From Instagram trends to TikTok takeovers, enthusiasts like Kristian Haagen are giving watches a new audience — but are brands ready to embrace this new era?
Meet Kristian Haagen, self-described “middle-aged watch collector” and author of eight watch books, a man with 156,000 followers keen to know his latest watch-related thoughts. “I came late to being an influencer and, really, being one wasn’t anything I thought I should be proud of. My privilege is that I get to talk only about watches, which is a very niche product”. In fact, it is all a bit odd, he says: “You buy a watch and talk about it, and other people buy the same watch. That’s strange.
Certainly, the reach of influencers – notably those with the leverage of genuine subject knowledge and a personal rapport with engaged followers – can impress.
Moving on, the nature of social media is maybe also why, given the algorithms at work, it skews towards the same kind of watch content. Even the same kind of watches, suggesting a trend – for steel sports watches, for example – or a spike in the desirability of a certain model has come up organically when actually it has been generated through data mining.“There’s a huge issue here.
“The problem is that are stuck in this idea of a very polished, perfect world,” says Maxime Couturier, co-founder of brand marketing agency Apresdemain. It has worked with the likes of the Fondation Haute Horlogerie and Girard-Perregaux, and last year launched ‘Heist Out’, an underground, dissident watch magazine. “ can be an amazing tool to grow interest in watches, and to connect collectors, but needs to get beyond its image as always being an expensive-looking guy in a Patek.
“What’s really shifting, importantly, as a result of influencers is that is becoming more open as a hobby – it’s not just an old boys network talking about luxury Swiss watches,” argues Lydia Winters, who only discovered her passion for watches five years ago and now shares her watch photography with her many Instagram followers and ‘This Watch Life’ podcast.
On the other hand, as Broer notes, the influencer ecosystem, and its appeal to watch brands, seems to be bifurcating between influencers who are, as he puts it, “watch people, who have an emotional connection to the products”, and the growing army of “professional influencers” who are ready to push any product, watches included, often without revealing the deal that lies behind their enthusiasm; the ones, as Hast jokes, who seem to spend a lot of their time with their tops off standing by...
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
AI Reshaping the Real Estate LandscapeArtificial intelligence is revolutionizing the real estate industry, impacting everything from property valuation to tenant management. AI tools are streamlining operations, enhancing customer experiences, and driving data-driven decision-making.
Read more »
Trump's First Days in Office: Reshaping Government and Gaza Resettlement ProposalPresident Trump's early actions in office demonstrate a focus on transforming the federal government. From implementing hiring freezes and curtailing diversity initiatives to proposing the dissolution of FEMA, his policies reflect a significant departure from previous administrations. Furthermore, Trump has sparked controversy with his suggestion to relocate Palestinian refugees from Gaza to other Arab nations.
Read more »
AI Reshaping Businesses at Rapid Pace, KPMG Survey FindsA KPMG survey reveals that a majority of senior executives anticipate significant transformation in their businesses within the next 2 years due to artificial intelligence (AI). Investment in generative AI is surging, with organizations moving from pilot programs to major budget allocations. The survey also highlights data quality and employee adoption as key challenges for successful AI implementation.
Read more »
The Price of Glory: How Money is Reshaping College FootballThis article examines the growing influence of money in college football and its impact on rivalries, player recruitment, and the overall landscape of the sport. It uses the 2024 season as a case study, highlighting how teams like Ohio State are leveraging NIL collectives to secure top talent and gain a competitive edge.
Read more »
The Rise of Ozempic and Wegovy: Reshaping Fashion and Wellness TrendsFrom weight loss jabs dominating headlines to a surge in second-hand clothing sales, the accessibility of semaglutide-based drugs like Ozempic and Wegovy is causing unexpected shifts in the fashion and wellness industries. This guide explores the impact on luxury retail, size inclusivity, and the beauty sector.
Read more »
AI Reshaping the Future of Work: A Conversation with Microsoft's Jared SpataroThis episode of the Harvard Business School podcast explores how AI is changing the nature of work, featuring an interview with Jared Spataro, Microsoft's Corporate Vice President of Modern Work and Business Applications. They discuss Microsoft's strategy for AI integration, the importance of responsible AI development, and the impact on business processes, jobs, and tasks.
Read more »