How luxury brands use content to lure one-off buyers

Most companies engage in content with the aim of getting people interested, convincing them to buy the product – and keep doing it again and again.

Luxury brands work a little differently. Unless targeting an oligarch buying at the top end of the market, theirs is a one-off proposition. And potential customers do diligent research.

This is where content comes in.

The luxury watch market is no stranger to content marketing. On the one hand, much of what it has to say is highly technical. On the other, it often leans on alignment with A-list influencers – as TAG does with Leonardo de Caprio.

In 2014, Rolex revamped its marketing – turning to Facebook as a way of extending its message. The brand feature stories about active lifestyles, showing users take pleasure in their expensive wrist candy.

To a first-time buyer, this strategy might seem distinctive and creative. But, for those who are familiar with Rolex’s marketing, it is entirely consistent with its strategy over the years.

It latest content includes a video from Titanic director James Cameron talking about how he crafts his films. He does not mention Rolex, but is wearing one of its watches as he talks.


Creating buzz isn’t the intention. It is about quality over quantity and producing content thoughtfully. Speaking only when there is something to say rather than running regular articles to a schedule.

As a result the content has a curated feel. The videos, photos and editorial work are minimalist and sleek. They aim to reflect a refined lifestyle.

Cycling brand Rapha is another example of this.

If you have a luxury brand, first and foremost: concentrate on quality.

How luxury brands use content to lure one-off buyers is part of Content24, the blog for London content marketing agency FirstWord.