想瞭解首爾的藏家文化與潛力？你應該follow的錶迷社群：@penny_watch_seoul
相較於美日等成熟市場，亞洲高級鐘錶版圖中的韓國正憑藉「Second mover advantage」，逐步成為國際鐘錶品牌與愛好者關注的焦點。首爾憑藉其獨特的時尚風格與文化底蘊，靈活吸收國際市場經驗，結合在地特色，展現出別具一格的收藏氛圍與發展潛力，Penny Watch正是這波潮流的縮影。
由Lee Sang-moon於2018年創立，Penny Watch採會員制度運作，專注提供收藏規劃、保養建議、拍賣支援等多元化服務，並在社群中促進深度交流與資源共享。目前，Penny Watch已匯聚20位榮譽會員與37位一般會員，透過定期舉辦的GTG聚會，並積極與Lang & Heyne、Simon Brette等獨立製錶品牌合作，持續拓展藏家的視野與收藏深度。
首爾的會員制鐘錶社群Penny Watch，是穩健崛起的韓國鐘錶社群先驅者，成立至今七週年，並已獲得了與Lang & Heyne、Simon Brette等代表性獨立製錶品牌合作的機會。 拜訪Penny Watch
透過與他的對話，我們將深入了解Lee Sang-moon如何從私人藏家的視角出發，帶領Penny Watch穩步發展為首爾備受矚目的鐘錶社群，並在亞洲鐘錶文化的浪潮中，開創屬於自己的新篇章。
鐘錶社群「Penny Watch」主理人Penny / Sang-Moon Lee。
在首爾經營一個會員制的鐘錶社群「Penny Watch」，定期在韓國鐘錶雜誌撰寫專欄，並為多個團體舉辦鐘錶講座。未來會持續關注neo-vintage腕錶和獨立製錶品牌。
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Q1：創立Penny Watch的契機與命名由來？您如何看待當前韓國的收藏風氣？Penny Watch希望扮演什麼樣的角色？
A：The reason I founded Penny Watch is quite simple. I’ve always been passionate about watches. In 2018, I left my previous job to work full-time in the watch community. I wanted to create a community that offered the kinds of services and information I had wished as a private collector. The name “Penny” actually comes from my nickname in Korean watch communities, so “Penny Watch” was a natural choice.
創立Penny Watch的初衷其實相當直接，源自我長期以來對腕錶的熱愛。2018年，我決定離開原本的職涯，全職投入腕錶社群的經營。我希望打造一個能夠提供當時我作為私人藏家所期待的資源與交流平台的社群。而「Penny」這個名稱，則來自我在韓國錶界的暱稱，「Penny Watch」自然就成為理所當然的命名。
活躍於韓國鐘錶媒體與各大平台，Penny Watch的IG帳號同樣擁有。關注：penny_watch_seoul
Q2：可否進一步說明你們的會員制度與提供的服務項目？會員背景與年齡層分布情況為何？
A：Our membership operates on an annual fee basis. For the first five years, members pay an annual fee of KRW 1,100,000(approximately 0). From the sixth year onwards, they become honorary members and receive lifelong services without further fees. Currently, we have 20 honorary members and 37 regular members. Our services include collection planning, maintenance advice, appraisals, connecting members with brands, GTG events, buying/selling consignment services, auction support, and sending out a watch magazine. Our members range in age from their 20s to their 60s, and since everyone has different collecting goals and reasons for joining, it's a wonderfully diverse community.
我們採取年度付費的會員制度。前五年會員每年需繳交韓元1,100,000（約合800美元），第六年起即可成為終身榮譽會員，享有永久服務而無需再繳費。目前社群內有20位榮譽會員與37位一般會員。我們提供的服務內容包含：收藏規劃、保養諮詢、腕錶鑑價、品牌引薦、GTG聚會、寄賣與拍賣支援，以及定期寄發自製腕錶雜誌。會員年齡從20多歲至60多歲不等，各自的收藏風格與加入動機皆不盡相同，呈現出一個多元而具深度的社群樣貌。
Q3：你們是否定期舉辦GTG？近期是否有值得一提的品牌合作？
A：Originally, we held four GTGs per year. However, due to increasing brand showcases and other events, we now typically meet twice a year. Recently, many GTGs have featured specific themes or involved collaborations with brands. One particularly meaningful event was this past April, when we welcomed Michel Navas, head of La Fabrique du Temps at Louis Vuitton, to our GTG. With support from Louis Vuitton Korea, it became one of our most memorable gatherings. Another was a GTG exclusively for Reverso owners among our members—it was a great way to celebrate a shared appreciation.
我們早期每年舉辦四場GTG，隨著品牌活動與展示會增加，目前固定舉辦年中與年末各一場。近年GTG多結合主題設計或品牌合作。其中最具代表性的活動，是今年四月邀請Louis Vuitton La Fabrique du Temps製錶部門主管Michel Navas參與，由Louis Vuitton Korea協力策劃，成為我們歷來最具象徵意義的聚會之一。我們也曾為Reverso擁有者舉辦專屬GTG，展現會員對特定經典作品的高度共鳴。
Q4：七週年與Lang & Heyne的聯名錶款合作如何發展？未來是否計劃持續推出Club Watch？選擇合作對象的關鍵是什麼？
A：Over the past few years, I’ve focused on collecting independent watchmakers, and I wanted to introduce outstanding independents and their watches to Korean collectors and our members. I had been eyeing Lang & Heyne’s Georg model, and when AD was established in Korea, we planned a Penny Watch edition. To celebrate our 7th anniversary this August, we’re producing a limited run of seven pieces. We selected the dial design and color, printed the number “7” at the 7-second position on the small seconds counter, and added a “One of 7” engraving on the movement to commemorate the occasion.
我近年積極收藏獨立製錶品牌，亦希望透過Penny Watch向韓國藏家介紹這些卓越作品。Lang & Heyne的Georg腕錶長期吸引我注意，在品牌正式進入韓國市場後，便著手籌備Penny Watch七週年紀念款。我們與品牌共同決定面盤設計與配色，在小秒盤7秒位置印上「7」數字，並於機芯鐫刻「One of 7」以紀念這次限量七只的特別合作。
Penny Watch在今年2025與Lang & Heynec合作推出聯名錶款Georg腕錶，面盤設計以及配色均為特製，小秒盤的7秒位置印上阿拉伯數字「7」，以此呼應社群的七週年，同時也僅限量7只。
Georg聯名腕錶所搭載的VIII手上鍊機芯展現精湛的手工工藝，除了鵝頸式微調與藍鋼螺絲等德系製錶特色，齒輪夾板更打磨成亮面的圓弧形，底板鐫刻「One of 7」，再次呼應七週年主題。
Q5：與Simon Brette的合作是如何促成的？Penny Watch扮演什麼角色？
A：Our collaboration with Simon Brette happened quite by chance. A Korean collector based in New York, known as ‘doobooloo’, who participated in the Simon Brette subscription version was visiting Seoul and lent me the SBCA for about three weeks. I shared my impressions of the watch on Instagram and my blog, which Simon appreciated. doobooloo then suggested we participate in the follow-up model, similar to our Lang & Heyne Georg Penny Edition, and after discussions with Simon, we were allocated five pieces of the new model.
這次合作起源於偶然。一位住在紐約的韓國藏家doobooloo借給我一只Simon Brette SBCA腕錶三週試戴。我將心得發表於IG與部落格後，獲得Simon本人肯定。之後在doobooloo的引薦下，我們開始與Simon討論後續合作事宜，最終獲得五只新款配額，延續Lang & Heyne Penny Edition的精神。
Q6：您如何看待收藏中的熱情、故事性與投資價值之間的平衡？對新手會員有什麼建議？
A：After COVID-19, the watch market overheated, and many collectors became overly focused on investment value. While investment value is an unavoidable aspect of collecting, focusing solely on it can overlook your personal taste, the storytelling behind a watch, or its inherent quality. I believe the foundation of collecting is developing an eye for quality. With that foundation, we can find the right balance between passion, storytelling, and investment value, and become a well-rounded collector.
疫情後腕錶市場曾短暫過熱，不少藏家只關注投資報酬而忽略作品本質。我認為收藏的根基應建立於對品質的敏銳度，從這個基礎出發，才有可能兼顧熱情、故事性與保值性，並培養出真正成熟的審美觀與品味。對初學者而言，建立自己的品味優先於追逐市場趨勢。
Q7：年輕藏家的品味是否出現變化？Penny Watch如何協助他們？
A：The liquidity surge during COVID-19 brought a wave of younger collectors into the Korean market. Many of them initially focused on Rolex and luxury sports watches for their investment value. But now, they’re beginning to explore new perspectives and are searching for what makes a watch truly interesting and enjoyable. Penny Watch helps by discussing various ways to enjoy watches and by highlighting high-quality timepieces from diverse segments.
疫情期間的資金氾濫使許多年輕人進入市場，起初大多聚焦在Rolex與奢華運動錶上，視其為資產配置的一部分。但如今，越來越多年輕藏家開始探尋腕錶的設計故事與獨特性。Penny Watch致力於透過分享不同角度的欣賞方式，協助他們建立更完整的收藏觀。
Q8：創立至今，Penny Watch面對的最大挑戰與最重要的成就為何？未來有何願景？
A：From the beginning, our main goal has been to support our members in enjoying a healthy watch collecting life. Korea still lacks a deeply rooted watch culture, and there’s a shortage of ways to truly enjoy this passion. Through Penny Watch, I want to show not only our members but all Korean enthusiasts how watches can be a joyful and meaningful part of life. That remains our ultimate goal and vision.
我們始終以協助會員建立長遠而健康的收藏為目標。韓國仍缺乏成熟的腕錶文化，也少有管道能深入體驗收藏樂趣。我希望透過Penny Watch，讓更多韓國藏家體會到腕錶收藏的樂趣與意義，這將是我們持續努力的方向與願景。
精彩完整內容，敬請閱覽HOROGUIDES Vol.7
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