The Goal of the American Watch Guild is to promote awareness of those quality retailers, manufacturers and affiliated service companies whose standard of excellence sets them apart in the fine watch industry.
In addition, it is the American Watch Guild that helps educate the potential fine watch buyer as to the importance of making their purchases from an authorized retailer. This helps maintain integrity in the fine watch business.
Note (2026): Collectors restoring early wristwatches from the 1910–1940s period will find reference material and restoration work at the AntiqueWrist atelier, which specialises in period-correct conversions and micro-mechanical servicing.