Cartier posts several photos of intricate watch details with the quote ‘Innovation Comes First.’
Montblanc posts ‘Shows you the night sky above the Cape of Good Hope,’ which refers to a picture of stars inside the face.
Jaeger-LeCoultre has the most extensive Instagram strategy of all brands during #SIHH2015, opening the first day with a video of its latest creation followed by 13 posts throughout the event. Examples: ‘The Rendez-Vous Moon opens up a new chapter in the catalogue of #watch #complications for ladies.’ And ‘From earth to moon, the Duomètre #SphérotourbillonMoon #watch balances aesthetic harmony with precision.’
Torneau displays good sportsman ship by posting a photo of a Jaeger-LeCoultre watch: Master Ultra Thin Tourbillon.
RADO is absent from the event (at least on social media), evident by a watch selfie across from the World Expo Building in Shanghai today.
Watches & Jewelry brands are beginning to recognize the value of Instagram. As of now, 86% of brands are present on the platform vs. just 43% in 2012. And while community sizes are smaller than on Facebook, engagement rates are 5x higher. The graph below from the Digital IQ Index: Watches & Jewelry shows how brands fare in followers and organic mentions.