Blogs: Social Setting

Watch Lovers Flock to TikTok


For anyone who ever thought the cell phone might render the watch obsolete, here’s concrete proof it’s going nowhere: #WatchTok.

Those enamored with timepieces are sharing their personal collections and interesting trivia on Gen Z’s app of choice, with the TikTok channel racking up nearly 363 million views as of press time.

Both fans and those who consider themselves experts create content about watches, offering reviews on the latest models (the Apple Watch is mentioned, as one might expect, but luxury timepieces from Rolex and others also get plenty of airtime), behind-the-scenes looks at custom pieces, takes on the prices of certain watches, and even history lessons on watches past presidents wore. For those just getting interested in watches, some users offer tips on how to start a watch collection, and there’s plenty of content on stores to visit for browsing (including a secret vintage watch shop in New York).

Unsurprisingly, #WatchTok is obsessed with Rolex. And then there are brands some users insist should be avoided (we’ll let you discover those for yourselves, but here’s a freebie: The Apple Watch and any other smartwatch, according to one user, are “so tacky”). And for the love of all things good and luxury, fake designer watches are to be avoided at all costs—if that wasn’t obvious already.

You’ll find savvy brands getting in on the hashtag channel too: Fossil highlighted its latest Harry Potter limited-edition pieces using WatchTok.

Some WatchTok accounts are more popular than others, but scrolling through the channel is a pretty interesting way to kill some time on the entertaining app. And for watch enthusiasts and brands, it presents opportunities to engage with other users.

Of course, if you’re a government employee, just be sure to use your personal phone—after the U.S. government banned TikTok from all of its issued devices, the European Commission announced it has followed suit.

Top: A screenshot sampling of the content on TikTok’s popular #WatchTok channel

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By: Brittany Siminitz

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