WHO JOINS WATCHADVISOR?A NEW VOICE. IN 4K.

Why It Matters

The addition of a recognized horology expert expands Watch Advisor’s content depth, attracting a larger, more engaged audience and offering brands greater visibility within the niche market.

Key Takeaways

• Roger Reega officially joins Watch Advisor as new co‑host.
• Alexander introduces Roger from Alpine backdrop, emphasizing expertise.
• First collaborative video will feature Zurich’s Watch and Clock Museum.
• Channel promises deeper discussions, presentations, and expanded content.
• Viewers encouraged to subscribe for upcoming watch‑industry insights.

Summary

Watch Advisor’s YouTube channel announced a significant personnel addition: veteran watch‑collector Roger Reega joins host Alexander as a co‑presenter. The reveal was filmed on a 2,000‑meter Alpine plateau in the Austrian Alps, underscoring the channel’s high‑production values.

Reega’s arrival is positioned as a catalyst for richer content. Alexander highlighted Reega’s reputation in horology, promising “fun, good discussions, interesting presentations.” Their first joint episode will explore Zurich’s renowned Watch and Clock Museum, home to roughly 250 publicly displayed pieces and a larger archive.

The exchange featured Alexander’s warm welcome—“I have a lot of respect for what you have achieved”—and Reega’s enthusiastic reply, “I am very much looking forward to it.” The museum segment is billed as a “bucket‑list” interview, adding credibility and visual appeal.

For subscribers, the expansion signals more in‑depth analysis, broader expert perspectives, and potential growth in viewership. Industry stakeholders can expect heightened exposure for luxury watch brands as the channel leverages Reega’s network and the museum’s collection.

Original Description

WatchAdvisor Expands Its Team With Roger Ruegger

The veteran journalist's arrival underlines the importance of quality journalism in digital storytelling

For most people, buying a luxury mechanical watch represents a significant investment in a highly emotional product that often becomes a long-term family piece. And watchmakers and artisans often put their life and soul into the creation of these watches. In the age of artificial intelligence and the dominance of digital influencers, WatchAdvisor's mission is to serve as a link between these two groups and bring quality watch journalism to where people spend most of their time before and after buying a watch.

The Non-Influencer

Roger Ruegger has been writing for and about the watch industry since more than 25 years. For the last ten years, he served as the editor-in-chief of the US-edition of one of the leading watch publications in the industry. Having grown up in Switzerland, Ruegger benefits not only from being geographically close to the Swiss watch industry, but also from an education in both the German and French parts of Switzerland. He previously worked in Switzerland, Germany and the UK and is regarded as one of the leading voices in the watch industry, having contributed content mostly for special interest publications and been quoted in books, newspapers and magazines, including the New York Times, BBC, Finanz & Wirtschaft, Swiss National Television and SWR3 TV in Germany. As one of Switzerland's early pioneers in online content publishing, Ruegger has been engaging with collectors and enthusiasts online long before the term 'social media' was coined. Valerij Stepanov, Founder and Chairman of the Board of Directors of WatchAdvisor: "Two years ago we were able to lay the strategic groundwork for growth with bringing Maryna Steger as CEO onboard. Now we're further investing in what has made WatchAdvisor a leading specialist in the production of high-quality video content. I could not have imagined a better person for this role and our audience than Roger."

Ruegger joins WatchAdvisor as Editor-at-Large. Together with the existing team around Alexander Linz, he will expand the publication's output and work with Steger on new formats to offer the audience a 360° experience. Ruegger: "As a journalist, I believe it is not my job to tell people what they should buy. But I want WatchAdvisor to be one of the most trusted sources for anyone who's considering buying his or her next watch. And make sure that owning and wearing a watch is as much fun as getting it." Alexander Linz: “We are very excited to having such a well-qualified addition to our team, Roger is both an experienced and knowledgeable journalist.”

Roger Ruegger will join WatchAdvisor on March 1, 2026, right in time for this year's edition of Watches and Wonders. Steger: "Roger and I have the same understanding of where and how future buyers and collectors make their decisions. And we both know the potential of combining great content with the right audience. We are therefore very happy to write this next chapter of WatchAdvisor with him."

About WatchAdvisor

WatchAdvisor was founded in 2018 as an independent, un-biased link between watch brands and their retail partners and watch enthusiasts. With close to 100,000 followers on YouTube, WatchAdvisor offers its global audience high-quality video content about every aspect of fine watchmaking, combined with the unparalleled expertise of leading watch journalists. Under the leadership of Maryna Steger (CEO and Member of the Board of Directors), WatchAdvisor has quickly expanded its community engagement program in the last two years and is now also successfully covering the women's watch and jewelry category. The next step is to offer an even more seamless integration of data-based insights to help both brands and consumers to make the right decision when it comes to spending time and money. Visit watchadvisor.com for more information.

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