Time+Tide Watches

A global watch brand, a growing community on social, and a partnership built on creativity, collaboration & commercial results.

20m+ Monthly Views | $1m+ Revenue Generated | 150,000+ New Followers

The Brief.

Time+Tide came to us at a moment when their brand was shifting gears.
They had a loyal readership, a respected editorial voice, and a growing profile in the watch world, but their ambitions were expanding far beyond traditional watch journalism.

They were opening physical spaces, they were moving into new markets, and their social presence needed to reflect the brand they were becoming:

more community-led, more confident, more consistent, and more commercially effective.

They asked us to help with:

  • Building a strong organic social strategy & identity

  • Developing a recognisable tone of voice

  • Creating editorial-style content across UK, AUS and eventually US

  • Supporting the launch and continued success of their Watch Discovery Studios

  • Establishing and manage a high-performing paid social system to sell high-value watches

  • Creating a combined organic + paid structure that could scale with the brand

In short, Time+Tide needed a partner who understood both genuine luxury watch culture and how to grow a modern brand through social media.

A collage of luxury watches including a gold TAG Heuer, a silver Carl F. Bucherer, and a blue Omega Seamaster, with three men dressed as actors from movies or TV, one holding a sign that reads "LAPD AND KEN VENICE," set against red theater seats.
A smiling woman with braided hair wearing a blue top and gold jewelry next to a vintage Blancpain Aqua Lung watch. The text states she found a $35,000 Blancpain Aqua Lung for $100 at a thrift store, in an advertisement for Time & Tide.

Our Solution:

Build the community first. Make it valuable. Then scale it.

Organic Social

Where community and culture live

Our role at Shaka Social was to make their social channels feel like an extension of real watch culture, not a sales counter.

This meant:

  • Insight-led captions that felt like conversations, and not campaigns

  • Editorial-style graphics

  • Founder-led and Team-led content

  • A collector-first tone that respected enthusiasts of all levels

  • Daily and weekly watch-culture insights

  • Product storytelling that explained why something matters

  • Consistent content calendars and scalable content systems across UK, AUS and US audiences

This gave Time+Tide a social identity that felt warm, informed and distinctive. One that collectors actually wanted to follow.

We built Time+Tide’s social ecosystem around a simple idea:

People buy watches from brands they trust.
Trust comes from community.
Community comes from great storytelling.

So we created two clear pillars:

Instagram post with a man dressed for cold weather in a mountainous or volcanic area, holding a camera, and a close-up of a Rolex watch. The caption discusses the man wearing a Rolex into a volcano.

Paid Social

Where we turned trust into revenue

While organic social built the community, Paid Social built the sales engine.

We designed performance campaigns specifically for high-value purchases, focusing on:

  • Clear, premium product creative

  • Campaigns optimised for conversions

  • Traffic warming and retargeting structures

  • Audiences built around real collector behaviour

  • Studio-specific ads for in-store exclusives and drops

  • A/B testing across messaging, creative and landing paths

The goal wasn’t cheap clicks. It was qualified, high-intent customers who would buy watches worth £1,000–£5,000+.

This combination, organic for community & paid for conversion, gave Time+Tide a scalable growth model.

Two hands reaching towards each other with a city skyline and red lanterns in the background. The upper hand wears a watch and a dark blue jacket, and the lower hand is extended open. Text overlay reads 'Date Night is Coming to New York City' with a logo at the bottom.
Promotional image for Time & Tide featuring watches, a laptop with a sign-up form, and information about exclusive events, promotions, and news for members.

Building a social identity that belongs in watch culture

Before posting anything, we focused on understanding the rhythm of the collector world: the language, the humour, the sensibilities, the unwritten rules. Together with Time+Tide, we developed a voice that felt informed but not elitist, warm but not casual, and always grounded in genuine knowledge.

Graphics became mini editorials.
Captions became conversations.
Content became something collectors actually wanted to engage with.

And the results reflected that shift:

Time+Tide Watches has grown by 150,000+ followers organically in less than 24 months, driven not by trends, but by credibility and consistency.

On Instagram alone, the brand now reaches 20 million+ organic views every month.

The brand isn’t just growing, it’s becoming a thriving global community.

Text about George Daniels' space traveler pocket watch, with a black and white photo of George Daniels on the left, and a photo of the pocket watch on the right, against a space-themed background.
Close-up of a Hamilton Khaki Field Murph automatic watch with a black dial and cream-colored numerals, worn on a person's wrist. The watch has a leather strap and a chrome case.

Short-Form Video that transformed their reach across TikTok, Instagram and YouTube Shorts

One of the biggest shifts in Time+Tide’s growth has come from the way they now use short-form video. The team produces a huge volume of long-form content for YouTube, but long-form alone couldn’t unlock the scale, speed and discovery that today’s platforms demand.

We helped build the missing piece:
a high-velocity short-form engine that turns raw long-form footage into fast, platform-native content for TikTok, Instagram Reels and YouTube Shorts, every single week.

We developed a workflow where Time+Tide capture the long-form, and we handle everything else: identifying the moments that will perform, shaping the narrative, editing for each platform, optimising pacing, and delivering short-form at scale with fast turnaround times.

The impact has been transformative.

Short-form video content is now one of Time+Tide’s strongest growth channels across TikTok, Instagram and YouTube Shorts.

This shift fundamentally changed how Time+Tide operates online.
Short-form is no longer an add-on. It’s a core part of their media strategy.

It’s one of the reasons Time+Tide now achieves 20+ million organic monthly views, and why short-form video content remains the engine powering their global scale.

Working with their teams across the world

As Time+Tide expands into new markets, our partnership expands with them.
We worked closely with teams in Melbourne, Australia, London, UK, and New York, US to ensure the brand showed up with the same confidence and clarity everywhere, while still making space for regional nuance.

Our role was part creative, part strategic, part cultural translation.
Content planning, tone-of-voice guidance, day-to-day collaboration, reactive ideation, and ongoing support meant that no matter where the content was produced, it always felt distinctly Time+Tide.

This alignment was key to helping the brand scale internationally without losing its personality.

A diverse group of seven cheerful people wearing light blue shirts and casual pants standing together with arms around each other in an office or studio setting, smiling at the camera. The text overlay reads "Meet Our UK Studio Team," with a shop logo at the bottom.

“Shaka have excellent initiative and intuition in the digital marketing space and provide super creative input into how we can continue to grow our campaigns to keep improving ROI.”

Scott Jungwirth - General Manager | Time+Tide Watches

Why it matters for culture-driven brands

In the world of watches, people don’t just buy products, they buy into stories, values and communities.
Collectors care about who made a watch, why it exists, and what it stands for just as much as how it looks on the wrist.

Time+Tide has always understood that.
They’re not just a retailer or a publisher, they’re a cultural hub for modern watchmaking.

Our work together proves that when a watch brand puts enthusiasts, makers and real stories at the centre of its content, the result is something far more powerful than promotion.
It becomes connection, trust and belonging.

It’s not just social content.
It’s culture, told by the people who live it.

For brands serious about community.

We help brands build more than awareness on social media.
We help them build audiences that care.

Through long-form storytelling, short-form discovery, and a constant stream of culture-led content, we’ve helped Time+Tide grow into one of the most influential independent voices in global watchmaking.

If you’re ready to build a brand that people follow, talk about and come back to, not just buy from,

Let’s create something meaningful together.

Talk to our team