Marketing competition is ramping up between watch brands making plays in the digital space. While legacy platforms such as YouTube, Facebook and Instagram remain steady hubs for marketing activity, some industry leaders plateaued or lost momentum this year when it came to native content. Meanwhile, more agile brands shifted their energy toward younger-skewing, short-form video platforms such as TikTok and Douyin (all 20 brands surveyed are now active on Asia’s video-focused platform, including the most conservative legacy names), and some have recorded impressive growth as a result.

This shift in audience behavior has driven a reshuffle in the digital marketing ranks. Brands that embraced new platforms early improved their standings, while those reliant on heritage-focused, conservative p

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