Social Media – The Best Accounts to Follow – Business

The strength of a watch brand’s vision and creativity is judged on its ability to create an immersive experience distinct from its products – the ability to elicit an emotion, to bring something that cannot be found anywhere else – like in a store, for example.

An impossible dream? Not completely. Some watchmakers continue to produce exceptional content, presented on creative, innovative and highly produced websites, and use social media expertly in ways that engage their tribes of loyal followers in an original and intimate experience.

The best websites

The youngest of the group, launched just a few days ago, belongs to Greubel Forsey. CEO and board member Antonio Calce took on the task of recalibrating the brand. The idea is that Greubel Forsey no longer has anything to prove in terms of technical mastery. It is therefore time to consolidate its design and its vision, firmly anchoring it in a young and contemporary dynamic. The new website reflects this new direction, with panoramic images, immersive videos, revamped collections and a dynamic and engaging interface. GF is back!

Then there is Ulysse Nardin. A large format video invites the visitor to “Xplore” the brand, before having the opportunity to discover the individual products, in a subtle and playful way. It is an impressive achievement.

The latest example is the independent Louis Moinet, whose website showcases the watchmaker’s entire universe and signature aesthetic, which merges the historic with the futuristic. The site is built around three chapters, within which visitors can navigate freely between Past, Present and Future. This quirky, creative and engaging approach is one we’d like to see more of.

The best Facebook page

TAG Heuer! The La Chaux-de-Fonds brand avoids the trap of product promotion and the boring strategy of “posting regularly at the same time every day”. The page is updated when the news requires it, often several times a day. It invites you to explore parallel universes: you can go behind the scenes at Porsche, meet sports coach Lise Billon, read press articles on TAG Heuer watches and watch exclusive videos. TAG also generously answers all questions from its fans. This is how it should be done.

The best YouTube channel

Videos can be expensive to produce and their impact is limited if you are not prepared to make the necessary investment. Watch brands are still hesitant about the strategy to adopt: quality productions, prestigious, rare but exceptional? Or less scripted, less produced, more informal clips that attract viewers with their authenticity and spontaneity?

Once again, TAG Heuer seems to have found the right balance. On the brand’s YouTube channel there are long-form podcasts with brand ambassadors (up to 56 minutes), short and highly produced videos, informal vlog-style videos (like the one with Porsche), tutorials of smartwatches, etc. but extremely enjoyable cocktail.

Spotify: an outlier

Very few watchmakers have chosen to explore audio, and IWC is one of the few. If you have a Spotify subscription and have time to spare on the go, you should listen to Partners in Time, the weekly podcast from Christoph J. Grainger-Herr (who shortened his name to Chris Grainger for the occasion). There’s background music, professional production, behind-the-scenes commentary and inspiration. This is unique in the world of watchmaking.

Twitter: AP case study

This year, Audemars Piguet will be honored to celebrate the 50th anniversary of the Royal Oak. But before diving into the festivities, you’d do well to familiarize yourself with the fascinating Twitter account. AP’s Twitter is vast, entertaining and interactive. The originality of the manufacture is obvious to all, and if it promotes its own content, it is also generous in retweeting what it has seen and liked. This highly accessible account makes the most of Twitter’s strength as a news medium. The Audemars Piguet account is an excellent example.

Instagram, two exceptions

Many watch brands fall into the temptation of simply copying and pasting their Twitter or Facebook posts onto Instagram. Few go to the trouble of creating exclusive, entertaining and engaging content. Patek Philippe and Jaeger-LeCoultre are the best examples. The former was relatively late on the platform and only posts once a month. The latter publishes beautiful informative pictorial compositions like you have never seen.