Opinion: The Red Bar Effect

After advancements in technology brought on the quartz watch and nearly wiped out mechanicals, modern technology has ironically brought watch collecting back to the masses. Through internet forums such as TimeZone and Watchuseek, collectors have organized get-togethers or “GTG’s” as a way to bring like-minded people together, and form friendships. Today in New York City, the now Instagram famed “Red Bar Crew”, convene weekly for a night of drinks, friends, and most of all, great watches. This is yet another example of how horology goes far beyond the timepieces and the often overlooked side of the hobby, the great people that keep this obsession going strong.

Trio of Tudor Subs

Red Bar started out as a monthly meet-up between two New Yorkers, Dr. Jeffrey Jacques and Adam Craniotes. What began as casual drinks and watch talk quickly evolved into quite the happening weekly gathering, due to Adam and Jeff’s common goal of sharing their passion with other watch enthusiasts in a fun and approachable manner. Social media and online forums have played a large part in the development of Red Bar, as new members are always attending as a result of the crew’s drool-worthy, watch-covered table shots as seen on Instagram.

While watch collecting can often viewed by outsiders as materialistic and intimidating, Red Bar shows this is by no means the case. Regular members may have begun to attend for its member’s incredible vintage and modern watches, but what keeps them coming back each and every week are the people. Red Bar, according to Adam Craniotes, is “the human manifestation of my love of horology”. The weekly gathering has helped build new friendships, which Jeffrey Jacques says can be difficult to create for adults, but he adds, “the spirit of sharing and the love of fine mechanical timepieces creates a great environment for relationships to flourish”.

“Sex pile” – Adam Craniotes

Today, Red Bar has reached a level of popularity that both Adam and Jeff say they never saw coming. On average, over thirty people attend each week, and the list of members has over a hundred names. In addition to the member list’s increase in size, watch brands such as IWC and Bell & Ross have also started to take notice, and have hosted and sponsored events for the crew. This is just another indication of just how powerful social media can be as a marketing tool, and the brands know it.

Red Bar has certainly made an impact through social media, as its now stretched past New York. The concept of the weekly get-together is now seen through Chicago’s “Commonwealth Crew”, Los Angeles’ “LA Watch Gang”, and even internationally with Toronto’s own “Red Bar”. This goes along with Adam Craniotes’ humorous vision of the Red Bar eventually becoming “Fight Club for watches”, with chapters in several cities. It’s great to see how watch collecting is becoming more mainstream through social media, and the Red Bar crew has certainly made a mark. Not only do these get-togethers provide an opportunity to see great watches, but also unite people who would’ve previously never met. Adam sums it perfectly by describing Red Bar as, “horology with a heartbeat”.

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