The watch industry, long synonymous with tradition and exclusivity, is undergoing a fascinating transformation as it adapts to the digital age. While luxury timepieces historically found their audience through high-end magazines and boutique shops, today’s luxury watch market is thriving on social media platforms like TikTok, Instagram, and YouTube. Thanks to the rise of influencers, the appeal of watches is reaching younger, more diverse audiences and transforming how these timeless symbols of craftsmanship are marketed and celebrated. But the industry also faces challenges as it reconciles its storied heritage with this new, fast-paced digital landscape.
Modern Storytellers for a Classic Craft
At the forefront of this evolution are watch-focused influencers, whose unique ability to connect tradition with modernity has brought watches into the social media spotlight. Kristian Haagen, for instance, is a seasoned watch enthusiast who has amassed a following of 156,000 by offering nuanced insights on trends like the resurgence of smaller 34mm designs. Similarly, Robert-Jan Broer of Fratello Watches has blended the traditional and digital worlds in innovative ways. His #SpeedyTuesday campaign celebrating the Omega Speedmaster created not only a global fan community but also inspired two wildly successful limited-edition models.
Brynn Waller, founder of Dimepiece, is another prominent voice reimagining the watch industry by focusing on underrepresented groups. By bridging horology with fashion and accessibility, Waller is carving out space for women and younger buyers, challenging the traditionally male-dominated narrative of watch culture. Collectively, these influencers are reshaping consumer preferences, ultimately broadening what it means to be a watch enthusiast.
Influencers and the Democratization of Watches
Luxury brands, often viewed as guardians of tradition, have started embracing influencer marketing to stay relevant in a shifting marketplace. Early adopters like Daniel Wellington used Instagram partnerships to rocket the brand into mainstream success, achieving $228 million in sales in just three years. Other luxury heavyweights, including TAG Heuer, Hublot, and IWC, have followed suit, experimenting with social media initiatives to reach younger demographics.
One of the most notable collaborations saw IWC become the first luxury watchmaker to livestream an event on TikTok in 2024—an unprecedented move that signified growing openness among legacy brands to the social media frontier. Even small, independent watchmakers like AnOrdain and Paulin have found success by partnering with influencers and bypassing traditional advertising. By engaging grassroots audiences, these microbrands have democratized appreciation for fine timepieces, making the art of horology more accessible and inclusive.
As Lydia Winters, a watch photographer and podcaster, eloquently puts it, such collaborations are helping to “democratize watch appreciation,” moving the industry away from its once impenetrable image. Indeed, influencers have become the storytellers of a new era, where watches are no longer just luxury items but cultural symbols with history and relevance.
Balancing Opportunity with Challenges
Despite the overwhelming success of social media-driven campaigns, this influencer-led revolution is not without its tensions. Critics argue that influencers risk diluting exclusivity—the very attribute that has long defined the luxury watch industry. Brands like Patek Philippe, for example, have seen iconic models such as the Nautilus lose part of their mystique due to overexposure on social media.
Questions over authenticity also hover over influencer marketing strategies. As the market grows saturated with content creators, discerning genuine voices from algorithm-driven personalities becomes increasingly difficult. Don Cochrane, founder of Vertex watches, suggests this oversaturation could weaken the industry’s credibility if influencers prioritize engagement over expertise.
Traditionalists, meanwhile, worry that social media’s frenetic pace clashes with luxury horology’s commitment to timeless craftsmanship. Instagram accounts like the Horological Dictionary often mock the perceived pretentiousness of the industry, underscoring the cultural tension between humor-driven content and the highbrow world of fine watches.
Even from a sales perspective, the power of influencers remains mixed. While influencer-driven campaigns create buzz, brands like Paulin Watches have reported that traditional reviews still produce more direct sales spikes, suggesting that influencers may be more effective at building awareness than driving immediate purchases.
Shaping the Future of Watch Culture
As the industry sits at this crossroads, the influence of social media creators cannot be ignored. Influencers have undeniably opened up the conversation, allowing the watch industry to connect with younger, more diverse audiences. Whether facilitating a renaissance or risking overexposure, they’ve reshaped how watches are marketed and appreciated, creating a vibrant new ecosystem at the intersection of tradition and modernity.
The challenge for brands lies in finding the right balance—embracing this new mode of storytelling without compromising the heritage and craftsmanship that define the very essence of horology. For an industry built on precision and timelessness, navigating the fleeting rhythms of TikTok and Instagram may seem paradoxical, but the opportunities for growth are undeniable.
In the end, whether this era marks disruption or rejuvenation, one thing is clear: influencers have forever altered the course of watch culture. Time will tell how the industry continues to adapt, but for now, the world is watching—and clicking “follow.”
