The Tamesis
Relocating far from video-driven systems like TikTok appears to just benefit titans like Rolex, which has actually climbed up the electronic positions with fixed pictures commemorating the success of its tennis ambassadors Carlos Alcaraz and Jannik Sinner at significant competitions. This success counts on Rolex’s clever material technique, along with the international reach of its pick ambassadors.
On the other hand, brand names that remain to count largely on standard media have actually been shedding ground. Cartier, which has actually long controlled Instagram and YouTube, saw its rating decline from 100 to 75.7 on TikTok and from 87.9 to 71.3 on YouTube. Omega likewise decreased on TikTok (86.4 in 2024, 72.8 in 2025) and Instagram (84.5, 71.5 in 2025). Nevertheless, Panerai took on a various technique and escaped from the video clip system for Facebook, experiencing the largest losses: its ranking on TikTok went down from 56.9 to 2.8, and its ranking on YouTube went down from 48.1 to 19.7, shedding presence in one of the most energetic edges of the electronic round. On TikTok particularly, minimal task– just 16 blog posts over the previous year– has actually obstructed Panerai’s capacity to keep up.
Workmanship and star as advertising chauffeurs
This year, target markets reacted highly to human-centered narration, specifically in video clip style. Investments in workmanship and star recommendations are repaying, with blog posts concentrating on the technicians of a wrist watch or the watch used by an ambassador driving the highest possible involvement degrees throughout systems.
Leading doing electronic blog posts fashion industry 2025 Watch Index is a TikTok video clip from IWC that informs the tale of a watch manufacturer’s job procedure. The video clip, which has actually acquired 2.8 million sort and 83,000 shares to day, highlights the fragile installment of the Leading Weapon watch by watch manufacturer Florian Salzer, a layout that humanizes the workmanship, gets in touch with the target market, and maintains visitors enjoying and sharing.
Audemars Piguet’s most preferred TikTok likewise fixates workmanship while integrating intriguing social components. In the video clip, the watch manufacturer engages with the watch and the Kaws-designed personality, that revives, and goes through the Vallée de Joux, where the brand name is made. The video clip has actually gotten 105,000 sort and over 7,400 shares.
