After Hong Kong, a European Chapter for The Horology Club

The Horology Club, founded in Hong Kong and boasting around 800 members, is now expanding with the creation of a European chapter. This is an opportunity to have a conversation with the founder of The Horology Club Europe, Frank Smits, about the goals pursued as “watch clubs” are spreading worldwide. While brands are focusing on Instagram’s posts dedicated to the world of watches, the steady emergence of enthusiast and collector clubs around the world is now becoming increasingly evident. They are on the verge of redefining the concept of “watch influencer.”

Pascal Brandt, MONOCHROME – After the Hong Kong-based Horology Club, you extend to a European branch. Why?

Frank Smits, founder of THC Europe – The Horology Club (THC) was founded in Hong Kong in 2021, quickly evolving into a vibrant community of over 800 members passionate about horology. Recognising the universal appeal of watch collecting, we found that an exclusive collector group was missing and saw an opportunity to bring a similar enthusiasm to Europe. The European branch aims to connect collectors who appreciate quality, design, and technical craftsmanship, fostering a community where knowledge is shared, passions are nurtured, and lasting friendships are formed.

Any other plans to develop geographically The Horology Club (besides the Netherlands and Malaysia)? Americas (North and South)? Middle East?

Watch collecting is a global hobby that fosters connections and often gives rise to treasured friendships. The Horology Club thrives on the growing dedication of collectors who share a love for special and rare timepieces. While our primary goal isn’t rapid global expansion, we’re open to the idea of passionate individuals establishing chapters in regions like the Americas or the Middle East.

There are a lot of watch clubs blooming everywhere in the world. Which criteria and/or conditions to go beyond rather than to be just “one more watch club”?

What sets The Horology Club apart is our commitment to three pillars: Gather, Educate, and Create. We organise curated events, offer meaningful educational content, and collaborate with independent and established brands on truly unique watch projects, including limited editions exclusive to our members. We’re not just about collecting; we’re about connecting. Our focus on independent, vintage, and modern pieces allows for a broader, more thoughtful conversation around watchmaking. And our growing international network ensures that these conversations span borders and perspectives.

There’s also a subtle but important difference between our chapters. In Hong Kong, the spirit is inclusive, it’s about creating a space where a wide range of enthusiasts can share their love for horology, regardless of experience level. The European chapter, by contrast, leans more into exclusivity, smaller groups, more intimate gatherings, and highly curated experiences. It’s not about being closed off, but about preserving a certain atmosphere of depth, trust, and refinement. That balance between global accessibility and local character is something we value deeply.

Is a global and international presence mandatory today to be THE most prominent and appealing watch club, THE club I’d like to join rather than any other (considering that there are so many)?

While a global presence enhances our reach, what truly makes The Horology Club appealing is the depth of engagement and the quality of experiences we offer. Our international chapters are not just about geography; they’re about creating meaningful connections, sharing knowledge, and celebrating the art of horology in diverse cultural contexts.

A global footprint can open doors, but it’s not what makes a watch club truly exceptional. What sets The Horology Club apart is not just where we are, but who we are and how we connect. We focus on creating depth over scale: highly curated gatherings, a strong sense of community, and an environment where collectors feel safe, respected, and understood. Our members value discretion, trust, and substance, and we work hard to foster that through everything we do.

Each chapter reflects the cultural nuance of its region. In Europe, for example, exclusivity plays a larger role: smaller, intimate groups, hand-picked members, and access to truly rare experiences. That makes every event feel personal, not performative.

So no, being international isn’t what makes us THE club to join. It’s the quality of the connections, the curation of the experience, and the shared passion for horology elevated by a network of collectors who care deeply about the same values. That’s what makes THC a club unlike any other.

Imagine the Horology Club having worldwide branches. What would be the next steps for you, further beyond chats around a brand or model?

If The Horology Club were to grow into a truly global network, the goal wouldn’t just be to replicate our format in different cities, it would be to connect worlds, cultures, and mentalities through a shared passion for horology. Within that collector’s environment, it’s not about quantity but more about quality.

Beyond discussions around brands or models, we envision deeper collaborations with independent watchmakers, behind-the-scenes visits, thematic salons, and unique hands-on sessions that go far beyond the typical collector meetup. We’d also continue to build educational content and storytelling formats, both online and offline, that enrich our members’ understanding of watchmaking history, technique, and innovation.

But perhaps most importantly, we aim to create genuine friendships across borders. Through exclusive, thoughtfully curated events, whether in Hong Kong, Geneva or Amsterdam, we want to build a safe and inspiring environment where collectors can learn from one another, share their perspectives, and explore what horology means across different cultures.

How does a watch club like yours live and function: volunteering? I assume that it is time-consuming to animate, and at a certain point, you also need to earn money.

The Horology Club thrives thanks to the dedication of passionate volunteers, collectors who generously invest their time to organise events, manage collaborations, and keep the community vibrant. It’s a labour of love, built on genuine enthusiasm and a deep respect for horology.

That said, we’re very aware that passion alone doesn’t sustain a growing community in the long run. As our initiatives become more ambitious and our reach extends internationally, we’re actively working on a sustainable financial structure, one that supports operations without compromising our values or sense of independence.

This includes selective, value-aligned partnerships that help us bring unique experiences to life while remaining true to the club’s spirit. We’re not sales-driven, but we are open to working with those who share our long-term vision: building something meaningful, authentic, and built to last. The goal is not short-term gain, but a platform that can continue to connect, inspire, and evolve, for years to come.

For more details, please visit thehorologyclub.com.