SOCIAL MEDIA TRENDS
AT WATCHES AND WONDERS
the hottest social media trends from Watches and Wonders
GET THE PULSE ON WATCH BRANDS
This white book dives into the key social media takeaways from the biggest watch fair of the year.
🔎 Inside, you will find:
• The growing public appetite for watchmaking
• A few standout social media trends, including…
• Why mastering leaks and teasers is now non-negociable
• How CEOs have officially become influencers
• Are journalists turning into sandwich board men? (Spoiler: not exactly. Let’s unpack it.)
• And a few things not to do on social media. Yes, I went there.
👀💬Curious? Drop a comment and I’ll send it over!
RECEIVE THE WHITE BOOK 👇
MASTER THE TEASING
Ahead of Watches and Wonders 2025, several leaks and brand teasers generated significant buzz among watch enthusiasts. While some information was speculative, others were confirmed during the event.
Social Media Case: Rumors suggested Rolex would introduce a new model named the Land-Dweller. On Reddit, the r/rolex community actively shared and analyzed potential leaks, including renderings of upcoming models and interpretations of teaser content. Source: Reddit
Picture: Revolution
ENGAGEMENT vs. Reach
Strong brand storytelling and engagement are audience must-haves. The saturation of social media pushes watchmaking maisons to find creative ways to stand out and truly connect with their audiences, ultimately to drive desire and sell more watches.
One key lever is original content, which allows brands to differentiate themselves in a crowded feed. But not all maisons embrace this approach, resulting in communication that can feel impersonal and uninspired.
Picture: Time + Tide's Andrew McUtchen
Enga-gemenT vs. Reach
CEOs are the new influencers
This year CEOs took the stage of Social Media and are becoming more and more brand ambassadors
Journalists or sandwich board man?
Watching journalists hop from booth to booth, endlessly praising every watch as “amazing,” can feel dizzying. But journalists play a key role in shaping the reputation of a new release.
In the end, everybody can be a content creator
User Generated Content is now as much important as large media campaigns and good news, it is sometimes free.
