In recent years, a growing number of watch collectors have ventured into creating their own brands due to dissatisfaction with existing market offerings. This trend is notably recognized by experts like Alexandre Gouverneyre from Christie's, who states that new brands founded or financed by collectors emerge annually. The collaboration between established brands and collector-led entities, such as Zenith's partnership with Collective Horology, further underscores this shift. Adnane Kerd, who founded Guebly after years of collecting, exemplifies this passion-driven transition from collector to brand creator.
Adnane Kerd, a watch collector, reflects, 'I have been a collector since I was 9 years old, but it was not enough to collect.'
Alexandre Gouverneyre notes the trend, stating, 'Every year there is something new founded by a collector, or financed by a collector.'
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