By: Chelsie Carvajal

Monaco Watch Club is making a noticeable impact on the industry of luxury timepieces, breaking through the conventional barriers that have long defined the industry. Historically, high-end watches have been reserved for those able to navigate private showrooms and bear the weight of exclusivity and price. The club removes this obstacle, introducing a model where anyone passionate about horology can participate by purchasing a ticket for a chance to win a coveted timepiece.

This change pushes aside the intimidation factor often found in luxury retail. It simplifies the process, making collecting fun and accessible, and provides an avenue where appreciation for design and craftsmanship comes before connections or prestige. The concept resonates with both newcomers seeking a first piece and longtime enthusiasts looking to add to their collections without the stress of typical boutiques.

Building a True Community Around Watches

At its core, Monaco Watch Club is about much more than simply distributing fine watches. It is creating a space where stories are exchanged, and members connect through a shared love of Swiss engineering, mechanical precision, and aesthetic beauty. The environment is designed to foster camaraderie and shared learning, ensuring that everyone, from first-time buyers to seasoned collectors, feels welcome.

Chief Executive Officer Gerry Lianos has emphasized from the outset that watches are, above all, bearers of meaning—objects that hold memories and may eventually become treasured heirlooms. This philosophy guides the club’s messaging, setting a tone that centers around storytelling and shared passion rather than rivalry or status. Through this, Monaco Watch Club distinguishes itself by celebrating not just the watches but also the individuals and narratives behind them.

Transparency and Purpose in Every Draw

One of the key factors elevating Monaco Watch Club’s launch is its dedication to openness and integrity. Each draw is either streamed live or made available for viewing, so participants have complete clarity on how winners are selected. There is no hidden agenda or insider advantage—just a process that builds trust and keeps the focus on fairness.

This transparency is matched by purposeful action. The club supports Seven Clean Seas, a nonprofit organization dedicated to removing plastic from the world’s oceans, by donating a portion of each ticket sale to environmental cleanup efforts. This partnership weaves social responsibility directly into the fabric of collecting, ensuring that each member’s involvement is also a contribution to a greater good. In an industry often criticized for being out of touch, Monaco Watch Club sets itself apart by connecting the enjoyment of luxury with tangible impact.

A Vision for the Future of Watch Collecting

Monaco Watch Club’s approach marks a shift in how luxury watch collecting is perceived, emphasizing that owning a prestigious timepiece shouldn’t be about exclusive clubs or inaccessible price points. By providing an easy entry point through their raffle system, they make the process less daunting, allowing more people to join in on the excitement of owning a high-end watch. This innovative model encourages diversity within the community, with a growing number of younger collectors looking to make their mark in the industry. As more people are drawn into the world of horology, the club aims to shape a future where anyone can be part of the watchmaking world, regardless of background or financial standing. It’s not just about acquiring watches—it’s about creating an inclusive, vibrant culture that encourages appreciation for the craftsmanship and artistry that define these remarkable timepieces.

Bringing Enthusiasm and Change to Watch Culture

Monaco Watch Club’s launch marks a turning point for anyone interested in fine watches, whether they are just entering the world of horology or have followed it for years. It introduces a lighter, more inviting, and more meaningful way to engage with high-end timepieces and the people who care about them. With its advanced approach, community focus, and responsible mission, the club signals a new era in watch culture—one shaped by openness, inclusivity, and genuine enthusiasm for the craft.