ClickZ Watches Newsletter - 11.14.2024

PLUS: Seiko’s denim watch divides opinions

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 8 minutes

Niche Nuggets 🔎

The Patek Philippe Cubitus, despite initial criticism, sold for $112,500 at an online auction just 25 days post-launch. This sale, nearly double its retail price, highlights its market demand. Supported by industry figures, the watch's success underscores Patek Philippe's effective strategy amidst social media buzz.

The Marni x G-Shock collaboration on the GMD-S5610MA-7ER showcases how partnerships can blend distinct brand identities to create standout products. Combining Marni’s vibrant aesthetic with G-Shock’s classic 5600 series and renowned specs, this release taps into early-2010s streetwear nostalgia—a trend resonating with younger audiences and collectors.

For marketers in the watch industry, collaborations like this highlight the power of aligning with fashion brands to reach style-conscious consumers. Exclusivity, such as limited availability on Marni’s web store and select locations starting November 6, adds to the appeal, creating urgency and buzz. As fashion partnerships continue to grow, this trend underscores the importance of leveraging cultural nostalgia and cross-industry alliances to drive engagement and sales.

The Seiko 5 Sports Denham Limited Edition watch draws from the iconic SKX series, incorporating denim-inspired hues and subtle Denham branding. While the design concept captures the rugged yet refined appeal of denim, the use of a nylon strap falls short of aligning with Denham’s luxury brand image. A higher-end Prospex model featuring a genuine denim strap could have elevated the collaboration, appealing to both watch enthusiasts and premium fashion consumers.

This release highlights the importance of ensuring that every detail in a co-branded product reflects the values and quality expectations of both brands, creating a more compelling and cohesive offering.

The Sternglas Merion creatively twists Bauhaus design, offering a vibrant dive watch with a vintage touch. Its bold color scheme and reliable Seiko movement make it a standout piece. With features like a Supercompressor case and tool-free bracelet adjustment, it appeals to both Bauhaus enthusiasts and newcomers.

Affordable watch brands like Timex, Casio, Swatch, and G-Shock are making waves among celebrities, proving that style doesn’t have to come at a luxury price. Will Ferrell sports a Timex Camper, while Bill Gates opts for practical Casio dive watches, echoing the simplicity of Steve Jobs’ iconic wardrobe. In music, Tyler, the Creator wears a Casio MQ24-9B, and Central Cee favors G-Shocks. The Omega x Swatch MoonSwatch collaboration has also caught attention, with fans like Daniel Craig and Ed Sheeran. These trends highlight the growing appeal of affordable, stylish watches that resonate across diverse audiences.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

The latest benchmarking data from full-funnel marketing measurement provider   Fospha reveals that Meta and Performance Max still dominate as the highest-spend channels for fashion brands, holding an average of 35% and 30% of budget respectively. This is a testament to the channels’ ability to support both brand-building and conversion activities at scale, both key components for sustained growth. 

Pinterest, making up an average of 1% of fashion brands’ budgets, delivered the highest ROAS across all channels in Q3. Higher revenue efficiency is not rare for smaller channels – but Pinterest’s ability to outperform other lower-spend platforms likely reflects its unique suitability for fashion marketing. Widely used as a hub for discovering and curating style inspiration, fashion advertising can easily be made to feel native to the platform experience. With Pinterest ad spend up 51% year-over-year across all industries, it seems more brands than ever are eager to tap into the platform’s growth potential and unique advantages.

BigSummit emphasized the importance of multi-channel strategies for e-commerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

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