Grand Seiko
Scaling Luxury Online
Grand Seiko, an internationally renowned luxury watch brand known for its precision craftsmanship, approached us with a clear mandate: evolve their paid media strategy from in-store awareness to a fully integrated eCommerce-first approach.
With individual timepieces priced upwards of $17,000, selling online meant navigating a complex customer journey that required more than just visibility—it demanded trust, education, and strategic timing. To succeed, we needed a deep understanding of high-value purchase behaviour, multi-touch attribution, and the emotional drivers behind luxury buying. Our focus was on creating a digital ecosystem that could support both brand prestige and conversion at scale.
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Project Goals Shift to a high-value, eCommerce-first digital strategy for a luxury watch brand.
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What We Did We shifted Grand Seiko to an eCommerce-first strategy, prioritised MER over vanity metrics, and restructured creative to drive high-value conversions across Meta and Google.
Our Brief
Selling luxury watches online is an entirely different game from driving foot traffic to retail—especially when you're selling pieces that reflect the highest standard of Japanese craftsmanship. Grand Seiko isn’t just another watch brand; it's a true maverick, challenging the dominance of traditional Swiss makers with its precision, artistry, and unique design philosophy. But bringing that heritage to life online—and doing it in a way that drives $17K+ purchases—required a complete rethinking of their digital approach.
The goal was clear: build a performance-first strategy that didn’t dilute the brand’s prestige but was optimised for conversion. We needed a system capable of tracking intent, attributing high-value purchases accurately, and scaling ad spend profitably across global markets. From there, we implemented a full-funnel structure across Meta and Google and Youtube, reoriented creative to support buyer confidence, and introduced MER as the north star KPI. The result: a scalable, data-driven framework designed for luxury growth online.
Our Strategy
We implemented MER to overcome attribution gaps and guide profitable scaling. Creative strategy was rebuilt for conversion, replacing brand-led assets with performance-driven content tailored to high-intent eCommerce buyers.
The Challenges
With a high average order value and an extended buyer journey, Grand Seiko needed to move beyond traditional luxury awareness campaigns. The focus shifted to conversion-led performance marketing—developing creative that spoke to high-intent online shoppers and guided them confidently through the decision-making process.
By replacing aspirational, brand-focused assets with content built for digital performance, we aligned their creative strategy with the expectations of today’s eCommerce buyers. This transition was essential to driving meaningful, measurable results in a high-consideration purchase category.
The Result
By redefining their digital strategy, optimising creative for eCommerce, and implementing data-backed decision-making, we helped this luxury brand transition into a high-performing, scalable online business.
- 43%
- Increase in Ad Spend YTD
- 5
- MER
- 12%
- Increase in online sales
- 2x
- New markets accessed
