More Than Time: How Watch Brands Are Turning Fans Into Family

Some watch brands don’t just make timepieces, they create a way of life. Beyond crafting exceptional watches, they build entire ecosystems of style, adventure, and exclusivity, offering everything from fragrances to private events and collector experiences. But more than just products, these brands foster a sense of belonging, bringing together enthusiasts who share a deep passion for horology. These brands venture into fashion, accessories, and even exclusive spaces where watch lovers can convene, turning their names into something more than just watchmakers. In this article, we explore the watch brands that go beyond the dial, shaping culture and connection through lifestyle experiences.

MB&F M.A.D House

A place for creatives and visionaries, the M.A.D. House exudes the savoir faire spirit of MB&F. Located in Carouge, Geneva and characterised by a romanticized interpretation of historical architecture, the M.A.D House is nod towards its future occupants, who re-dream traditional horology for the modern age. Its half-timbered exterior with rusticated stone walls recalls the castles seen in illustrated books of folklore — a fitting abode for a company whose creations were first inspired by the mythologies of science fiction and fantasy.

Most days, the house can barely contain the flurry of activity generated within its walls. It’s the kind of activity you’d expect from having dozens of people together focused on the singular task of creating its machines. Multiple exterior doors lead towards a central staircase and atrium, creating a convergence of motion that hums and buzzes with comings and goings. There’s even a concealed passageway behind the stairs, a quaint artefact of the house’s original design, built for those in a hurry with too much to do and not quite enough time to do it all in. 

On the ground floor, watchmakers assemble movements at custom-built workbenches in rooms flooded by natural light. Also on the ground floor, a reception area echoes the aesthetic concept of the M.A.D.Gallery and leads onto the central stairwell. 

IWC Schaffhausen Diamond Hands Club

IWC Schaffhausen made its mark in the metaverse with the launch of the Diamond Hand Club, a membership that was accessible by claiming one of the 1,868 NFTs the brand had made available. This initiative aimed to provide a 360-degree experience of the brand to consumers by offering benefits in both the metaverse and the real world.

The brand believes in rewarding the devotion and strengthening its allegiance to the values they treasure. At its core, it aims to not waver in uncertainty but hold on to the things they trust in - the true Diamond Hand spirit. Together with the community it aims to explore the metaverse beyond the known rules. Building a holistic ecosystem and providing them with interconnected benefits. It is not simply about using a new technology, it is about expanding it. It is made For those who strive for novelty and honor loyalty. The ones who master the game fast. And the ones who stay in the game long. This is for the Diamond Hands.

Jaeger-LeCoultre Perfumes

Jaeger-LeCoultre's desire to create an olfactory identity arose from the natural affinity between the worlds of perfumery and watchmaking: both combine artistic creativity with scientific precision. In watchmaking, every element must be functional and meticulously adjusted. Similarly, in perfumes, each raw material must be precisely balanced to achieve the desired result.

The three olfactory signatures crafted by Nicolas Bonneville for Jaeger-LeCoultre represent the highest practices that distinguish haute perfumery from all other fragrances, using short formulas with high concentrations of noble ingredients leaving distinctive and sophisticated trails. The purpose of each timepiece extends far beyond mere functionality—a watch is not a simple tool but an expression of personality, style, and even emotion. In the same way, a fine fragrance is intensely personal, evoking memories, moods, and feelings. Both crafts create something that emotionally resonates with the wearer.

In addition to their emotional depth, both fields embody a delicate balance between tradition and innovation. Watchmakers often draw upon centuries-old techniques, yet seamlessly incorporate cutting-edge materials and technology. Similarly, perfumers honor traditional methods while exploring modern extraction processes and novel ingredients, continually pushing the boundaries of what is possible. Precision and attention to detail lie at the heart of both disciplines. In horology, every gear, spring, and component must fit perfectly for the watch to function. In perfumery, the same principle applies—each ingredient must be measured and balanced with exacting care, as even the smallest variation can compromise the entire composition.

AP House Singapore

After opening AP House Milan last year, Audemars Piguet’s exclusive retail concept has made its way into Singapore. TAP House Singapore opens its doors to all clients, not just within the city state but across the region. As Southeast Asia’s flagship destination, it promises an experience unlike any other — and if you’re the sort who enjoys a little gastronomy along with your horology, you’re in for a treat.

Located at the landmark Raffles Hotel, the AP House boasts of stately high ceilings and quaint old-world charm, it has been a gathering place for lively conversations, fine spirits, and timeless moments. The space beautifully reflects Audemars Piguet’s commitment to progress, innovation, and masterful craftsmanship, all while celebrating the diverse spirit of Singapore. Designed to feel like a refined home, this inviting venue provides a haven where watch enthusiasts, newcomers, travellers, and anyone seeking a distinctive experience can gather — whether to discuss timepieces or simply enjoy the moment.

As guests enter the space, they are welcomed by three Watch Totems, each showcasing a curated selection of heritage pieces- from early pocket watches to more recent wristwatches- that highlight the manufacture’s rich horological history. The Technical Table is specially designed to delve deeply into the timepieces, accompanied by a lovely Watch Strap Wall which seems to be de rigueur among luxury watch brands these days. 

Whether it’s through a signature scent, a collector’s club, or an annual gathering of like-minded individuals, these brands prove that the love for watches extends far beyond the wrist. In the end, it’s not just about what’s on your wrist it’s about the stories you share, the people you meet, and the world you become a part of.