However shortage isn’t the one issue driving the watch gold rush. “I believe that each social media content material, in addition to editorial content material specializing in watches have broader elements that make it much more approachable,” says Layne. See, as an example, blogs like Dimepiece, which options luxurious watch content material that caters to girls, a demographic that’s been lengthy ignored by the male-dominated trade. Whereas Dimepiece was based in March 2020, its creator Brynn Wallner first considered the location whereas she labored as a multimedia producer at Sotheby’s in 2019: “The watches division reached out to me they usually have been like, ‘Hey, we would like some cool content material,” Wallner says about how she bought into watches. “It was like a end result of just about excessive artwork, however with a wearability and sort of on a regular basis elements that basically appealed to me.” Since then, Dimepiece has grown over 17,000 followers on Instagram, made up largely of girls within the luxurious watch market.
