The 5 watch brands most talked about during lockdown – FHH Journal

The Covid-19 outbreak and the resulting pandemic have left a ripple effect in all corners of our lives, including our consumption habits, with luxury sales for Spring 2020 at 70% less than last year. At the same time, the pandemic has pushed luxury watch brands to strengthen their e-commerce offer. The brands that come out on top post-lockdown will be those that deliver the smoothest online shopping experiences: Piaget Virtual Salon is a good example. In addition, a trend usually seen during the holiday season is back in full force: selflessness. Research from Facebook on Instagram interactions shows that the number of posts related to personal gifts has increased even more than in the run-up to Christmas 2019. This could be a sign of hope for the luxury market, as shoppers seek to brighten up a difficult time.

The Covid-19 quarantine has also inspired the community to find new ways to connect and share their passion for watchmaking, with ideas such as of the deployer “Pull out your watches!” initiative. Panerai entertained its community with weekly talks on the #OwnYourTime interactive platform. Brands and blogs were rolling out ways to bring their communities together, such as Theo and Harris‘ vlogs documenting how they coped with quarantine. During one of the most unprecedented times in recent history, we take a look at which brands have managed to stay relevant on social media, using social listening tools to identify which ones have been mentioned the most.


It is one of the most popular luxury watch brands on social media, featuring in many of our previous top 5, as the most talked about brand during Lunar New Year and the number one watch brand on TikTok. Rolex watches have a reputation for being markers of success – a 2018 marketing manual describes it as the most ambitious brand – so in a time when people are looking for an escape, chatting and dreaming about a Rolex is a popular option.


Here’s a brand that’s used e-commerce and the online experience to keep customers engaged even during a pandemic, bringing their designs to them. With 80% of its stores closed in April, the brand created the Watch meetings platform to showcase new releases. This exploitation of online platforms has helped her stay relevant on social media. In one interviewChief Executive Cyrille Vigneron said more and more people are asking how to have products shipped to loved ones for birthdays and other special occasions, showing how e-commerce can help connect people.

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Despite the postponement of new watch production during the crisis, Tudor has remained relevant on social media. The brand maintains a strong presence on platforms like Instagram with almost daily posts. Regular posts about ambassadors, including Lady Gaga and David Beckham, also help keep tabs on the brand.


One of the few brands to continue to launch new watches this year, Patek Philippe’s surprise announcement that production facilities would reopen earlier than most, in April, might have sparked discussion on social media. Like Rolex, Patek is a mainstay in our Top 5 whose efforts to stay on social media will have been a big factor in connecting with fans during lockdown.

Audemars Piguet

Before closing its manufacturing facility, the brand introduced modernized versions of its iconic Offshore Chronograph that were coveted on many blogs. This timely release will have helped the brand stay relevant at a time when minds were elsewhere.

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