11 Best Jewellery & Watches Brand Examples on TikTok I Analysed (2025)

When you're trying to level up your TikTok presence in the luxury/accessories space, studying the best performers (and brands) in your industry is what I typically recommend and personally do for my own clients/projects (everything from content cadence to visual branding techniques, etc).

For those in the ​​jewellery/watches niche (selling watches, rings, necklaces, or other accessories), I came cross these great brand examples below you can reference (incl. key learnings/things I like) which can help with your content + production strategies.

And for those who've stumbled across my TikTok brand guides before (like this one on drinks/beverages and this one sporting goods), you’ll read observations of things I personally notice and quite like from each account. Naturally though, there are many takeaways/learnings you’ll pick up when to check out each brand’s account. 

And how do I come across/find brands doing well on the platform? (I get asked this a bit) - I found most of these jewellery/watch brands through creative centre ads library + trending pages through normal organic searching on the app (recommend to use for your own research purposes). :) 

(Image credit: TikTok Creative Centre)

1. Daniel Wellington

With more than 90K followers and 750K likes on TikTok, this Stockholm-based brand has evolved from newcomer to global phenomenon with their timeless watch designs.

One of my fave watch brands - DW has always done good content across their socials.

What I love about their approach:

• Their most viral video (hitting a massive 7M+ views!) showcases their watch styles in a super interactive format that just works perfectly for the platform.

• They're really good at adding readable text overlays (something many brands still get wrong) that make scrolling with sound off totally fine.
• While they do promote sales/new launches, they balance it nicely with humorous, relatable content that doesn't feel salesy.

Key takeaway from me: Interactive product showcases with clear text overlays can drive massive view counts when executed well. My quick tip here as well to consider are TikTok slideshows to replicate/scale content topics like this (seen quite a few brands now starting to do this more regularly).

2. Mejuri

This brand is redefining luxury jewellery with their focus on premium craftsmanship and community. Their TikTok is growing incredibly fast with 235K+ followers + over 1M likes!

Really like their content mix and influencer collabs.

What caught my attention:

• Their content mix is spot-on (from vlogs and styling tips to get-ready-with-me videos and new product launches) - basically everything you'd want from a jewellery brand.

• I'm a big fan of how they strategically collaborate with influencers to showcase their pieces in authentic ways.
• They've mastered using trending sounds while also incorporating effective voiceovers when needed.

What I've learned: A diverse content mix that includes educational/lifestyle content performs better than just product showcases. Of course though you’ve still got to do product-specific content, but educational + lifestyle type content does help with more TOF view growth.

3. Craftd London

With 225K+ followers and 1M+ likes, this men's jewellery brand draws inspiration from music + storytelling to create pieces that showcase individuality and strength.

What works so well for them:

• Their most popular video (1.5M+ views) shows them creating a custom gold pendant for Conor McGregor and then features him wearing it (celebrity partnerships can be effective when executed well like this e.g.).

• They've organised their content into super helpful playlists including styling tips and demonstrations of their chains' durability (which addresses a major concern for men's jewellery).
• The production quality is next-level with high-quality close-up product shots paired perfectly with trending sounds.

My main insight: Showcasing product quality/durability directly addresses any potential customer doubts, whilst also helping to drive engagement - especially with celebs/influencers can help accelerate trust too. 

4. MVMT

This fastest-growing fashion accessory company has built a solid TikTok presence with 50K+ followers and 285K+ likes by delivering premium watches at surprisingly fair prices.

Always have loved MVMT’s marketing, especially across socials + email.

Why I follow them:

• Their partnership with Call of Duty for limited edition watches (350K+ views) shows how collaborations with non-fashion brands can create massive interest.

• Content variety spans from satisfying unboxing videos to humorous, relatable watch content (that actually entertains).
• Simple, but effective - they consistently use relevant hashtags without crossing into spammy territory.

The big lesson here: Strategic partnerships with brands outside your industry can introduce your products to entirely new audiences (great for achieving more cut-through and targeted quality audience expansion).

5. Pura Vida

Founded in Costa Rica, this brand works with global artisans to create handcrafted bracelets while providing sustainable employment. Their TikTok numbers are insane - 625K+ followers and 7M+ likes!

Pura Vida does an epic job with their socials/content strat (check their IG too, etc)!

What makes their content so effective:

• Their consistency is unmatched (they literally upload new videos every day) - no small feat for a brand account.

• I'm honestly impressed by how they adapt to every seasonal moment - from Halloween/Christmas to football season and summer vibes.
• The visuals pop with colourful, interactive elements featuring text overlays and voiceovers that subtly showcase their bracelets.

What really stands out to me: Daily posting with seasonal relevance creates a solid TikTok growth content engine that consistently delivers results.

6. Omega

Since 1848, Omega has been crafting watches that blend excellence, innovation, and precision. They've translated that heritage beautifully to TikTok with 240K+ followers and 985K+ likes.

What sets them apart:

• One glance at their profile shows their commitment to professional production quality (there's zero compromise on their luxury positioning).

• Their most viral video (75M+ views!) features a famous British actor modelling their new collection - proving luxury brands can absolutely dominate on TikTok.
• The celebrity collabs with stars like Daniel Craig, George Clooney, and Hyun Bin create instant recognition/credibility.

My biggest takeaway: Luxury brands can maintain their premium positioning on TikTok while still generating massive engagement, especially when working with influencers/celebs.

7. Frasier Sterling

This celeb-loved jewellery brand creates trendy, affordable pieces that don't break the bank. They're growing quickly with 105K+ followers and 2M+ likes!

What I think makes them successful:

• Frasier Sterling’s content organisation is spot-on with playlists covering everything from custom jewellery and behind-the-scenes to vlogs/outfit inspiration.

• Smart approach to leveraging user-generated content (UGC) from beauty influencers rather than creating everything in-house.
• Technical detail I love - they film with the rear camera to showcase their designs in high quality (simple but makes a huge difference).

What impressed me most: Organised content categories combined with authentic UGC creates a sustainable content strategy.

8. Missoma London

Creating high-quality jewellery from 100% certified recycled gold & silver, Missoma has built a solid TikTok presence with 15K+ followers and 280K+ likes.

What caught my attention:

• Their most viral content (1M+ views!) cleverly tied into the Barbie movie by showcasing a similar necklace with the soundtrack (perfect cultural relevance).

• Missoma consistently leverage trending TikTok sounds which helps their content reach wider audiences.
• I especially like how they feature their team members in videos (creating that human connection between brand + audience).

The strategy to steal: Tapping into cultural moments with relevant products can create viral moments even for smaller accounts.

9. Studs

This brand has reimagined ear piercing by offering expert needle services alongside trendy, affordable earrings. Their TikTok numbers are impressive - 75K+ followers and 3M+ likes!

What works so well for them:

• They've truly owned their niche (literally everything related to piercings/earrings can be found on their channel).

• Their most-watched video (330K+ views) is a simple walkthrough showing different piercing styles - proving educational content performs.
• The user-generated content featuring customer piercings creates both inspiration and social proof.

What makes this brilliant: Becoming the educational authority in a specific niche builds stronger engagement than trying to cover everything.

10. By Charlotte

Founded by a former makeup artist, this Australian jewellery brand crafts beautiful pieces from premium materials. They've built a following of 14K+ with impressive engagement (870K+ likes).

What they're doing right:

• Their playlists are incredibly well-organised covering ear inspiration, their piercing studio, styling tips, and new collections.

• I'm a big fan of their consistent visual branding (you'll always find either pink backdrops or pink-coloured fonts) giving their content that instantly recognisable look.
• They've mastered the art of featuring user-generated content with beauty influencers that feels authentic rather than promotional.

Key takeaway from me: Consistent visual branding across TikTok videos creates stronger brand recognition, even when scrolling quickly.

11. Original Grain

With 150K+ likes on TikTok, this brand specialises in wood/steel watches that tell a story through innovative craftsmanship.

What makes their content stand out:

• Their thematic consistency is brilliant - filming in wooded settings that perfectly reflect their brand's materials/ethos.

• I really appreciate how they balance product showcases with inspirational quotes (gives their content more depth).
• The behind-the-scenes content showing their craftsmanship process creates transparency + appreciation for quality.

What you should remember: Creating visual consistency that aligns with your product materials creates a more cohesive brand story.