How a Valentine’s Day watch photo sparked an unforgettable brand relationship

I’m often asked how my journey with different watch brands began. One of my favourite stories is how I first connected with Hamilton Watches.

Two years after shifting my Instagram account to focus on watches, I posted a Valentine’s Day photo of my Hamilton Pan Europ Chronograph resting on a bed of red-and-white gummy bears. The colours matched the watch’s dial perfectly, and the caption joked that if my wife and kids couldn’t think of a gift for me, they could always buy gummy bears since they’re my favourite. I tagged Hamilton, as many of us did with brands at the time, and assumed that would be the end of it.

A few days later, a direct message arrived from Hamilton’s Canadian brand manager. He said he loved the creativity of the post and wanted to send me a thank-you gift. I was thrilled, not only by the gesture, but by the possibility of building a relationship with my first major watch brand.

The package arrived about a week later, and suddenly his enthusiasm for the photo made perfect sense. At the time, Hamilton sponsored one of the aircraft competing in the Red Bull Air Race. Inside was a die-cast model of the plane in full Hamilton livery, accompanied by small, triangular inflatable pylons like the ones used on the racecourse. The best part was that the pylons were filled with gummy bears. It was a thoughtful, funny and perfectly fitting gift.

That first connection with Hamilton opened the door to relationships with other Swatch Group brand managers, who have generously invited me to some truly memorable events. I’ve attended a Tissot pool party launching its latest diver, joined Rado for a dinner cruise on the lake, taken helicopter tours with Longines and travelled with Mido to watch the Red Bull Cliff Diving competition.

The standout experience was Hamilton flying me business class to Hollywood for its Behind the Camera Awards. There, I had the opportunity to meet Viola Davis, Jaimie Alexander, Jordan Peele, and Monica Barbaro. For a watch collector and content creator, it was an unforgettable glimpse behind the curtain.

These experiences have shown me that brands really do notice the collector community. Some representatives have even admitted that they quietly join forums to read reviews and gather honest feedback. What began as a playful Valentine’s Day photo became the start of an extraordinary journey, and a reminder that creativity and enthusiasm can lead to unexpected opportunities.