Why collecting watches can be such a meaningful and social experience

When Watch Gang founder and CEO Matthew Gallagher was growing up, he was familiar with major watch brands, but didn't see much appeal in collecting timepieces. In fact, he considered watches to be strictly utilitarian, things people used only to tell time.

However, Gallagher's perspective on the devices shifted sharply after the death of his father. In his will, his dad left him a cherished possession: his only watch, a birth year 1953 Rolex Oyster Perpetual.

For the first time, Gallagher felt the emotional connection between a watch and its owner. More than that, he saw that the timepiece could be much more than just an accessory. It could reflect someone's personality and sense of style, and have a story of its own to tell.

“I wanted to bring some of that back by rekindling people’s love of watches," Gallagher said.

What is Watch Gang?

Six months after his father's death, Gallagher channeled his grief into an enduring testament to his father's generosity: a watch-of-the-month club subscription box called Watch Gang.

While people don't know in advance which watch they'll receive in a given month, Watch Gang sources its offerings from respected names such as Ulysse Girard, Citizen, Seiko, Lum-Tec, Jorg Gray, Heritor, D1 Milano and Fortuna.

In a nod to Gallagher's commitment to helping as many people as possible own watches, Watch Gang offers three membership tiers: Original ($49.99), Black ($99.99) and Platinum ($299.99).

While the type of watches sent out varies — for example, watches in the latter category generally have Japanese and Swiss Automatic movements and tend toward luxury — all levels send users watches that are valued at more than their subscription price.

To sweeten the deal further, Watch Gang subscribers are also eligible to join a private, members-only Facebook group, the Watch Gang Exchange. In addition to being a space where people looking to buy, trade and sell watches can connect, the group doubles as a community and place for conversation.

Watch Gang encourages lasting memories

In addition to providing subscribers with a steady supply of sophisticated watches, Watch Gang also offers some major perks, including multiple chances to win a so-called grail (as in "holy grail") watch.

Members have a weekly opportunity to win a Rolex or TAG Heuer — via promotions dubbed Rolex Fridays and TAG Tuesdays — and have chances to spin the online Wheel of Watches to also potentially nab a grail watch.

As a member, there are plenty of fun surprises as well. For instance, to celebrate Watch Gang’s third birthday, members had a chance to win a grail watch every day of the month.

"Grail watches have traditionally been something you would buy during a milestone, like graduating, getting a raise or getting married," Gallagher said.

"I wanted to give everyone a chance to get the grail they’ve always aspired to own, regardless of where they are in life."

Unsurprisingly, Gallagher also views this gesture as an homage to his father — and the thoughtful parting gift that changed his own life. After all, Watch Gang itself is all about encouraging people to collect watches to pass on to loved ones and friends.

"The grail watch is something they can pass down to their kids…just like my dad did for me," he said.

"When my time comes, I’m not going to pass my iPhone down to my son. Watches hold significant emotional value and every one of them has a story to tell.”

Founded in September 2016, the watch-of-the-month club Watch Gang now has over 500,000 members and is one of the highest reviewed subscription box companies. When they sign up, subscribers will receive an authentic, high-quality watch worth more than the subscription price. Members also have access to a private Facebook group and weekly drawings for a Rolex or TAG Heuer. To learn more or to sign up, visit Watch Gang's website.