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 lives among citrus groves and shamans 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.