ClickZ Watches Newsletter - 11.28.2024

PLUS: See how Rolex’s CPO program is redefining trust in Dubai

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Watches, your essential newsletter for watch e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns tick and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Hublot’s Big Bang Unico Novak Djokovic watch is a masterclass in sustainability and branding, crafted from Djokovic's used racquets and shirts. Its lightweight composite case and aluminum movement highlight cutting-edge material innovation. The four interchangeable strap options enhance its appeal, offering versatility for different tastes. This limited edition celebrates Djokovic’s achievements while showcasing Hublot’s expertise in combining exclusivity with eco-conscious design—an approach that resonates deeply with today’s value-driven luxury consumers.

Ahmed Seddiqi & Sons has launched the Rolex Certified Pre-Owned (CPO) program in Dubai, offering rare, certified vintage models that underscore trust and exclusivity—key factors in driving high-value sales. By debuting with a physical CPO salon in November 2024 and expanding online in 2025, the rollout highlights a strategic balance between in-store luxury experiences and scalable e-commerce opportunities, offering a blueprint for marketers navigating the growing demand for authenticated pre-owned luxury watches.

Hermès introduces the Arceau Robe Légère, a modern watch featuring paillonné enamel with an equestrian motif. The 38 mm white gold case is adorned with diamonds, and the dial showcases intricate silver leaf designs. Limited to 24 pieces, this watch combines traditional craftsmanship with contemporary flair.

Audemars Piguet’s new 43mm Royal Oak Concept Tourbillon Companion, limited to 250 pieces, merges high-end horology with contemporary art through its collaboration with Kaws. Featuring a titanium case and reimagined time indicators pushed to the edge to spotlight the tourbillon, the design caters to collectors seeking exclusivity and innovation. This art-driven approach highlights how unique collaborations can elevate brand appeal, offering insights into creating cross-industry partnerships that resonate with high-value audiences in both physical and digital marketplaces.

Luxury watches and jewelry are embracing playfulness, blending precision with creativity. Brands like Ulysse Nardin, Hermès, and Chopard innovate with unique designs, while Van Cleef & Arpels and Boucheron focus on storytelling and versatility.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.  

Jake Abrams on LinkedIn: Harsh DTC growth truth: 

Optimizing your 7DC Meta CPA is only half the job. 

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns.

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

ClickZ is a Contentive publication in the DTC Ecommerce division