Updated October 2026
Watch creators worth following
Looking for watch influencers to follow? The best ones depend on the platform. YouTube has the deep reviews and buying guides. TikTok has quick, honest takes from smaller creators, many of whom will answer your question directly. Instagram is for photography and new releases. Here’s who to follow on each.
Watch creators on YouTube
A few channels to start with. For the full list, grouped by luxury, honest reviews, affordable, and vintage, see the best watch YouTubers.
Teddy Baldassarre @TeddyBaldassarre
One of the biggest watch channels. In-depth reviews, buying guides, collector conversations, and visits to watch manufactures.
Watchfinder & Co. @watchfinder
The pre-owned dealer's channel. Reviews, model histories, and features for beginners and long-time collectors alike.
Hodinkee @hodinkee
The watch magazine's channel, best known for Talking Watches, where well-known collectors walk through their collections.
Nico Leonard @NicoLeonard
A watch dealer with blunt opinions on value: what's worth buying, what's overpriced, and why.
Just One More Watch @JustOneMoreWatch
Unboxings, reviews, round-ups, and comparisons, with plenty of affordable and mid-range watches.
Wristwatch Revival @WristwatchRevival
Marshall Sutcliffe finds broken or neglected vintage watches and restores them on camera. Oddly calming.
On YouTube and bookable on curated.watch
Watch creators on TikTok
Watch TikTok, often called WatchTok, took off in 2022 with New York creators like Ben’s Watches, Mike Nouveau, and Tuscanyrose. It’s where you’ll find street interviews, dealer negotiations, quick reviews, and smaller creators who answer viewer questions.
Ben's Watches @bens_watches
Ben Cook left finance to make watch videos full time. Known for affordable and approachable watches, celebrity watch spotting, and his “What's on your wrist?” street series.
Mike Nouveau @mikenouveau
A New York vintage watch specialist, best known for Watch Spotting, where he stops strangers to ask about the watch on their wrist.
Tuscanyrose @tuscanyrose
John Buckley, a dealer in New York's Diamond District, filming his deals and negotiations with other dealers.
The Watch King NYC @thewatchkingnyc
Day-in-the-life videos from a watch wholesaler on 47th Street in Manhattan.
Nolan White @nolandanielwhite
Style-first videos on underrated brands, affordable alternatives, and vintage finds.
Teddy Baldassarre @teddybaldassarre
Short cuts of his YouTube reviews and buying advice.
Hodinkee @hodinkee
Clips from the magazine's videos and new releases.
On TikTok and bookable on curated.watch
Watch creators on Instagram
Instagram is the best place for watch photography, wrist shots, and release news.
Ben's Watches @benswatches
Ben Cook's Instagram: affordable watches, wrist checks, and watch news.
Hodinkee @hodinkee
New releases, stories, and photography from the watch magazine.
Dimepiece @dimepiece.co
Brynn Wallner's watch media brand, focused on women and watch culture.
On Instagram and bookable on curated.watch
Ask them something directly
Comments get buried. On curated.watch you can book a watch creator for a personal answer: whether a watch is worth it, a shortlist under your budget, a review of your collection, or a video for someone’s birthday. Your card is only charged if they accept. Browse creators or see gifts for watch lovers.
Questions
- Who are the biggest watch influencers?
- On YouTube, Teddy Baldassarre is one of the largest, along with dealer and media channels like Watchfinder & Co. and Hodinkee. On TikTok, the best-known watch accounts include Tuscanyrose, The Watch King NYC, Mike Nouveau, and Ben's Watches. Many of the most useful creators are smaller accounts that cover one niche well.
- Which platform is best for watch content?
- YouTube for long reviews and buying guides. TikTok for quick takes, first impressions, and smaller creators who answer questions. Instagram for photography and new releases.
- How do I get a watch influencer to answer my question?
- On curated.watch you can book a watch creator directly: an honest take on a watch you're considering, a shortlist for your budget, a collection review, or a personal video for a gift. You're only charged if they accept.
- How can brands work with watch creators?
- Brands and agencies can send a brief on our businesses page. We match you with creators and come back with a quote.