Influencer”: The Most Overrated Word In Watchmaking?

In the world of watchmaking that silver bullet has been identified as the influencer Either enjoying or having enjoyed a successful career outside the scope of the brand he or she is professionally endorsing, brand ambassadors use their popularity to positively help the watch brand by association The more followers on social media, the more they charge a brand to feature their products on their channels.

I recently dug into this topic when I saw that a Swiss haute horlogerie brand that I hold in very high esteem had hired the services of such an influencer The brand flew her out, first class of course, to a major event it was staging, where even the CEO seemed to have been caught in the aura that this influencer cast While the brand in question also has to keep a keen eye on the quality of its marketing investment, the price point of its products means that the effectiveness most likely increases as the audience's income does; in other words, this influencer's audience can far more easily afford the second product over the first.

In the end, it comes back to one vital question for brands: who are your customers, even the potentials? . Source