Fathom Watches
A vintage-watch dealer with a little seed capital and an ambition the size of London. We ran every channel it had for two years.
Hatton Garden, with the door open.
Fathom sold vintage timepieces as collectibles, to collectors, enthusiasts and dealers buying on rarity and provenance. We joined shortly after it started, when it had some seed capital and the ambition to become one of the most respected vintage-watch dealers in London, and then well beyond it.
That meant changing what a watch dealer looked like. Out of the back rooms and the members'-club deal, into a showroom with somewhere to sit, a photography studio on site, and stock held on location so collectors could be walked through new arrivals in person.
Our job was to give that a public face.
Build the desire. Earn the belief. Then ask.
Nobody buys a rare, expensive object from a name they have not heard. So each channel got a job in that order, and we ran them as one system: identity and art direction, the website, every email, Instagram and the YouTube channel. One brand, produced and managed end to end.
Instagram: recognisable at a thumbnail.
We set a media style that separated Fathom from the rest of the trade: a half-cast shadow behind the piece, a glint of highlight in the top corner of the crystal, wrist shots, and case-back detail nobody else was shooting. A Fathom watch was identifiable before you read the handle.
Every new piece then ran a launch cycle: a Story on day one, a grid post inside the first week, another around week four if enquiries were slow. Collectors started checking the account daily to be first to a new arrival.
- Follower growth
- 16.9k
- Enquiries influenced
- 2,084
- Revenue influenced
- £923k
YouTube: the faces, before the enquiry.
Long-form films made to a luxury standard, in three formats: collector conversations, buying tips, and watch-history explainers such as The History of Lume. The audience was small and devoted.
It built the deepest trust of any channel, and it carried the rest. In a guarded trade, on high-ticket pieces, film introduced the people behind Fathom long before anyone enquired. By the time someone reached out they knew who they were dealing with.
- Subscriber growth
- +1,700
- Enquiries influenced
- 87
- Average order value
- £7,500
Email: room to tell the whole thing.
The list got new releases first, brought past clients back, and gave the people on it more than the public saw.
It was also the only channel with room. A post or a Story has to be brief; email let us give a watch its full account, with the provenance, the history and the reasons a piece mattered.
- Subscriber growth
- 3,163
- Enquiries influenced
- 261
- Revenue influenced
- £782k
The website: where belief converted.
The online showroom. Each watch got an extended album of photography and a description that went past the core facts and the maintenance notes into the backstory: the provenance it carried, who had owned it before, and why that particular watch was worth having. A collector could understand a watch fully before ever holding it.
The site also opened Fathom to online sales and made overseas transactions straightforward, which proved especially profitable with the American audience. We built the buying and selling flows so that purchasing or consigning did not require being an insider.
What we ran.
- Brand identity and art direction
- Website, designed and built
- Every email, written and sent
- All Instagram photography and posts
- YouTube channel, filmed and cut
- Launch cycle for every new piece
Annual revenue grew twelve times over across our two years.
Two years running every channel the business had.
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