The Anti-Watch Watch Club: Where Timepieces and Service Intersect

In the heart of Las Vegas, a group of veterans and first responders have transformed their passion for watches into a powerful force for good. The Anti-Watch Watch Club (AWWC), a 501c3 nonprofit organization, has redefined what it means to be a watch enthusiast community by focusing on service, support, and giving back to those who protect us every day.

Founded by military veterans who connected through a shared love for Sinn watches in an online Facebook group, the AWWC began when these like-minded individuals started messaging each other, building connections that would eventually lead to something much greater than just discussing watches. As Cody Feige, Head of Business Development at AWWC explains, “We were all active duty at some point in our lives. I did 20 years in the Army, Tony did 20 years between the United States Marine Corps and the Army, Alex our CEO was Army as well.” This military background gave them unique insight into the challenges faced by veterans and first responders.

What sets the AWWC apart from other veterans’ organizations is their commitment to cutting through bureaucracy. Traditional support systems often involve lengthy application processes and red tape, delaying assistance when it’s needed most urgently. The AWWC takes a different approach, providing immediate help to veterans and first responders in crisis. From covering emergency transportation to providing meals, housing assistance, and even funding advanced training courses, they focus on addressing needs quickly and effectively.

One of their flagship initiatives, the Blue Guardians Program, supports law enforcement officers by sponsoring them to attend specialized training that their departments might not have the budget for. This includes advanced first aid courses like wilderness EMT certification or martial arts training that enhances officers’ ability to protect themselves and the public. Unlike many military personnel who receive extensive ongoing training, law enforcement officers often have limited opportunities for professional development after their initial academy training. The AWWC is changing that, one officer at a time.

The organization also recognizes the unique challenges veterans face when transitioning to civilian life. As Cody describes it, “When you retire or you get out, that’s a big part of your identity, especially for 20 years, but even three years, that’s gone, and you really don’t know what to do.” The AWWC creates a community where veterans can find support, camaraderie, and understanding as they navigate this difficult transition.

In just three years, the AWWC has made remarkable progress. They’ve released their own watch straps, collaborated with respected watch brands like NOMOS and Jack Mason, established a scholarship program, and donated thousands of dollars to organizations like the Veterans Community Renewal Team, which houses homeless female veterans and their families. Their accomplishments demonstrate how passion and purpose can combine to create meaningful change.

For watch enthusiasts looking to support the AWWC’s mission, there are multiple ways to get involved. You can purchase their merchandise, donate directly through their website (antiwatchclub.org), join their Facebook community, or reach out to collaborate. Even simply spreading the word about their mission helps expand their impact.

The Anti-Watch Watch Club reminds us that watches are more than luxury items or status symbols—they’re connections to our stories, our memories, and our communities. By using watches as a vehicle for service and support, the AWWC has created something truly special: a movement that honors time by giving back to those who’ve given so much of theirs in service to others.