Updated: Monday 01 December 2025 1:48 pm
The traditional image of a watch collector – a well-heeled, 50-something man obsessing over rare references – is rapidly fading. A new generation, fueled by social media and a desire for self-expression, is redefining what it means to be a watch enthusiast. This shift is not just about demographics; it’s about a fundamental change in values, priorities, and the very way watches are discovered and appreciated.
Beyond the Stuffy Stereotype: A Generational Shift
For decades, the world of horology felt exclusive, guarded by tradition and a deep understanding of intricate mechanics. “Go to most watch collector hangouts and you’ll be faced with a gang of 50-something-year-old men who love nothing more than to obsess over rare references,” one collector wryly observes. But platforms like Instagram, TikTok, and even Facebook are dismantling those barriers, showcasing a diverse community of collectors who see watches as more than just investments or status symbols. These influencers are proving that fine timepieces can be stylish, accessible, and deeply personal.
Andrea Casalegno: From Fashion to Fine Horology
Andrea Casalegno, a London-based watch comms entrepreneur known as @iamcasa on Instagram, embodies this new approach. He explains that his journey into watch collecting began not with a passion for mechanics, but with a desire for self-expression. “Trying to differentiate myself from the crowd,” Casalegno reminisces, “quickly made me look at vintage clothing, vintage photos and, of course, vintage watches. They made me feel different, more interesting than the rest of the people who only cared about price tags.”
His initial forays into collecting were modest, focusing on affordable vintage pieces. A pivotal moment came when he discovered a Vacheron Constantin Mercator on Instagram, realizing there was a world beyond the ubiquitous Rolex Submariner. Casalegno’s family history also played a significant role, with vintage timepieces discovered in his grandmother’s home – including an Omega De Ville with a floral dial – sparking a deeper appreciation for horological heritage. He eventually acquired a Speedmaster Professional Moonwatch from 2007 for €1,900, a piece he still cherishes today.
Casalegno’s story is also a generational one. His grandfather, a man who built a life for himself after emigrating from a small Italian town, purchased a yellow gold Longines Conquest as a reminder of his success. This heirloom, now worn by Casalegno, represents a tangible link to the past and a powerful symbol of family legacy. He favors the watchmaking eras of the 1920-30s and the 60-70s, citing their creativity and passion over purely financial considerations. “The one piece of advice I’d give my younger self is ‘borrow money, sell your stupid stuff and buy more and more and more’, so I’d be 27 today with €1m collection, not to make money, but to save it. If you like something and you feel it’s rising in price, buy it now, because in five years you’ll have to buy it for the new price.”
Courtney Bachrach: A Family Affair and the Allure of Vintage
Courtney Bachrach’s introduction to watch collecting was even more deeply rooted in family tradition. Her father, a collector himself, instilled in her a love for timepieces from a young age. “My father, who passed last year, was a collector, so watches have been woven into family lore and some of my happiest memories,” she shares. Starting with black diamond TechnoMarines in high school, she quickly developed a discerning taste, guided by Sol Meller at Feldmar in Los Angeles.
A Rolex Daytona 116505 in Everose with an ivory dial, a 21st birthday gift, marked a turning point. “It’s a reminder of that era in my life – that watch was the first time I understood the hunt that came with collecting.” A humorous anecdote reveals her father’s enthusiasm: he nearly dropped a 1986 Rolex DateJust on her as a newborn while presenting it to her mother.
Bachrach firmly believes Rolex remains the most culturally significant brand, noting the impact of their ambassador programs and the “Reach for the Crown” documentary series. However, her true passion lies in vintage pieces. “Vintage, always. I need something that not everyone else has seen. I want something with a story. I don’t see a friend wearing a new Panthere or new Royal Oak and expect them to have a lot to say about it.” She emphasizes the democratizing effect of the internet, stating, “Access has changed everything. The internet and social media gives younger collectors the knowledge that used to require years of relationships with dealers, retailers and auction houses. That democratisation has produced a wave of collectors who are incredibly well-informed and much more opinionated about what constitutes value.” She advises aspiring collectors to ask questions and learn from experienced enthusiasts.
Ramsey Zahlan: TikTok, Accessibility, and the Emotional Connection
Ramsey Zahlan, a prominent voice on TikTok (@ramseywatchtok), is known for his accessible approach to watch collecting, steering clear of the hyper-expensive and focusing on attainable options. His initial interest was sparked by Fossil watches, which he admired for their design and affordability. He also recalls being captivated by his grandfather’s Rolex DateJust with a Tiffany stamp.
Zahlan’s first significant purchase was a Hamilton Khaki King, chosen for its American heritage and value. While it was later stolen, the experience underscored the importance of mindful spending. He’s evolved from prioritizing specifications to valuing design and emotional connection. “The best I can think of is a watch I ordered three days ago, the Timex and Noah collab. It’s actually kind of overpriced for the specs, but I loved the design. It reminded me of some vintage Pateks (as much as a Timex can) – but more importantly, it had Noah on the dial, which is my newborn son’s name.”
Despite his focus on accessibility, Zahlan acknowledges the enduring appeal of Rolex and the rising popularity of Cartier. He believes confidence is key for new collectors. “Most collectors starting out go for hype and impulse buys, what’s hot whether or not it’s for them. You see queues for microbrands just because they’re cool at the time. Then you start to realise what you like, what you want on your wrist, and that it’s worth waiting for the right watch to come along.”
The stories of Casalegno, Bachrach, and Zahlan illustrate a clear trend: watch collecting is no longer confined to a specific demographic or mindset. It’s a passion that transcends age, background, and income, united by a shared appreciation for craftsmanship, history, and personal style. The rise of social media has not only broadened the community but has also empowered a new generation to define the future of horology.
