01
brand storytelling
research-led short-form video and editorial storytelling for watch brands, from archival rabbit holes to contemporary releases and campaigns.
campaigns / collaborationsWATCH CREATOR / SF + NYC
I yap about
watches.
the history, the people, the details that matter. i also help brands tell better stories and collectors find watches worth caring about.
25K+ig followers
1.46Mrecent views*
160K+single reel views
*approximately 28-day period; account data as of nov 6, 2026
@ciaociaochaufollow the rabbit holes ↗
history iseverything.
not anotherhot take.
good watches.better stories.
a littleobsessive.
STORYTELLING ✳ SOURCING ✳ COLLECTING ✳ CREATIVE PARTNERSHIPS ✳
01 / WHAT I DO
one obsession. a few ways to put it to work.
More than
content.
the fun part is getting curious. the useful part is turning that curiosity into great stories, smarter purchases, and interesting connections.
02
dealer content partnerships
making inventory interesting. collector-minded content that puts a watch in context and gives people a reason to care.
projects / ongoing partnerships03
watch sourcing & introductions
researching hard-to-find pieces and connecting people with suitable watches and sellers, including for editorial and creative projects.
inquiry based04
collecting advisory
a second set of eyes on a potential purchase, a collecting direction, or a shortlist. project-based guidance and ongoing advisory by arrangement.
one-off / ongoing02 / SELECTED WORK
some of the things i've been making.
A few good
rabbit holes.
history, collecting, and the occasional watch that deserves a longer conversation.
the movado you don't know.
exploring a side of Movado beyond the Museum dial: archival references, movement history, and the brand's story at the Horological Society of New York.
watch the reel ↗exceptional watches, real stories.
collector-first storytelling for an independent watch dealer, giving rare pieces context beyond a reference number or price tag.
watch the reel ↗going deeper than the dial.
original short-form stories and opinions about watchmaking, history, and collecting. my seiko iceberg series reached 162,000+ views on a single reel.
watch an original reel ↗WATCH THE WORK
See the stories.
selected videos you can watch right here. the real thing always beats a case-study blurb.
Selected project highlights. Explore more on Instagram ↗
03 / THE SHORT VERSION
Not here to
sell the hype.
i'm interested in why a watch matters: how it came to be, what makes it different, and who it might actually be right for.
curiosity first
the best stories start with a question worth asking.
an actual point of view
you don't have to agree with me. i should be able to tell you why.
good taste isn't a price tag
the details matter. the flex doesn't.
04 / GET IN TOUCH
Let's talk
watches.
have a brand idea, an interesting watch, a sourcing question, or a collaboration in mind? i'd love to hear it.
brand partnerships and other inquiries: partnerships@alexchau.co