The Watson Society

The houses we admire, in good company.

Watson Society is how we build and keep relationships with the houses we admire, and how we introduce them to the people in our community who admire them just as much.

A vaulted stone wine cellar lined with rows of oak barrels, lit low along a barrel-vaulted ceiling.

The house

Shows us the thing it's proudest of.

The company

We bring the people who'll understand it.

Aggersvold Concours, 2026

Three blue Bugatti Grand Prix cars lined up before the white manor house at Aggersvold Estate.
A classic red coupe crossing the grounds of Aggersvold Estate at sunset, the estate barns behind.
A vintage Mercedes-Benz coupe and a red BMW parked on the cobbles in front of the Aggersvold manor.
A red Porsche 944 on the estate lawn, framed between two other classic cars, under a clear autumn sky.
Two blue Bugatti racers before the Aggersvold manor, drivers seated and onlookers on the steps behind.

The gathering is the brand's to shape.

There's no format to fit into and no programme to slot a house into. Here are four gathering inspirations, but the best one is usually the house's own idea.

The table / Food

A kitchen closed to the public, and the chef pulling up a chair between courses.

The cellar / Wine

A tasting poured by the family that made it, in a cellar few clients ever see.

The bench / Watchmaking

A manufacture visit after hours, a loupe passed round the table, the story told at the bench.

The road / Motoring

A showroom floor after closing, or a morning on a circuit with the cars kept for personal requests.

Not a sponsorship.

We approach a house for its history, for what it stands for, and because our members already hold it in regard.

Watson Society carries no rate card: a brand hosts an event with us rather than paying for one, and what we're after is the relationship around it.

Watson Society / the terms

What we ask

The part money rarely reaches. The founder's hour, the room behind the shop, the story told first-hand, for a table of twelve rather than a hall of two hundred.

What a brand receives

An event under its own name with people it could scarcely assemble any other way, and a standing relationship with the firm and its investors that tends to outlast any campaign.

Contact the Society

Begin with a letter.

The first conversation is with Nathan Dimanche, partner and CMO, whether it's a partnership proposal or a general question.

Write to Nathan Meet the partners

nd@watson.am