nother watch club? Hasn’t the past decade seen so many launched already? Alexander Friedman, co-founder of CollectorSphere, anticipated the question and addresses it head-on: “The founders of some of the largest clubs are already part of CollectorSphere. Most clubs are rooted in a specific region or country. What sets us apart is our global vision, one that brings together an international community of enthusiasts.”

Co-founded with Elisa Morales Dufour and James Schaaf, the initiative combines the former’s eight years of business development and project management experience in the watch industry with the latter’s technical expertise and collector’s perspective.

The project boasts some 150 carefully selected founding members gathering on a private, invitation-only platform. It focuses, in particular, on producing intelligence reports by surveying members’ preferences and views on industry outlook, and also generating community-driven content.

The idea is to “create a warm, vibrant, and dynamic community culture, with an emphasis on listening to all the subjects that matter to collectors, exploring the details of what they value, how they perceive brands, and how they appreciate technical achievements.” This involves discussing “how the industry can overcome certain pain points to eventually drive improvements for the entire sector."

At its core, CollectorSphere aims to give collectors a voice, thereby enabling them to exercise influence. “There is no commercial element or watch sales in our meetings; the concept is, above all, to share our knowledge through exchanges in an online group and frequent in-person gatherings at strategic times throughout the year,” notes Friedman.

The collectors’ lobby

An inaugural report was produced following the last edition of Watches and Wonders, including a ranking of the models chosen by the community in 2024. But that’s just scratching the surface. Its business model goes further: on one hand, conducting exclusive specialised studies, i.e. more in-depth and targeted intelligence, and on the other, hosting bespoke events for partner brands. All this is systematically screened by collector members. In return for their contributions, members gain exclusive access to certain data and enjoy the ability to influence as a group consulted by client brands.

At its core, CollectorSphere aims to give collectors a voice, thereby enabling them to exercise influence.

“We explore collecting as a broader phenomenon, for example, by organising crossover events between watch and whisky enthusiasts,” explains Friedman. “We incorporate different passions into our activities, and facilitate direct connections with brands through dedicated, sociable programmes, as we did during Geneva Watch Days. It’s an opportunity for members to come and pick up their new watches in person.”

Amid an industry slowdown, brands are turning towards their “core audience”. CollectorSphere intends to amplify the voice of its members within this deeper dialogue. Its internal voting system aims to serve as a new compass for brands making future decisions.

“Our mission is to provide our members with the ultimate horological experience while offering brands unparalleled access to this passionate and engaged audience,” concludes Friedman. “We are planning a rich programme for 2025, and we will share direct feedback from the market during what promises to be a challenging year. Perhaps our reports will inspire a few CEOs...”