For all intents and purposes, the Kardashians own Instagram. @kyliejenner has 144m followers. That’s roughly half of the U.S. population. If you’re a watchmaker looking to promote your product with a post on Ms. Jenner’s account, that’ll run you $1m plus. Plus a watch. Any watch Ms. Jenner wants. Four? Ten? Who knows. One thing I do know . . .
The Kardashians are brand ambassadors on a whole ‘nother level. By contrast, Cindy Crawford — Omega’s brand ambassador for the last 20 years — has a relatively paltry 4.2m Instagram followers. And I’m not seeing a lot of pics of Ms. Crawford wearing an Omega.
I don’t know if a shout-out on Ms. Jenner’s Instagram account would lead to more sales of watches cresting 20 large than a post on Ms. Crawford’s page, but the law of averages works heavily in KJ’s favor.
Downside for a watch maker hitching its horological wagon to a woman famous for being famous? Not much.
An official KJ watch flex wouldn’t dissuade high-end buyers, who couldn’t care less who else is wearing “their” watch (as long as they’re not in the same room at the same time). The nouveau riche are born followers anyway. And people who love watches love watches, full stop.
If that’s you (duh), #wristporn is one of the best Insta watch accounts on Al Gore’s Internet. I highly recommend following #wristporn for pics like the one above and even more drool-worthy images. Of watches. Not vapid reality TV stars with scripted lives. Just sayin’ . . .