
Meet the New Watch Collective That Wants to Give Collectors a More Elevated Experience
CollectorSphere’s aim is to connect all communities, says founder Alexander Friedman.
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Not long ago, Alexander Friedman—a watch industry veteran who runs his own boutique consultancy, AF. Luxury Consulting—was on a flight from Geneva to New York when he found himself, coincidentally, sitting next to Wilhelm Schmid, the chief executive of the prestige German watchmaker A. Lange & Söhne.
“He said he was going to New York for a high-end collector dinner, and I said, ‘I know,’” Friedman, who splits his time between New York City and his hometown of Lausanne, Switzerland, tells Robb Report. “He said, ‘How do you know?’ And I said, ‘Because two of our members are with you tonight.’”
Friedman was referring to his newest venture, CollectorSphere, a global invitation-only platform that shares community-generated content about watch collecting and counts some of the world’s most powerful collectors as members.
Just don’t call it a club.

“We are a collective,” Friedman stresses. “Our aim is to interconnect all the communities. Among our founding members, there are founders of important clubs around the globe. And we connect them to promote the sharing of knowledge and experiences among members for the benefit of the community.”
The other element distinguishing CollectorSphere from a conventional club is its focus on intelligence gathering. In exchange for access to the group’s online and in-person gatherings—from casual “Out of Office” get-togethers at upscale bars and restaurants around the world to curated trips, such as an upcoming wine tour through Burgundy and an October retreat to Turkey’s Cappadocia region—CollectorSphere’s 150 founding members agree to offer candid feedback on the watches they love (and hate) and what they would like to see from watchmakers.
“What we want is that you participate in polls, in our workshops, in our editorials, and so on,” Friedman says. “We want to create a strong voice for the industry within the industry.”
Friedman and his cofounders, Elisa Morales Dufour and James Schaaf, have drawn on years of experience in publishing and agency work to make CollectorSphere into what Friedman describes as a “very inclusive” community that also has a robust presence on WhatsApp.
“The youngest member is around 20 and the wisest member, I would say, is in his late 60s,” Friedman says. “Some people are very active on our WhatsApp. But we have strict rules: You have to be polite, no commercial stuff. You want to sell? You want to buy? Nope. There are other groups for that. For us, it’s about sharing passion, knowledge, anecdotes, new watches, etc. But we don’t want to have this commercial approach between members.”
For the upcoming Watches and Wonders fair in Geneva, CollectorSphere is hosting a group of 40 collectors at events throughout the week, from a breakfast with the independent watchmaker Simon Brette to dinner with François-Paul Journe at the watchmaker’s restaurant, with plenty of nightly bar outings in between.

“When you come with us, it’s not just going to see a manufacturer—it’s a whole thing,” Friedman says. “You meet really cool, like-minded people. You’re in a cool environment. Nobody’s taking themselves too seriously. We go out to cool restaurants, there are late nights.”
Similar programs are in the works for Geneva Watch Days in early September and Dubai Watch Week in mid-November.
In between the in-person gatherings, members can consult the website, which features community-generated content that Friedman says offers an alternative to traditional watch media.
“Ultimately, we’ll have two reports that will be public that will be proposed to the whole industry,” he says. “We’re doing one for Watches and Wonders so we’ve started connecting with the members. ‘What are you expecting once again from Watches and Wonders?’ And one week after, we’ll ask them, ‘What was the reality? Good, not good? What impressed you the most?’
“Then at least you have a pulse of what’s happening in the market from the market,” Friedman adds.
Membership in CollectorSphere, which is free for founding members and to be determined for all others, consists of several tiers. “Founding members have access to everything, and they have privileged access to events, etc.,” Friedman says, adding that every founding member is allowed to invite two people, who are classified as “referred members.” Later this year, the community will add “club members,” or those who gain access through their membership in various watch clubs around the world. Last but not least are “standard members,” who will have access to the group’s Out of Office get-togethers as well as some online content.
CollectorSphere makes money through events, brand partnerships, and intelligence reports, but Friedman emphasizes that the group isn’t designed to promote or sell products. “There is no way that a brand comes to us and says, ‘We want this report. I need to know this and this,’ and there is nothing else. The brands must participate financially in the overall partnership, but they also have to participate in terms of access—for example, if we want a privileged moment with the CEO. They have to bring something to the table.”
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