The Opportunity

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Luxury watches have long been trapped in an “old world” mentality—exclusive, traditional, and out of touch. But true style? It’s about expression. With “Old School Meets New School”, eBay Watches set out to break down barriers and show how timepieces bring people together—across generations, industries, and cultures. Each episode paired two unexpected icons—like fashion legend Iris Apfel and rapper Lil Yachty, or stylist Law Roach and artist Teyana Taylor—for a raw conversation on watches, style, and self-expression. The message? A watch isn’t just about time—it’s about timing your own unique moment.

The Execution

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Rewriting the Luxury Playbook.

We flipped the script on traditional watch culture, spotlighting why people wear luxury watches—not just what they wear. Each episode centered on an unfiltered, long-form conversation that pulled viewers into the worlds of our talent. To amplify the moment, we leaned into Instagram’s video-first ecosystem, rolling out bespoke Reels, Stories, and shoppable posts that tied back to eBay’s inventory. Episode 2 took it further—partnering with GLAAD to auction off featured timepieces, raising $60,000+ for LGBTQ+ support.