David M Robinson attracts celebrity fans to new Instagram feed about watches


David M Robinson (DMR) has unveiled a new website and two Instagram channels as part of what the company calls the first stage of a digital transformation.

This year’s enforced lock down has forced watch and jewellery retailers to accelerate improvements to their ecommerce activity. Laings also launched new Instagram feeds this week.


DMR says the lock down gave it a chance to reflect and refocus, and pushed the business to design a new website that introduces visitors to the designer’s diamond collections as well as timepieces from the retailer’s partner brands.

Storytelling takes centre stage at the site, with editorial pages dedicated to the DMR Bridal journey and advice on how to choose the perfect diamond ring alongside content from watchmakers ranging from Rolex and Patek Philippe to Tudor and TAG Heuer.

Two new Instagram channels separate watches from jewellery into their own specialist feeds in an effort to appeal to unique audiences.

Both @DMR_Jewellery and @DMR_Watches provide followers with daily updates from across the DMR estate along with news from the world of horology.

Since launching, @DMR_Watches has already attracted the attention of a number of famous ‘friends of the brand’, including Liverpool stars and recent Premier League winners Jordan Henderson and Virgil van Dijk.

“Launching two Instagram channels was the natural next step in our digital journey, ensuring we are consistently posting relevant content for our loyal followers. These new dedicated accounts not only allow us to showcase our partner watch brands in the way they deserve, but also provides us with the platform to tell the story of DMR, illustrating every aspect from bridal, bespoke, design, craftsmanship and not forgetting our friendly experts across our four showrooms who help make it all happen,” says DMR’s head of marketing, Liz Allister.

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