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  • ClickZ Watches | Why ‘Interest Media’ Is the New Power Player in Watch Marketing

ClickZ Watches | Why ‘Interest Media’ Is the New Power Player in Watch Marketing

Plus, Tudor’s F1 collab uses carbon fiber and racing buzz to grab high-end attention.

Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 💡

LUXURY WATCH INNOVATION

Jaeger-LeCoultre’s limited-edition Reverso models leverage intricate artistry—such as Gyrotourbillon mechanics and miniature enamel painting—to anchor its brand prestige during Art Deco’s centennial. This celebrates craftsmanship and historic storytelling, providing marketers with a blueprint for creating heritage-driven luxury positioning that resonates with cultural milestones.

BRAND STRUCTURE STRATEGY

Rolex, structured as a non-profit trust under the Hans Wilsdorf Foundation, generated over $11 billion in 2024 while maintaining tight control over production and brand perception. This rare model allows independence from shareholders, delivers long-term market stability, and secures tax advantages—critical insights for marketers assessing luxury positioning and corporate structure. The opacity surrounding its actual charitable contributions challenges marketers to scrutinize authenticity cues in brand narratives.

CONSUMER ELECTRONICS GROWTH

Digital watch sales are forecast to surge from $32.6 billion in 2024 to $115.7 billion by 2034, driven by consumer demand for feature-rich smartwatches and supported by North American market dominance. U.S. tariffs are pressuring margins and supply chains, prompting manufacturers to explore domestic production and alternative sourcing. For marketers, evolving consumer preferences and trade dynamics signal opportunities in branding, digital channels, and positioning value-driven smart technologies.

LUXURY BRAND DOMINANCE

Rolex has maintained dominance in the luxury watch sector for a century by blending technical innovation (such as the waterproof Oyster), powerful branding, and sustained cultural relevance. Its nonprofit ownership structure and bold retail strategies, including certified pre-owned offerings and global acquisitions, further reinforce its unparalleled market influence. Marketers can learn from Rolex’s strategic commitment to exclusivity, legacy building, and tightly controlled distribution channels.

LUXURY TIMEPIECE LAUNCH

Tudor’s Black Bay Chrono “Carbon 25” leverages F1’s marketing momentum and partnership with the Visa Cash App Racing Bulls team, releasing a limited-edition, carbon-fiber chronograph priced at $7,575. Its exclusivity, tech-forward build, and automotive alignment position it as a high-profile brand awareness tool for connecting with motorsport audiences.

LUXURY BRAND COLLABORATION

IWC’s relaunch of its Ingenieur line highlights how luxury watch brands use celebrity partnerships—like George Russell’s high-profile social media tease of a bespoke model—to drive anticipation and buzz in target markets. Marketers should note the strategic impact of integrating exclusive product reveals and influencer endorsement with broader lifestyle branding, capitalizing on influencer reach and limited-edition scarcity to amplify demand and relevance for aspirational products.

Influencer Corner 📢

Visual Rules to make you stop scrolling. | Juan Campdera

Capture your audience's attention? Visual composition isn't just about making things look good, it's about guiding your audience through your message with purpose. These visual principles act as the foundation for powerful communication, helping you arrange elements in a way that’s eye-catching, aesthetic, and legible.

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Optimization Hub 📈

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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ClickZ is a Contentive publication in the DTC eCommerce division