"Marketing competition is ramping up between watch brands making plays in the digital space. While legacy platforms such as YouTube, Facebook and Instagram remain steady hubs for marketing activity, some industry leaders plateaued or lost momentum this year when it came to native content. Meanwhile, more agile brands shifted their energy toward younger-skewing, short-form video platforms such as TikTok and Douyin (all 20 brands surveyed are now active on Asia's video-focused platform, including the most conservative legacy names), and some have recorded impressive growth."
"Four are global social media platforms - Facebook, Instagram, TikTok and YouTube - while two are China-native: WeChat and Weibo. WeChat is primarily used for customer service and loyalty programs; Weibo, for public-facing posts. A third China-focused channel, Xiaohongshu (Little Red Book), has also become an important discovery platform for luxury, propelled by lifestyle-led and community-driven content. Then, there's also Douyin, the Chinese sister app of TikTok."
Marketing competition among watch brands increased as audiences migrate toward younger-skewing, short-form video platforms. Legacy platforms like YouTube, Facebook and Instagram remain steady hubs, but some industry leaders plateaued or lost momentum on native content. Agile brands shifted energy to TikTok and Douyin, with all 20 surveyed brands active on Douyin and several reporting impressive growth. Audience behavior shifts reshuffled digital marketing rankings: early adopters improved standings while heritage-focused brands saw momentum fade. Craftsmanship-focused "making" content and celebrity "mythmakers" continue to perform strongly. The Vogue Business Watch Index evaluates brand performance across global and China-native platforms using search visibility and an omnichannel score.
Read at Vogue
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