The challenge
Watches2U is the UK's largest independent online watch shop. Founded in 2002, it is an official stockist of premium brands including Michael Kors, Radley, Emporio Armani and Marc Jacobs, sourcing directly from manufacturers to guarantee authenticity.
Watches2U wanted eyes on its website all year round, not just at key gifting periods, alongside a backlink campaign that would boost its SEO and increase its domain authority.
Our approach
We shared stories on telling the time and watch trends, worked with Watches2U's in-house watchmaker to share his expertise, and collaborated with a doctor on health and sleep stories linked to time. We focused on link-building and citations across a wide range of referring domains and high-authority sites, as well as gift guides at peak seasons. We also shared safety advice around watch theft and avoiding counterfeit goods, backed by legal information and FOI data.
The outcome
This approach delivered 395 pieces of coverage and an audience reach of 14.6 million, with earned links carrying an average domain authority of 60+. The brand was featured in the Daily Mail, The Independent, Daily Express, The Sun, City A.M. and The Mirror, as well as a strong spread of regional titles and blogs.