ClickZ Watches Newsletter - 01.23.2025

Plus: Why you are you underspending on upper-funnel campaigns📊

Author

Rafe Houston
January 23, 2025 • Estimated Reading Time: 8 minutes

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Welcome to ClickZ Watches, your essential newsletter for watch e-commerce professionals. As we tick through 2025, now is the perfect time to wind up your strategies and set the pace for a successful year ahead!💫 

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

The latest Rolex Submariner seamlessly blends heritage with innovation, featuring a modern 41mm case, Caliber 3235 for a 70-hour power reserve, and Chromalight for improved dive visibility. Constructed with eco-friendly Oystersteel, this timepiece not only sets luxury sector standards but also resonates with discerning, style-conscious consumers.

Romain Milet on LinkedIn:


I analyzed the Instagram growth of 50 watch brands to see who’s winning this game in 2024. Let’s start with the most impressive story: Furlan Marri A brand with no century-old archives, no big celebrity endorsements, no million-dollar ad campaigns. Yet, they grew by +55.9% this year…

Swatch introduces new official rubber straps for the MoonSwatch, offering 11 color options to match original models. These straps feature a two-tone design, Velcro closure, quick-release spring bars, and several sizes. At $45, they present a fitting and strategic choice for enthusiasts prioritizing affordability, brand authenticity and perfect compatibility.

Watch Launches ⌚️

Casio's G-Shock DW-5035E, celebrating the brand's 50th anniversary, exemplifies the synergy of tradition and innovation. Featuring a gold-tone bezel, solar technology, and shock resistance, it captivates style-conscious consumers and collectors. This release underscores strategies for integrating luxury heritage with cutting-edge technology, aligning with dynamic luxury market trends.

Electra resurfaces in 2025 with its Dare-Devil Diver collection, blending vintage allure with modern trends. This line features vibrant designs and top-tier functionality, appealing to both nostalgia and practicality. With a commendable movement and pricing, Electra strategically revitalizes its market presence, catering to contemporary watch enthusiasts and collectors alike.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive! 🫣

Alex Lieberman on LinkedIn:

I’m running this marketing plan for all of my businesses in 2025. I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Optimization Hub ⚙️

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

AMA is an AI-powered assistant transforming marketing tasks by offering efficient solutions. It provides conversational AI for streamlined ad strategy and data analysis, supports creative tasks with design ideas, and offers actionable insights. Its adaptability enhances efficacy, making it a competitive tool for marketers across industries.

Influencer Marketing

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Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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