“To create a good commercial experience in the metaverse, whether we're talking about augmented or virtual reality, we need to first understand what people's expectations of that space are. The advertising industry could probably ramrod advertising and commercial products into the metaverse, but that does a disservice to everybody, from creatives to consumers to brands. A better way to do this is to subscribe to the theory that good commerce follows good art.”

— IPSOS “What The Future”, 2022

“It was 2018 when marketing and brand strategy executives Asher Rapkin and Gabe Reilly founded Collective Horology, an exclusive US-based club focused on developing collaboratively designed watches with enthusiasts in mind. Since then, the company has grown exponentially, releasing collaborations with brands including IWC, Moser, URWERK, and Czapek, alongside a complimentary retail business that offers watches from a range of independent brands…Responsible for some of the most exciting and collectible watches being made right now, Rapkin and Reilly will continue to dedicate themselves to brands and watchmakers who treat them as true partners – both creatively and in business.”

— WATCHPRO: HOT 100 INSPIRING INDEPENDENTS: Gabe Reilly & Asher Rapkin, Collective Horology

“Asher Rapkin, co-founder of Collective Horology, a California-based group that develops timepieces in collaboration with watch brands, said the app has replaced word of mouth as collectors’ primary vector for learning about smaller, artisanal brands. “Without Instagram, it’s hard to imagine the success of independent watchmakers like Grönefeld or Habring,” he said. “It’s opened eyes to makers, references and patronage that wouldn’t have been there without it.”

— Instagram: A Watch Brand’s Best Friend, New York Times, 2022

“There are all sorts of clubs for watch enthusiasts. Many of these associations start informally, as small gatherings of friends who share a passion for their timepieces then grow into large meetings with watch brands offering to stage special events or presentations for members. But Collective Horology began with a different premise. “Potential members are invited to join, but first they have to buy a watch” — specifically, a timepiece created by the club in collaboration with a major watch brand — the club’s co-founder Gabe Reilly said in a video interview. “That’s the heart of what’s different,” Mr. Reilly explained, what sets Collective apart from other watch clubs.”

— What if You Went to an Event and Everyone Was Wearing Your Watch?, New York Times, 2022