The Team

We started Collective as – and remain – watch enthusiasts. Meet the team who are not only here to help you, but are as passionate and informed about independent watches as you are.

Asher Rapkin

Co-founder, CEO

Asher founded Collective together with Gabe in 2018, amid a 20-year career in marketing, leading global teams at Facebook, Apple, MTV and NBCUniversal. Born in New York City, and with a degree in theater from Oberlin College, Asher's passion for a story well told was part of what attracted him to horology and collecting. From humble beginnings with a gifted Hamilton in his early twenties, Asher's interest in watch collecting and watchmaking grew over the years, and led him to found Collective. Asher lives in Ventura, California with his wife, children and their adopted dog, Louise.

Asher is a member of the Grand Prix d’Horlogerie de Genève (GPHG) Academy.


Gabe Reilly

Co-founder, Creative Director

Gabe's enthusiasm for watches began with his first timepiece – a Timex Ironman – and remains focused on tool watches of all stripes, from vintage Japanese dive watches to modern independents and Swiss icons. Gabe started Collective with Asher during his tenure as a Creative Director at Meta, where he built creative ideas and campaigns for the company’s brands and their top global advertisers. Previously, Gabe worked in brand strategy at a number of creative advertising agencies. His work for Xbox, Google and Slim Jim has been honored with Effies, which recognize advertising effectiveness. A native New Yorker, Gabe now herds a pack of Jindos in Ojai, California.

Gabe is a member of the Grand Prix d’Horlogerie de Genève (GPHG) Academy.


Geoff Souder

Director of Sales

Geoff Souder brings over 30 years of experience to Collective Horology, with a diverse background spanning the watch and jewelry industry. Starting his career behind a jeweler’s bench as an apprentice in the early ’90s, Geoff honed his technical skills before becoming a Staff Gemologist for the Gemological Institute of America (GIA) in both New York and California. His retail journey began in 2004, where a deep passion for Rolex sparked his broader love for watches. Over the years, Geoff has managed large retail stores, representing some of the world’s most prestigious brands. His love for timepieces, ignited by his first Seiko Kinetic in the mid-90s, has driven his career. Now part of the Collective Horology team, Geoff is excited to bring his expertise and enthusiasm for horology to a community that shares his passion.

 

Blake Buettner

Head of Content

Blake Buettner is Collective's Head of Content and Communications, bringing more than 15 years in watch media to the role. His path into watches began in 2010, and he went on to build a career as an editor at HODINKEE and Worn & Wound before striking out on his own with The Deep Track, an independent project devoted to the deep cuts of watch culture. A rare talent who writes, shoots, films, and hosts with equal ease, Blake leads Collective's original content. A Wisconsin native drawn to the storytelling side of horology as much as the mechanics, he's especially at home among the independent makers pushing the craft forward. Based in Brooklyn, he continues to run The Deep Track alongside his work at Collective.

Blake is a member of the Grand Prix d’Horlogerie de Genève (GPHG) Academy.

 

Jimmy Inglish

Sales

Originally from San Antonio, Texas, Jimmy Inglish graduated from UCLA (go Bruins!) and is now a deeply-rooted California transplant. His watch journey started with an early fascination with pocket watches, which eventually evolved into a lifelong passion for collecting and studying fine timepieces. Over the past seven years, he has worked in the watch industry, building experience across customer service, marketing, and sales while further cultivating his appreciation for the craft and culture of horology. His approach blends deep product knowledge with a genuine passion for connecting with collectors and curating watch collections. He lives in the San Fernando Valley with his wife, Jamie, and 3-year-old son, Austin, who wears a Lightning McQueen wristwatch.


Ellie Panza

Operations Manager

Ellie Panza joined Collective as Operations Manager, bringing her passion for precision and organization to the heart of the company’s daily operations. Drawn to the craftsmanship of luxury timepieces, she enjoys making every client and team experience feel seamless and personal. Based in Southern California, Ellie loves spending time outdoors and sharing adventures with her dog, Marlin.