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Your Weekly Watches Newsletter | Your Amazon Strategy is Missing This🔎

Plus: The data behind the world’s #1 watch brand📈

Author

Rafe Houston
February 27, 2025 • Estimated Reading Time: 9 minutes

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Welcome to ClickZ Watches, your essential newsletter for watch eCommerce professionals. Now is the perfect time to wind up your strategies and set the pace for a successful year ahead!💫 

Editor’s Pick ✨

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

WATCH TRENDS

The SAG Awards 2025 provided a platform for showcasing the intricate balance between heritage and innovation in luxury watchmaking. Notably, Jeff Goldblum's choice of a Tiffany & Co. watch and Timothée Chalamet's Cartier pendant watch underscored the strength of blending classic elegance with contemporary flair. This highlights a crucial marketing strategy: leveraging celebrity endorsement to underscore both timeless appeal and modern sophistication, enhancing brand prestige within affluent consumer circles.

Kieran Culkin's selection of an Omega Seamaster effectively illustrates the synergy of aligning established luxury brands with high-profile figures, reinforcing brand authority. Eydelshteyn's choice of a Jacob & Co. piece, with its unique flair, underscores the evolving narrative around luxury products—leveraging distinctive brand stories to captivate and sustain interest among style-conscious collectors. The actionable insight here lies in optimizing digital campaigns to weave these narratives seamlessly into online experiences, elevating consumer engagement and driving brand desirability. Such strategies offer pathways to harmonize traditional craftsmanship with digital innovation in the luxury watch industry.

LUXURY TIMEPIECES

Rolex continues to lead the luxury watch market, asserting brand supremacy with a commanding 36% share of all sales on Bezel and significantly outpacing its competition. This dominance provides a masterclass in balancing heritage with innovation—key for brands seeking to optimize digital strategies. The enduring appeal of models like the GMT-Master II and Datejust demonstrates the potent mix of timelessness and modern appeal, offering insights into maintaining brand allure across digital platforms.

Brands like Grand Seiko and Tudor illustrate growth by delivering exceptional value, yet Rolex's enduring prominence highlights the importance of a cohesive brand identity. The preference for larger watch cases and classic designs points to niche opportunities for digital marketers. Effective campaigns can tailor content to resonate with style-conscious consumers, focusing on heritage while surfacing innovation. This creates actionable opportunities for refining digital engagement strategies, allowing for deeper connection with affluent collectors and aligning with luxury market trends to elevate brand presence and drive eCommerce success.

LUXURY WATCH MARKETING

Grand Seiko, transitioning from accessible luxury to a premium brand, exemplifies the strategic shift in the luxury watch market. The $100K Masterpiece Limited Edition highlights this evolution. Though crafted impeccably, it struggles against established titans like Patek Philippe, illustrating the complexities of balancing heritage with modern pricing and digital engagement strategies.

Watch Launches ⌚️

INNOVATIVE LUXURY TIMEPIECES

Audemars Piguet marks its 150th anniversary by merging heritage and innovation in its new perpetual calendar watches. The Calibre 7138 revolutionizes adjustment ease, appealing to tech-savvy collectors. Limited editions like the Royal Oak Perpetual Calendar Openworked offer distinct heritage marks, providing strategic leverage for optimized digital campaigns that captivate affluent consumers.

WEARABLE INNOVATION

Tissot exemplifies the fusion of cutting-edge technology with traditional watchcraft, notably through the T-Touch lineup, setting a benchmark for innovation in the wearable tech industry. By integrating solar power for sustainability, Tissot reinforces brand loyalty, offering pivotal insights into cultivating user engagement through the dynamic blend of heritage and modernization.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Optimization Hub ⚙️

AD PLATFORM EVOLUTION

WTF is open-source marketing mix modeling?

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It’s great to see the shift away from the fundamentally broken model of user-level and cookie-based MTA, which has been eroded by signal loss from privacy changes. Since iOS 14 and ATT, opt-out rates have hit ~75%, leaving major measurement gaps. A machine learning probabilistic approach is the way forward."- Sam Carter, CEO of Fospha

DIGITAL MARKETING PLATFORMS

The article provides a comprehensive overview of key social media platforms, emphasizing their relevance for marketing. Highlighting platforms like Facebook, Instagram, LinkedIn, and TikTok, it underscores their potential for brand growth, audience engagement, and strategic targeting, offering marketers practical insights into effectively utilizing these digital tools.

ADVERTISING INNOVATION

P&G's AI-driven strategy transforms advertising by optimizing ad spend and enhancing communication through rapid ad testing and media automation. Reinventing the agency model, P&G focuses on efficiency, quality, and flexibility, achieving significant cost savings and improving creative outcomes. This strategic innovation offers insightful parallels for enhancing Amazon platform performance and consumer engagement.

Social Media Marketing

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