In Asia, if You Like a Watch Brand, You Start a Club

A Japanese fan organized the first in-person club for the French brand Maurice Lacroix. Now, there are three more in the region.

On a Tuesday night at a cafe in the lively Shinjuku district, 10 people were gathered around a long table, chattering and sharing appetizers and drinks. Nothing unusual here — except each was wearing a Maurice Lacroix watch and, at the end of the gathering, they formed a circle and extended their arms for a collective wrist shot.

It was the Maurice Lacroix Watch Club Japan, a group founded in 2019 by a fan of the Swiss watch brand.

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