From New York to Singapore, London to Dubai, there’s been a surge in collector meetups, private previews, enthusiast-led communities, and intimate dinners. These gatherings range from casual pub nights to structured memberships offering curated events and access to limited editions. In an era dominated by Instagram comments and YouTube unboxings, why are watch clubs not just surviving, but thriving?

Connection Over Content

A big reason is simple: the human element. As watch collecting has become increasingly digital, many enthusiasts have felt something missing. Online spaces rarely replicate the feeling of someone handing you their watch across a table and explaining why it matters to them.

Chris Horrocks, head of the Manchester chapter of RedBar UK, believes the success of their group comes down to camaraderie. “We have a really engaged group of collectors who are always interacting, not just about watches, but about normal stuff too,” he said. “It really drives the community.”

The social aspect often matters just as much as the horology. “Most people are looking for a good social space and the chance to catch up face to face with friends they’ve only known through social media,” Horrocks explained. “I spend most of my time at our meetups not even talking about watches.”

That laid-back vibe helps foster an inclusive, hype-free atmosphere. “One of my favorite things about RedBar is how you can bring a £20 watch or a £20,000 watch and get the same reaction,” he said. “We really emphasize that price is irrelevant when it comes to collecting.” These aren’t places for flexing—anyone showing up just to show off probably won’t be invited back.

Instead, the focus is on genuine appreciation and discovery. Members regularly encounter watches they’ve never seen in person before, whether it’s a niche £500 microbrand or a six-figure independent piece that rarely leaves a private collection. “You don’t know if you like a watch until you have it on the wrist,” Horrocks said. For many collectors, that kind of hands-on variety is the best way to figure out what truly resonates.

More Than Just a Meetup

Collective Horology began as a community-driven project, but it now operates as a full-scale authorized retailer. Despite that growth, the original spirit of community remains at the heart of the business.

Asher Rapkin, who co-founded Collective Horology with Gabe Reilly, says that grassroots engagement is essential—especially when it comes to independent watchmakers. “Indies are almost always rare,” Rapkin said. “There just aren’t that many examples out in the wild. Without community, it would be incredibly hard for collectors to go hands-on.”

He believes traditional retail models don’t work well in this space. “It’s almost impossible to stock the full line from an indie brand—there just aren’t enough watches. Community fills that gap.”

That philosophy informs Collective’s entire strategy, from retail to events. “Bringing collectors together with us and the brands we represent creates opportunities for discovery and builds real relationships.”

Their annual Open House event in Los Angeles is a perfect example. The next one, taking place June 7th, will gather collectors, watchmakers, and enthusiasts around a shared passion for horology. It reflects a broader shift in how collectors define value.

“Access is the greatest luxury,” Rapkin said. “It’s not just about owning the watch—it’s about the experience around it. Talking directly with watchmakers, handling their full range, and spending time with fellow collectors is, for us, a form of luxury that goes beyond the trappings of traditional high-end retail.”

Are They Worth Joining?

Not every club will be right for every collector, but the best ones are driven by people, not profit. How do you know if a club’s for you? Go to a meetup. You don’t need to join anything formal, many groups host open events. Local RedBar chapters or boutique-hosted dinners are great entry points. Even a conversation at a watch fair can be the start of something.

The Bigger Picture

In many ways, the rise of watch clubs is a response to how collecting culture has evolved. Hype and social media have changed the tone, but clubs offer something different: community, conversation, and shared passion. It’s about coming full circle, remembering what made us fall in love with watches in the first place.

So, what’s the point of watch clubs in 2025? Maybe it’s not just about the watches. Maybe it never was.