The Future Of Watch Collecting: A Conversation With Austen Chu, Co-Founder Of Wrist Check

The luxury watch industry has long been characterized by its intimidating boutiques, exclusive relationships, and traditional approach to retail. Yet as younger generations enter the market with different expectations and shopping habits, the industry faces mounting pressure to evolve. In a wide-ranging conversation with Austen Chu, Co-founder of Wristcheck, he offers unique insights into this transformation, drawing from both personal experience and his company's success in attracting younger collectors.

When discussing his current timepiece, Austen's eyes light up as he shares the story of his vintage Audemars Piguet Grand Sonnerie. The watch, acquired last year without papers, initially held an air of mystery with only "number one" inscribed on its back. "I didn't know if it was unique or not—there could be a number two," recalls Austen. Upon receiving the archive papers from Audemars Piguet, he discovered not only that it was indeed a piece unique, but that it was manufactured in his birth month, making it both a birth year and birth month watch—a coincidence that adds an extraordinary personal dimension to an already exceptional timepiece. 

Reflecting on Wristcheck's journey, Austen speaks with a mix of pride and humility. "It's been a whirlwind... even though it feels like we've done a lot, I feel like it's gone by just like that," he shares. The success, he emphasizes, stems from three crucial elements: an exceptional team, loyal consignors and customers, and a supportive community across all platforms.

"Companies are built by people," he asserts, "and without an incredible team, there's no way that we would be able to execute and build out the vision that we had from the beginning." This vision, built on the foundational pillars of inclusivity, transparency, and technology, has resonated particularly well with younger collectors, with the majority of Wristcheck's customer base being under 35 years old.

One of the most compelling portions of our conversation centers on the traditionally intimidating nature of luxury watch retail. The young co-founder of Wristcheck speaks from personal experience about the often-dismissive treatment young enthusiasts face in high-end watch boutiques, particularly those of prestigious brands like Audemars Piguet, Patek Philippe, and Rolex.

"When you walk into a watch store as a young person that doesn't have a prior relationship with a brand... sometimes you don't get treated with the amount of respect that you get treated versus if you walk into another store," he explains. This observation hits at the heart of why Wristcheck was created, though Austen is quick to acknowledge that the industry has improved over the past decade.

He also shows a nuanced understanding of the brands' perspective: "These are 100, 200-year-old companies, rooted in history and heritage," he notes, acknowledging the delicate balance between maintaining tradition and embracing change. It's precisely this gap that Wristcheck aims to bridge. Perhaps Austen's most intriguing insights concern Gen Z consumers, whom he considers the "smartest customer group" in terms of purchasing behavior. His reasoning is compelling: this is the first generation with true global access to products from the moment they begin making purchases.

"We were the first generation where we've had global access from the point where we were able to spend money," explains Chu. Unlike previous generations who were limited to local retailers, Gen Z consumers can access options worldwide through their phones. This access, combined with finite budgets, has created a more discerning consumer base. When it comes to actual purchasing trends, sports watches, particularly from the "big three" brands—Rolex, Audemars Piguet, and Patek Philippe—remain the primary choice for young collectors. He explains that this preference makes sense for those buying their first few watches, as these pieces represent safer choices in terms of investment and style. While the industry sees trends toward smaller watches, such preferences typically develop after collectors have acquired several pieces.

Despite Wristcheck's success in attracting younger collectors and making luxury watches more accessible, Austen maintains that they're "only 5% done" with their ultimate vision. This humble yet ambitious outlook suggests that the transformation of the luxury watch industry is just beginning, with companies like Wristcheck leading the way in bridging the gap between traditional luxury and modern consumption patterns.

Through his work, Austen Chu is demonstrating that making luxury watches more accessible doesn't mean diminishing their prestige—it means creating new pathways for passionate collectors to engage with these remarkable timepieces, regardless of their age or background.

Watch the full interview here.