Welcome to the New Gen(eration) of Watch Collecting.

Let’s face it. The traditional watch scene has a reputation of taking itself way too seriously. The New Gen Watch Club was created to flip the script.

Rooted in the community we've built on social media, we are your digital-first hub for everything happening beyond the luxury household names. From underground microbrands punching above their weight, to amazing mechanical pieces that deliver on style and specs, we cut through the noise to spotlight exceptional timepieces hiding in plain sight.

Consider this your front-row seat to the future of horology with deeper reviews, bolder finds, and a community built for the new generation modern collectors.

Stick around because we’re just getting started.

-Armani, Founder of the New Gen Watch Club