Despite its inherently double edged nature, social media has become one of the key drivers of watch collecting’s popularity. Once upon a time, exhorting the differences between a 6265 and 6263 Daytona was considered thoroughly unsexy: now, such pieces possess the mindshare which was once reserved for sneakers and designer goods.

No matter how you might feel about the problems of a platform like Instagram — built-in superficialness and a lack of transparency, for example —  the fact remains that it’s an invaluable springboard into a complex hobby. The fast-paced image-led format means it’s never been more convenient to appreciate watches on an unprecedented scale — particularly when the content you’re consuming comes from a reputable source. Sort of like the guys we’ve cherry-picked below.

We follow each of these collectors for different reasons: some will help expand your horological lexicon; one or two explore watchmaking’s place within the wider context of pop culture; and others are simply operating on a level which behooves sharing. Smartphones at the ready: here are 10 watch collectors to follow on Instagram, right now.