Understanding the Trend for Collector’s Watch Clubs, With The Founders of The Horology Club Hong Kong

The watch market is changing rapidly, nothing new: polarisation between a few majors and all the others, a sharp slowdown in sales – for various reasons – that will extend over 2025 and 2026. But, perhaps above all, emerging fatigue among consumers and enthusiasts with the communication of “mainstream” brands and the concept of what is described as “luxury.” This last point is worth a visit. It certainly sheds light on a recent phenomenon that is beginning to take on the appearance of a major trend: the proliferation of watch collecting clubs. All over the world, communities have been created – a few dozen to hundreds of members, keen on watchmaking, eager to discover creations that are not a Royal Oak, a Nautilus or a Submariner. Anything but that! What then what?

In most cases, watch collecting communities turn to niche brands, small independent brands, creators who have in common a creative quest, an emphatic communication, and a sense of purpose, because out of the usual marketing blah. The trend goes hand in hand with the resurrection of dormant historical brands coming back to life, and there are a lot of them. We are talking about products, and not about the related themes of sustainability, corporate social responsibility or customer experience that are supposed to give the brand a virginity. No, watches and nothing but watches. And an intensive digital networking via social networks, in most cases with sharing news, comments, etc…

Everyone knows each other wherever they are in the world, many are connected to each other, which sheds light on two aspects of the current market: traditional watch distribution, and the weight of influence. In both cases, these communities are on the way to becoming prescribers, major players in the promotion or destruction of a brand. This trend is particularly visible this year at Watches and Wonders. Many clubs were present, which will visit a selection of brands – independent, niche at Palexpo and in the city – in addition to the traditional exhibitors of no real priority interest to these communities.

To understand what’s going on with these community-driven ventures, as we’ve done with the Emirates Watch Club, we’ll be talking to the three co-founders of The Horology Club Hong Kong – Helbert Tsang, Johnathan Chan and Carlos Pang – who give and insiders’ view which helps to understand how these communities are formed and function.

Pascal Brandt, MONOCHROME – When was The Horology Club Hong Kong founded and why? 

The Horology Club (THC) was founded in Hong Kong in 2021. At that time, while there were some small private groups, there weren’t any open watch communities in Hong Kong. We decided to start an open community celebrating all facets of horology, and we were fortunate to attract watch enthusiasts who share our passion. The tastes in our community are truly diverse, and we firmly believe that connecting with collectors of different preferences enhances everyone’s collecting journey. We’re now expanding this philosophy to other parts of the world, with chapters established in the Netherlands and Malaysia.

How did it all get started?

The Horology Club started quite unexpectedly. Initially, we were just a small group of friends working on a project with Habring, who asked what we wanted to engrave on the case back – that’s when we came up with the name “The Horology Club.” Since we had a name, we decided to organise an event and promote it on Instagram. Our first gathering, held in a cigar bar, attracted about 20 collectors. As we continued hosting events, the community naturally grew. While we never planned this growth, it has been rewarding to contribute to the wider watch community and share our passion for horology.

And how did potential members hear (and rally) about THC?

Word of mouth has been the cornerstone of our growth, as our passionate community members play a crucial role in expanding The Horology Club. Our existing members, who understand and embody our community’s spirit, naturally draw in others who align with our passion and vision. Instagram was also instrumental in our early development, serving as an excellent platform for collectors to discover us, understand our mission, and learn about our events. Additionally, our YouTube presence has helped broaden our reach, allowing us to share our community’s enthusiasm for watches with a wide range of audiences.

How many members does THC have?

The Horology Club has approximately 900 members globally and continues to grow steadily. About 700 members are based in Hong Kong (The Horology Club Hong Kong), with the remaining members split evenly between Europe and Malaysia.

Your focus: any brands, typology of watches? Or particular interests?

As cofounders, the three of us share a deep passion for independent watchmaking, which has naturally become a key focus of our events and content. This interest has allowed us to develop friendships with independent watchmakers, deepen our understanding of the craft, and collaborate on special watch projects with brands like Habring, Trilobe, and Holthinrichs. While we celebrate timepieces of all kinds and encourage our community members to share their specific interests and expertise, each chapter has developed its own character. Our European chapter, for instance, has attracted many vintage collectors, giving our events there a stronger emphasis on historical timepieces.

Activities: events? Partnerships with brands?

We host various events, ranging from collector get-togethers to brand partnerships. Our annual anniversary party is a highlight of our calendar. Last November, we celebrated our third anniversary with an exhibition featuring 16 brands – including Grand Seiko, Laurent Ferrier, and Sartory Billard. The event included panel discussions with brand leaders and welcomed collectors globally, including a delegation from our European chapter. The exhibition was a tremendous success, and we aim to organise an even larger one for our upcoming anniversary in 2025.

Your view on the global watch market?

It’s no secret that the watch market has been on a downward trend as of late. Outside of a handful of popular models, gone are the days of having to jump through hoops to buy a watch at its retail price on the primary market. While many enthusiasts’ interest and disposable income may not match the levels seen in recent years, dedicated watch collectors remain passionate. So, I believe that there will always be a demand for watches that appeal to collectors. Right now, vintage watches (e.g. pre-1960s dress watches) are rising in popularity, independent watchmaking continues to captivate collectors, and shaped watches are having their moment. Though these categories are currently valued by the market, their popularity could shift at any time. In today’s social media-driven world, watch trends cycle much more rapidly than before, making it difficult to predict which timepiece will capture collectors’ attention next year.

There are more and more watch collector’s clubs: why should I join yours?

We have a passionate and interesting community of collectors and enthusiasts who are constantly discussing watches in our community WhatsApp group, though we may be biased in saying so! Our members don’t just share photos – they engage in meaningful discussions about horology, from technical innovations to market insights. We invite you to experience our events firsthand and see if THC feels like the right fit for you. Our global network also means you’ll connect with diverse perspectives and expertise. Plus, as a THC member, you’ll get first access to our limited edition collaboration pieces – a privilege that has proven invaluable given the success of our past projects.

For more details, please visit thehorologyclub.com.