Watch Plug
Engagement: Content Retainer
Services: Social Content Strategy, Organic Social Content, Channel Management, Video Production
Deliverables: Short-form content for TikTok, Reels & Shorts + Light Long-Form YouTube
Year: 2024
Category: Luxury / Watches / Bags / Resale
WatchPlug is a luxury reseller specializing in high-end timepieces and designer handbags, including Rolex, Audemars Piguet, Patek Philippe, and Hermès Birkins and Kellys. Operating at the intersection of luxury resale and digital commerce, the brand serves collectors, enthusiasts, and buyers across social platforms.
Brand Overview
Our goal was to grow WatchPlug’s digital presence through consistent organic content and short-form video storytelling tailored for TikTok, Instagram Reels, and YouTube Shorts, with the intent to increase brand visibility, engagement, and inbound inquiries.
Objective
Our approach centered on building a high-frequency content system designed for organic reach. We developed ideas, shot and edited content, and posted natively across platforms while tailoring topics, pacing, and messaging for WatchPlug’s core audience of collectors and luxury consumers.
Approach
Competitor and category research to understand what was working across luxury watch and resale accounts
Brand and audience discovery to define how the owner wanted to show up online and who he wanted to attract
Content strategy and idea development based on target audience, platform behavior, and brand tone
Short-form production across TikTok, Instagram Reels, and YouTube Shorts (shooting and editing)
Light long-form YouTube production to support deeper storytelling
Channel management, including uploading, posting cadence, and basic optimization
Community interaction by monitoring comments and engaging with viewers
Execution
Over the six-month engagement, the content generated more than 3 million organic views across TikTok, Reels, and YouTube Shorts. Average performance on Reels increased from roughly 10-20K views prior to the engagement to 100-200K views, with a top video reaching 884K. TikTok and Shorts channels, both launched from zero, consistently achieved 5-20K views, with a peak of 257K on Shorts. The brand grew by approximately 4,000 followers across platforms and saw higher engagement, inbound inquiries for watches and luxury bags, and increased visibility among collectors and personalities in music, entertainment, and streaming.