How do you grow a heritage brand when the competition is moving at digital speed?
EBEL, a luxury Swiss watchmaker with a legacy of creating unique timepieces, wanted to extend beyond traditional prestige to engage with a modern, aesthetic-driven audience. The mission was to grow visibility and engagement on social media while preserving the brand’s refined identity. The response was a social-first strategy powered by influencer collaboration, combining high-end visual storytelling with carefully selected voices that could bring the brand into new cultural spaces.
Building the foundation
We started by defining the brand’s audience and tone of voice, building a clear strategic foundation for both content and community. By balancing organic storytelling with paid placements, a social media framework was established to implement publishing tools and manage community engagement. Continuous reporting provided necessary insights to enhanced performance month over month, ensuring the brand didn't just exist on social media, but truly owned its space with a premium, polished aesthetic.
Amplifying through influencers
The strategy expanded into influencer marketing to reach creative minds and fashion visionaries who shared the brand’s philosophy. Through meticulous persona-building and manual scouting for upcoming stars, the focus shifted to micro- and nano-influencers whose smaller, deeply engaged audiences offered higher potential for authentic connection. By leading a collaborative process that respected influencers' creative independence while adhering to a unified brand brief, the collaborations produced content that was engaging, on-brand, and genuine, turning paid partnerships into brand ambassadors.
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