It's fascinating to observe that even brands with relatively lower activity can showcase similar reach patterns. Take Zenith, for instance. It has 11,400 subscribers on YouTube with 254 videos, yet on TikTok, it has amassed 42,500 followers and 215,000 likes with only half the number of content. This shows the potential of different platforms.

Key Insights to Remember

Not all YouTubers in the watch space have a strong foothold on TikTok. YouTube has its own set of stars like Mike Nouveau and The Watch King.

Arts vs Sport in the Watch Industry

In the digital arena, watch brands are populated by products and ambassadors from two main worlds - sports and the performing arts. Rolex and Omega have an equal presence in both, while Cartier focuses on film. Most other watch brands concentrate on sports with occasional forays into the red carpet.The watch industry has historical ties with the sporting industry. Early watchmaking was linked to global exploration and navigation. Men's wristwatches emerged from the battlefield. Exactly 100 years ago, Cartier created the first men's wristwatch for Brazilian aviator Alberto Santos-Dumont. In 1927, Mercedes Gleitze became Rolex's first ambassador by swimming across the English Channel wearing a waterproof Rolex Oyster, and Omega's partnership with the Olympics dates back to 1932.The world of sports aligns well with watchmaking's claim of precision. Rolex primarily supports tennis as the official timekeeper of Wimbledon and golf. Hublot is strongly associated with football. Tag Heuer supports Formula One, and Omega serves as the official timekeeper of the Olympic Games. Breitling focuses on rugby in the UK, Panerai has ties with sailing, and Richard Mille has ventured into padel.These examples highlight the diverse ways in which watch brands are leveraging different sports and arts to connect with their audiences and establish their presence in the digital age. Each brand's choice of focus reflects its unique identity and marketing strategy.