Jacob & Co’s presence on TikTok in 2024 was designed to revolutionize the way luxury brands engage with digital audiences. The goal was to leverage TikTok’s unique storytelling format to make high-end watches and jewelry more accessible, engaging, and viral. By fusing ultra-luxury craftsmanship with high-energy, trend-driven content, we aimed to create a platform where horology meets culture, capturing the attention of both seasoned collectors and new generations of watch enthusiasts.
Jacob & Co’s TikTok strategy was built around three core pillars: viral storytelling, celebrity integrations, and community-driven engagement.
Viral Storytelling
- Focused on short-form, high-impact visuals that showcased Jacob & Co’s timepieces in ways that would captivate TikTok’s fast-paced audience.
- Leveraged trending audio, challenges, and TikTok-native editing styles to maximize organic reach.
- Produced behind-the-scenes content showcasing the intricate craftsmanship of our watches, offering viewers an exclusive look into the world of Jacob & Co.
- Created highly shareable content like the viral Chameleon Video, which blurred the line between nature and luxury, resonating with a mass audience.
Celebrity & Influencer Collaborations
- Partnered with A-list celebrities and influential content creators to introduce Jacob & Co’s watches to new audiences.
- Collaborations with global icons such as Cristiano Ronaldo and Travis Scott helped position our brand at the intersection of luxury and pop culture.
- Influencer unboxings and reaction videos further fueled engagement, making Jacob & Co a brand people aspire to own and interact with.
Community Engagement & Platform Optimization
- Active engagement with comments, duets, and stitches to foster real conversations around our brand.
- Strategic use of TikTok’s algorithm-driven features, including trending hashtags and challenges, to increase discoverability.
- Optimized posting schedule to maximize visibility and engagement across different time zones.
- Encouraged user-generated content (UGC) by featuring fan videos and watch enthusiast reactions on our official page.
Jacob & Co’s TikTok dominance in 2024 was reflected in record-breaking engagement, growth, and visibility.
- Video Views: 553.39M
- Total Followers: 5.26M
- Net New Followers: 1.04M
- Likes: 24.25M
- Comments: 460,943
- Shares: 654,849
- Profile Views: 6.06M
Jacob & Co successfully translated high-end horology into a TikTok phenomenon, proving that luxury and virality can coexist. Our presence on the platform has redefined luxury marketing, positioning Jacob & Co as an industry leader in digital-first brand storytelling.
