Press kit

Horolog is a watch collection tracker that replaces the spreadsheets collectors have been using for years with something purpose-built. Log what's on your wrist each day, and Horolog turns that data into meaningful insights — your summer watch, your cost per wear, your longest streak — while keeping your entire collection private.

Where design meets horology

Horolog didn't start as an app idea. It started at a workbench.

Eric Kunz has spent years at the intersection of watches, technology, and design. As an engineer at Instagram, he helped shape Meta and Instagram watch collaborations with major watch brands. That work deepened an already serious interest in horology, and eventually led him to join the Horological Society of New York, one of the oldest horological organizations in the country.

He teamed up with Sean Bedford, an engineer at Meta based in London and fellow collector, and they started building. The goal was never to make a generic inventory app. It was to build something that feels the way a well-made watch feels — considered, precise, and satisfying to use every day.

Horolog has been in the App Store since August 2025. Roughly 70% of its users open the app every day — a retention number that speaks to how naturally it fits into a collector's daily routine.

Feature deep-dive

AI-powered tools (paid)

Two AI features set Horolog apart from basic inventory apps:

• Strap swap — Photograph your watch, and Horolog's AI isolates the case, remove -s the background, and composites it onto a selection of straps in different styles and colors. Useful for previewin -g a new look before spending money on a strap.
• Collection photo enhancement — AI removes background clutter, corrects lighting, and produces clean, product-style images of your watches. Turns a kitchen-table snapshot into something worth po -sting.

These features are credit-based to cover the cost of the underlying AI service. The rest of the app is entirely free.

Daily wear logging

The core interaction is simple: open the app, tap the watch you wore today. Horolog creates a wear history over time, one day at a time. You can log retroactively, log multiple watches in a single day, or log a rest day. The app sends optional daily reminders so the habit sticks.

Statistics & insights

This is where logged data becomes genuinely interesting:

• Seasonal breakdown — See which watch dominated your summer, which one came out every winter. Horolog assigns a "season watch" based on actual wear data.
• Cost per wear — Enter what you paid, and the app calculates the real cost of ownership over time. A $5,000 watch worn 200 times hits differently than one worn 12 times.
• Streaks & milestones — Track consecutive logging streaks and unlock milestones as your wear history grows.
• Yearly recap — At the end of each year, Horolog generates shareable recap cards — top watches, calendar heat maps, collection overviews — designed for sharing on social media.

Collection management

• Photograph each watch in your collection with multiple images
• Tag by type (Sport, Dress, Dive, Pilot, Field, GMT, Chronograph, Military) or create custom tags
• Track purchase and sale dates, values, and currencies
• Organize by location (home, safe, travel, etc.)
• Search, filter, and sort by wear count, purchase date, or name
• Import and export via CSV for collectors migrating from spreadsheets

The clock

Horolog includes a fully functional analog clock face designed for setting your watches. It displays the current time alongside complications that would feel at home on a mechanical watch — moon phase, day/night indicator, leap year tracker, GMT hand, and chapter ring — so you can quickly set the time and complications on any watch in your collection. It's a small detail, but it signals that this app was made by people who care about horology, not just productivity software.

Coming soon

• Wrist Check — A community feed for sharing what's on your wrist. Currently in development.
• Android — If there's enough demand, an Android version is planned.

Pricing & availability

Privacy

This is worth emphasizing to readers: Horolog stores all collection data on-device and in the user's personal iCloud account. No watch data, purchase prices, or wear history is sent to external servers. The app collects only basic, anonymous analytics. For collectors who are understandably cautious about broadcasting what they own, this is a meaningful distinction from cloud-first alternatives.

About the makers

• Eric Kunz — Engineer at Instagram, founder of High Line Labs LLC, based in New York City. Member of the Horological Society of New York. Has designed watch collaborations between Meta/Instagram and major watch brands. Passionate about the intersection of digital design and traditional craftsmanship.
• Sean Bedford — Engineer at Meta, based in London. Watch collector and co-builder of Horolog.

Built under High Line Labs.

Press assets & contact