Introduction

The Watches & Accessories market has always held a significant position in the global consumer landscape. With the increasing popularity of fashion and the need for personal adornment, consumers are constantly seeking trendy and high-quality watch and accessory products. TikTok, as a leading social media platform in the US, offers unique advantages for promoting and selling Watches & Accessories. Its vast user base and engaging video content format enable brands and merchants to showcase their products in a more vivid and interactive way, reaching a large number of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Watches & Accessories market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing consumer preferences towards stylish and functional timepieces and accessories. Consumer demand has also been evolving, with a growing preference for products that combine fashion with technology, such as smartwatches and their accompanying accessories. Additionally, the influence of fashion trends and celebrity endorsements has further fueled the growth of this market segment.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Watches & Accessories category demonstrated notable sales performance. The GMV Gross Merchandise Volume reached $36.39 million, with a quarter-on-quarter growth rate of 36.39%. The sold count was 84,500, showing a 22.63% quarter-on-quarter increase. Among the top-selling products, the "Men's Business Round Dial Analog Quartz Watch Set" sold 18,700 units, generating a GMV of $356,700 with a significant 115.74% quarter-on-quarter growth. The popularity of such products can be attributed to their stylish design, making them suitable for various occasions like business meetings and parties, as well as their quality and affordability. Another popular item, the "Women's Analog Luxury Watches & Summer Jewelry Set", sold 3,874 units with a GMV of $20,300 and a 103.7% quarter-on-quarter growth, appealing to consumers looking for a complete set of fashionable accessories.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the Watches & Accessories market on TikTok in December. For instance, Dobroa Fashion Store achieved a GMV of $358,700 with a remarkable 114.52% quarter-on-quarter growth, selling 18,800 units. Their success can be attributed to their effective marketing strategies, which likely include creating engaging video content featuring their products and leveraging the power of TikTok influencers. POEDAGAR SSS also had a good performance with a GMV of $128,800 and a 10.94% quarter-on-quarter growth, selling 7,672 units. They might have focused on product variety and quality to attract customers. Olevs.us, with a GMV of $111,900 and a 26.61% quarter-on-quarter growth, sold 3,075 units. Their brand reputation for quality watches and strategic use of TikTok's marketing channels could have contributed to their success.

Conclusion

In summary, the Watches & Accessories market on TikTok in the US during December showed promising trends. The overall market growth in terms of GMV and sold count indicates a healthy demand for these products. For cross-border merchants, it is advisable to focus on product design and quality to meet consumer expectations. Leveraging TikTok's marketing features such as collaborating with video bloggers and creating engaging content can significantly boost sales. Looking ahead, the market is expected to continue growing, with potential opportunities in emerging trends like sustainable and smart watch accessories.