Top 10 jewelry & watch brands by EMV on TikTok in the Netherlands

In 2026, TikTok is gradually establishing itself as a field of expression for jewelry brands in the Netherlands, with strategies that are still very heterogeneous depending on the actors. My Jewellery clearly leads the ranking thanks to nearly €800,000 from EMV and a solid activation combining volume of mentions and a committed network of designers. Behind, Finaste is distinguished by a very sustained presence in terms of content and influencers, despite a more contained EMV, illustrating an approach based on repetition and visibility. Vedder & Vedder shows a more concentrated performance, while Astrid & Miyu, PURELEI, Franky Amsterdam and Anna + Nina occupy the heart of the rankings with regular activations but on a smaller scale. Finally, CLUSE, Pandora and Bijou Brigitte close the top 10, testifying to a still limited presence on TikTok in this market. Overall, this ranking highlights a Dutch jewelry ecosystem in the exploration phase on TikTok, where a leading brand is clearly emerging, while the others are still testing the platform's levers to find the right balance between volume, engagement, and impact.