My 10 Favorite Jewelry Promotions of 2025

By Rob Bates | December 29, 2025

More than a decade ago, I started gathering my favorite jewelry promotions for a year-end feature. In the years since, compiling this roundup has grown into a rather extensive and time-consuming project, where I sift through dozens of videos and stories to find promotions that really excite me—and hopefully, you.

This year’s crop comes from big companies and small, in the United States and abroad. They cover the year’s major stories, including tariffs and the Taylor Swift engagement, but also spotlight timeless jewelry themes, such as love and connection.

And I truly feel that, once again, they show that even in tough times, this industry hasn’t run out fresh ideas.

10. Hing Wa Lee Jewelers: Commercial

There’s not much I can say about this quick, funny ad for a California jeweler without spoiling it, except it’s extremely well-executed—and I hope no one got hurt making it.

9. Swatch: Tariff Watch

Swatch, it’s safe to say, was unhappy with the steep tariffs President Trump imposed on Swiss imports earlier this year. And so, it launched a “What If…Tariffs” timepiece, with the 3 and 9 switched, in honor of the (now-reduced) 39% tariff rate. This instant collectors’ item was available only in Switzerland—where it was, appropriately, tariff-free.

8. Tanishq: Step Into a Magical Realm

Indian brand Tanishq is now a regular on these year-end lists, and while I prefer some of its more emotional spots, like the ones featured here and here, I can’t complain about a commercial this visually stunning. It’s also racked up 174 million views—which, for a jewelry ad, is quite a magical realm.

7. Brew Watch Co.: No Notifications. Just the Time.

This fun video from a New York City–based watchmaker cleverly takes advantage of the “tech-lash,” as a man tries to escape constant notifications, and finally finds inner peace with a watch that “only” tells time.

**6. Casio: Back to the Future Watch**

Popular culture has gone back to the ’80s. And Casio has decided to celebrate one the decade’s most durable cultural artifacts with a Back to the Future watch, which resembles the timer that Doc Brown famously jerry-rigged in his dashboard. The limited-edition timepiece includes a mock-up of the crucial flux capacitor on back and comes in a box that resembles a videocassette—basically everything you could want to get your ’80s nostalgia fix, aside from a boom box blasting Huey Lewis.

5. Pandora: Holiday Magic Has Arrived

We’ve heard plenty about self-gifting; but in this ad, Pandora looks ready to start a new trend: kid-gifting. Whether or not that takes off, this is a sweet and affecting ad, buoyed by its use of the Beach Boys’ “God Only Knows”—fitting for the year its composer Brian Wilson died.

4. Zales: It’s Actually for Me

When is a gift not a gift? When the giver actually wants the item for themselves. A new Zales campaign is built around a witty pseudo-contract that stipulates that, if the receiver fails to live up to certain obligations, the gifter gets to take the item back. The document’s “triggers for repossession,” include “failure to wear the item the next several occasions I see you” and “upon receiving a compliment on the item, you fail to credit me within 5-10 seconds.”

So will this “legally-ish” agreement settle arguments or start them? I’m not sure. It’s certainly funny, though.

3. Fink’s Jewelers: Make You Dance

This fun and surprisingly elaborate spot won a regional Emmy for Fink’s, a Nashville-based jewelry chain. It was well-deserved.

2. Jones Jewelry & Co.: Diamond Eye

This is a marketing story, but also a tale of someone making something out of a truly bad situation. About four years ago, Houston jeweler Slater Jones lost his right eye. In an interview with JCK earlier this year, Jones said he was considering getting a prosthetic, when a friend of his told him: “You got a jewelry business, you got a diamond, and you got a prosthetic eye. Put two and two together.” As a result, Jones now has a 2 ct. diamond in his right eye socket, and while the 24 year old isn’t sure if it’s helped his business, it’s gotten him plenty of publicity—as well as stares when he walks around town.

*The diamond eye (photo courtesy of Slater Jones)*

1. Kindred Lubeck: Spotlighting Other Jewelers

Finally, a story about a jeweler reacting to something good—specifically, the chance to create an engagement ring for one of the world’s most famous people. After Kindred Lubeck of Artifex Fine Jewelry was outed as Taylor Swift’s ring designer, she did a few media interviews as well as a collaboration with Sotheby’s. But Lubeck also used her sudden notoriety to spotlight several fellow indie designers—some of whom also received a bit of overnight fame.

JCK’s Karen Dybis wrote that this kind of generous gesture makes this industry special: “What’s happening around the Taylor Swift engagement is really a unique moment. It’s not about a celebrity. It’s about what jewelry stands for: a moment of relationship and connection.”

Plenty of people have offered opinions on Swift’s ring. But based solely on how Lubeck handled her newfound celebrity, the superstar seems to have picked the right jeweler.

Check out my favorite jewelry promotions from 2024, 2023, 2022, 2021, 2020, and 2019.

This is my last blog post of the year. Wishing you a happy and healthy 2026.

(Top photo courtesy of Fink’s Jewelers)