First, communicate more accurately about craftsmanship.

Are the edges of your watch movement’s bridges beveled and polished by hand, machine pre-beveled and polished by hand, machine-beveled, or unfinished?

Second, launch each new product with swagger (fewer catalog dumps, soft launches, contrived leaks).

Third, garner a passion for watches organically by helping consumers and creators (not manipulating them).

Fourth, always combine sapphire crystal height and case thickness as one measurement (don’t deceive anyone about a watch’s size).

Fifth, don’t expect everything communicated about your brand to mimic your marketing message (this adds little value).

Sixth, embrace consumer and media feedback to enhance your brand (fighting critics takes more energy than improving).

Seventh, price your products carefully for higher sales (markup should reflect a reasonable percentage).

Eighth, stop promoting meritless award shows (nobody pays for an Oscar nomination).

Ninth, don’t gatekeep consumers who you assume can’t afford your products (most consumers start low and work their way up to better watches).

Last, think of more creative ways to amplify your brand than running Instagram Boost ads (it may require the least effort but paying Meta directly is a short-term fix that does nothing to help creators).