Instagram We Love: Daniel Wellington

Professional snaps from followers lend polish to this gorgeous ’Gram

For an Instagram with close to zero human faces on it, Daniel Wellington’s feed is surprisingly full of personality.

The 6-year-old Swedish watch brand, which is manufactured in China with Japanese movement, has one of the most eye-catching feeds in the watch world. Its photography is its differentiator. Product snapshots, candids of company retreats, even shots of media placements don’t have a home on this Instagram page.

The company exclusively posts professional (or at least professional-looking) photography that cultivates the feel of open-air adventure and the good vibes of a life lived leisurely—or at least stylishly.

And, from the look of it, many of its stellar photos were had gratis. Central to the brand’s Instagram strategy is consumer contests—namely, photography contests—that drum up engagement on the page but also put photo-savvy fans to work creating imagery for the company that helps flesh out the feed.

A brief breakdown of the brand’s ’Gram strategy:

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Outside influence
The feed is full of images like the ones above that show product on people in pretty outdoor scenarios. Daniel Wellington isn’t a sporty watch brand—but showing watches outside allows would-be shoppers to envision what wearing one of their watches in the real world might be like. Also, there’s the fact that the outdoors are often infinitely more beautiful than the indoors. As a brand, you should be chasing (and capturing) beauty at every opportunity.

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Flat lays 
A striking “flat lay”—photo lingo for a photo taken from above, usually of artfully arranged objects—always earns scads of likes. Daniel Wellington has some great ones on its feed, most captured by photo contest applicants.

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Back attack
There are very few human faces on the feed, which makes for images that not only don’t distract from the watches but also allow fans to insert themselves into the feed’s many charming scenarios. Who wouldn’t want to stroll between neon-painted boulders in the sunny desert?

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Creative seasons
The brand marks major holidays on its Instagram, but its holiday images are cool and creative, not pat and played out. No Santas, no snowmen, no candles on the mantle. Nothing ever looks like it was purchased on a stock photography website. Which is key to establishing a really refined brand aesthetic.

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Animal attraction
Soothing and sweet—animals always play well on social media, particularly if they’re photographed beautifully. When in doubt, get a puppy in a room with a watch or a necklace and click-click-click away.

(All photos courtesy of Instagram/@danielwellington)

JCK Magazine Editor


  • Alissa Haroush

    You didn’t mention how he gets all of the watches on people. Is it paid posts, free product for post? Just curious about the how. The beauty is there for sure