A vibrant gathering took place on a Tuesday night at a bustling café in Shinjuku, the lively district of Tokyo. Seated around a long table were 10 individuals engrossed in lively conversations, engaging in the pleasantries of food and drinks. However, an intriguing element sets this scene apart – each participant was adorned with a Maurice Lacroix watch. As the evening drew to a close, they formed a captivating circle, extending their arms for a collective wrist shot. This gathering was none other than the Maurice Lacroix Watch Club Japan, a passionate group initiated in 2019 by a dedicated fan of the Swiss watch brand.
Koji Nakazawa, the 43-year-old organizer and leader of the club, expressed his infatuation with the Aikon Automatic model that he first encountered at the 2018 Baselworld event. He fell not only for the watch itself but also for the Maurice Lacroix brand. As his knowledge expanded, Nakazawa was convinced that the brand held astounding growth potential.
The formation of watch clubs by passionate enthusiasts is not a new phenomenon. Brands like Tudor, Nomos, and F.P. Journe, among others, have all established such clubs. However, in recent years, these groups have become increasingly prevalent in Asia. According to Pierre-Yves Donzé, an esteemed professor of business history at Osaka University’s Graduate School of Economics, this proliferation can be attributed to the group-oriented culture in Japan and East Asia. He asserts that individuals in these regions derive a sense of belonging through long-term group memberships. Japan, with its deep-rooted understanding of luxury brands, easily translates this affinity into brand loyalty.
The inception of the Maurice Lacroix club, for instance, originated from a company-sponsored lunch in Tokyo in August 2019, which brought together collectors and friends of the brand. Stéphane Waser, the managing director of Maurice Lacroix, recounted the event, stating that Nakazawa’s unwavering dedication and passion aligned seamlessly with the fans’ fervor. This encounter inspired Nakazawa to propose the creation of an exclusive Aikon timepiece for club members, marking the first-ever limited-edition model produced specifically for a watch club. The collaborative effort resulted in a 250-piece model exclusively available in Japan.
While an international virtual club on Facebook dedicated to Maurice Lacroix, initiated by Edward Wong Kar Fai, existed since 2017, the Japan club became the first to incorporate both digital and in-person events. Waser acknowledges that watch fan clubs seem to be more popular in Asia, as enthusiasts from this region tend to share and discuss their passion more openly. Although certain European brands like Oris have their own clubs, they are usually established and moderated by the brand itself. The proliferation of Maurice Lacroix clubs in Asia influenced Waser’s observations. Following the establishment of the Japan club, similar clubs emerged in Thailand, Malaysia, and Hong Kong, all founded independently by individuals.
Membership numbers for the Maurice Lacroix Japan club remain unaccounted for, as registration is not mandatory. However, their Instagram page boasts 2,050 followers, and their in-person events, which occur five or six times a year, often draw around 30 attendees. Nakazawa highlights that the presence of Maurice Lacroix executives tends to attract the largest turnout, although boutique tours have also garnered significant interest.
At the Shinjuku gathering, all the attendees were male, ranging in age from their 20s to 40s. As they enjoyed pizza, draft beers, and soft drinks, discussions centered on watches, with individuals comparing their wrist adornments. Hiroharu Uematsu expressed his reason for joining the club, stating that he wanted to witness different ways people wear watches he admires. He further lamented the scarcity of watch enthusiasts in his immediate surroundings, highlighting the importance of connecting with like-minded individuals.
Another member, dressed in a business suit donning a Maurice Lacroix model with a stainless steel bracelet, shared his plan to purchase one of the brand’s vibrant Aikon #Tide models, constructed from upcycled plastic and beginning at $760. He noted his intention to share the timepiece with his wife.
Despite residing in Nagoya, a port city west of Tokyo, Nakazawa ardently attends club meet-ups in the capital, even enduring a round-trip train ride of over three hours on the Nozomi train. Nakazawa designs his own brand of leather products called Celieu, which involves creating watch cases and coasters from discarded materials. Despite the long journeys he undertakes, Nakazawa cherishes the camaraderie fostered by the club, expressing immense joy in connecting with individuals from around the world.
In similar fashion, a Bell & Ross fan club was established in the Okayama prefecture of Japan’s Honshu island in August 2010. This club, led by Hiroki Negi, was born out of a simple love for the Paris-based watch brand. With individual personalities, talents, and colors, Negi believes that connections formed through their shared admiration for Bell & Ross can lead to endless possibilities. Bell & Ross, known for its square-cased watches and aviation-inspired designs, was founded in 1992 by designer Bruno Belamich and entrepreneur Carlos Rosillo. The Okayama club boasts roughly 80 registered members, with half regularly attending major events hosted by the brand. They also meet three to four times a year for casual gatherings over drinks or meals, drawing participants from Okayama and its neighboring regions.
Negi explains that the shared encounter with Bell & Ross has united club members of different genders, ages, professions, and locations, transforming them into a close-knit family that extends beyond mere friendship. The club has become a platform for members to offer advice on career transitions and personal challenges. Franck Dardenne, the managing director of Bell & Ross Japan, recognizes the invaluable nature of such fan clubs. While the brand endeavors to support these clubs through attending select gatherings, inviting fans to events, or providing early access to information, they refrain from interfering. Dardenne emphasizes that maintaining the spontaneity and authenticity of these clubs is paramount.
In conclusion, these watch fan clubs in Asia exemplify the power of shared passion and genuine connections. They provide a platform for enthusiasts to celebrate their love for specific watch brands, engage in profound discussions, and form lasting bonds. With each gathering, the members experience the joy of belonging to a global community of like-minded individuals, fueled by a shared fascination with horology.
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