Impact Of Social Media On The Watch World - Part I: The Influencers

Social media is more than just cat videos and aura fails. It has been an enabler of unimaginable attainment of reach and attention for brands and individuals. If it’s one thing that could be merited as the most impactful modern-day inception, it would be social media. Nothing has connected people at a level as accessible as what YouTube, Instagram, Twitter or Facebook have. These channels or “applications” have transformed social exchanges and interactions while mitigating the reach-restriction of traditional communication means.

The magnitude of social, cultural, emotional, economic as well as political impact from social media is a given of its digitalization of creation as well as exchange of user-generated content. It’s virtually unrestricted in its range of engagement and scope of interaction. It is also a medium that has birthed the concept of “influencers” and has consequently spawned a seemingly-infinite heft of “subject experts” on topics that range from wellness to wars and from wines to watches.

It is the latter that’s of special interest for us.

Obsessing Over Watches Before Social Media

Social media has practically shrink-wrapped the entire planet. Before the age of social media madness, online forums were the only existing media where collectors and enthusiasts could engage in open discussions, whatever be the topic. Sharing knowledge and building a community was the consequent obtainable alongside appreciating (or criticising) member’s purchases. While such a platform was very informative, to its merit - it wasn’t oversaturated with hype-driven opinions. That came later with social media.

Social media brings together individuals with a shared interest, but varying preferences. It is community development at its best accessible level, however not entirely refined. The evolution from text to pictures was a favorable shift on many forefronts with the chief being a mitigating reliance on text-hefty watch related content.

Watch Influencers: Opinions vs. Influence

Let’s get real, in India, there is really no such thing as an influencer when it comes to watches. Think about it: would you spend ₹60 lakh on a watch because someone who also promotes sunglasses, sneakers, and perfumes posted about it on Instagram? Would you take their opinion seriously if they have no real understanding of horology, history, or the emotional and technical value of fine watchmaking?

This isn’t to discredit influencers - they do a fantastic job of creating beautiful content, generating visibility, and keeping the conversation alive. But for watch connoisseurs and serious collectors, the decision to buy a watch is rarely driven by what an influencer posts. These buyers know the product, the history, the nuances. They don’t need to be convinced that a watch is “cool” - they care about whether it deserves a place in their collection. Social media has undeniably added a valuable new layer to the watch ecosystem - making watches more visible, more approachable, and helping to educate those who are just starting their journey. Content creators and reviewers who share specs, comparisons, and transparent opinions - rather than brand-scripted stories - can help legitimize choices and guide less experienced buyers.

But influencing a serious purchase decision? That’s still something earned through trust, expertise, and passion - qualities that go far beyond a few curated posts on a feed.

The Types Of Watches Related Content Creators

In categorizing the creators of watches related content, we need to acknowledge the fact that social media has become a powerful consumer information space where credible opinions from industry veteran experts, retailers, nerdy enthusiasts and even entertainers are readily available for consumption.

For gaining insights from someone who’s literally a talking encyclopedia of watches, you need to follow Tim Mosso of The 1916 Company. The man has a very direct and strong insight for brands as well as the industry, and is literally the best reviewer of watches.

Content creators such as Teddy Baldassare (who has ventured into retail as well), Adrian Barker, Theo and Harris, Jenni Elle, and Britt Pearce, focus on specs all while having distinct expressions and opinions on watches as well as the industry trends.

Mike, creator of the channel This Watch, That Watch, presents a very thorough and nuanced industry analysis. Devoid of any sales hype, his is plainly a well-educated opinion on the industry, watches and the hobby of watch collecting.

Marko Koncina (Swiss Watch Gang) is the one to follow if rare and obscure watches from rarely known watchmakers is what keeps your enthusiasm alive. The man goes every extra mile in every possible direction to bring the best of least known collectors and watchmakers.

Marc André Deschoux (Watches TV) is a specialist on everything watches and is even credited as the first creator of high-quality horology content on YouTube. The channel of popular pre-owned luxury watch retailer, Watchfinder & Co. is a delectable entity where content presentation marks a peak benchmark of finesse and artistically crafted words. The former holds true for Andrew Morgan, formerly of Watchfinder & Co. who has started an independent YouTube channel on watches.

John Reardon (Collectability) is a seminal specialist in everything Patek Philippe. He’s the absolute authority when it comes to vintage Patek.

If you like a loud opinionated reviewer of watches, look no further than Nico Leonard. He’s the watch Youtuber equivalent of Piers Morgan.

Social Media For A Cause

Social media can be an incredibly powerful catalyst for change in a fundamentally unapproachable and redundant industry. It is likely that YouTube conversations or Instagram comments do make their way to brand boardrooms and incite favorable adjustments, much to the broader liking of consumers.

Reducing the hobby to mere specs won’t do it any good. Likewise, there’s no true gain from reductive opinions. A healthy discussion on social media fosters better accessibility to the knowledge of watches and the industry current affairs. While this definitely favors seasoned purists, it’s also a key in attracting a new breed of enthusiasts.

Thus, social media is all for good. Or is it?

Stay tuned for part two: The Influence.