Top 10 jewellery & watch brands by EMV on TikTok

In 2025, the jewelry market on TikTok in the United Kingdom is distinguished by the diversity of brands and influence strategies. Boho Moon dominates the ranking with more than £1.4m in EMV and a very high commitment, followed by established players such as Pandora and Cernucci, who maintain high visibility despite smaller volumes. Other brands, such as Astrid & Miyu, APM Monaco or Monica Vinader, show that more specialized brands can capture attention through targeted campaigns and a strong connection with their communities. Even smaller actors like Anna + Nina, Prya, or Garmin are taking advantage of TikTok to build brand awareness and engage with engaged audiences. This ranking highlights the importance of creativity and the intelligent activation of creators to perform in a highly competitive segment.