Certified. Verified. Delivered.

Bezel

1. Brand Overview

Who They Are

Bezel is a curated marketplace for authenticated luxury watches built to make high-end collecting as effortless and trustworthy as buying anything else online. Based in the U.S. and backed by top-tier investors, Bezel blends concierge-level service with digital-native ease, reimagining the luxury watch experience for a new generation of buyers. 

Bezel isn’t just a watch marketplace—it’s the trust layer the $50B resale industry was missing. With real-time concierge support, airtight authentication, and white-glove logistics, Bezel makes buying a Rolex feel less like a risk and more like a flex.

Business Objective

The goal of this campaign is to increase first time buyers, retention, and repeat customer rate. By focusing on reassurance, ease, and credibility, this campaign aims to turn browsers into buyers and reduce friction in the consumer journey. This would demonstrate Bezel’s ability to scale new customer acquisition efficiently. These customers are aged 25-45 in major U.S markets. Continue to add watches to their site. 

2. The Challenge

Problem

Bezel is in a high-ticket, scam-prone category; even curious buyers hesitate to pull the trigger online. Credibility is a major chokepoint, especially without seeing the product. The luxury market is crowded. To new customers, Bezel looks like another watch site. High-end watch buying is intimidating; even with concierge support, the process seems complex. Not click and go. Bezel is optimized for digital natives, but most of the watch word still carries old-school codes of exclusivity and insider status. 

Why It Matters

If Bezel fails to close the trust gap, it risks stalling growth at a critical juncture. Despite a strong top-of-funnel (shoutout to the TBPN Lads), too many visitors bounce before buying. This leaves CAC high, TLV unrealized, and paid acquisition unstable. The longer this friction remains, the harder it will be to scale efficiently. 

3. Audience

Who They Are

Bezels' target market is the modern collector, status aware, digitally native, and deeply fluent in taste. Aged from 25-45, mostly male, urban-based, with disposable income. Some are watch first, others are fashion forward, or tech adjacent buyers that getting pulled into the culture by friends, GQ, hypebeast, Hodinkee, Youtubers, and other social forms like THE TBPN BOYSSS. They spend freely but want to feel smart while doing so. They want to feel like they’re in the know instead of being sold to, and they crave access, not just ownership. 

These customers value effortless credibility over flashiness. Also, trust curation; they don’t want to scroll through thousands of listings to find a piece. They also value social proof, what are others are saying about Bezel. They love ‘access’ to insider tools and services like the concierge features. These customers are followers of notable social media ‘influencers’ like Teddy Baldassarre and follow pages on Instagram, Reddit, and X that give them access to quick updates and knowledge about the industry. 

What They Want

Many of these customers want to say “I've made it” without actually saying it out loud. They crave legitimacy in a space they respect but don’t fully belong to yet. They want to feel like insiders in a category built on exclusivity, without the gatekeeping, jargon, or judgment. Bezel gives them the tools with expert validation, frictionless access, and the feeling that they didn’t just buy a watch but made a power move. On a deeper level, they’re seeking confidence, credibility, signal, and ease. 

4. Insight

Core Human Truth

Everybody wants to know/look they are doing, especially when they don’t. In the world of luxury watches, where heritage, terminology, and the prices make the stakes feel sky high. Even confident buyers fear getting it wrong but don’t want to admit it.  Luxury buyers don't fear overpaying, they fear looking foolish. The emotional cost of getting duped/scammed is greater than the financial cost. In a category built on expertise, nobody wants to feel like a rookie even when they are that's why trust and presentation matter most. 

Supporting Signals

People post on social media, “Is this legit?” // “Did I get scammed?” People will also see short-form content like “Top mistakes beginners make in watch buying,” which get millions of views, not because people don’t want luxury but because they don’t want to look dumb. Many online communities help consumers validate purchases, revealing how much people crave and value expert backing.

5. Strategy

Strategic Platform

Our goal is to make first-time buyers feel like seasoned collectors. Positioning Bezel not just as a marketplace but as a credibility engine. This is a major advantage as Bezel levels the playing field between seasoned experts and new customers by elevating the user experience. The goal is to turn hesitation into certainty, remove the fear of getting it wrong, and let the buyer feel like they’ve made a powerful and educated move. 

Strategic Rationale

This strategy works because it addresses the emotional friction between the fear of getting it wrong and Bezel’s creditability. Bezel makes first-time buyers feel like seasoned collectors by removing friction with confidence, validation, and concierge-level assurance baked into the experience. Turning an anxiety-fueled moment into “I know what I’m doing.” 

6. Campaign Expression

Tagline or Headline

What's On Your Wrist // Fully Authenticated (In-House) // Your Trust Is Everything // Know What You’re Doing // Buy Like A Collector // The Confidence to Commit // Polished & Confident // Certified. Verified. Delivered. (Bezel.) // Confidence Looks Good on You // Collect Like a Pro // 

Key Message

Bezel is changing the game for first time buyers and seasoned collectors who still fear making a mistake, overpaying, or getting scammed. With airtight authentication, expert-backed listings, and concierge support, Bezel is moving the guesswork and replacing it with confidence. The goal of this campaign is to leave the audience thinking, “I don’t need to be an expert to buy like one”. It makes customers feel assured, seen, and ready to leap because Bezel has their back. The goal is simple: to turn hesitation into action, positioning Bezel as the smartest, safest, and most stylish way to step into the world of luxury watches. 

Creative Executions

• Magazine/OOH Ads - In high-traffic watch hubs and in magazines with “high-income” readership

• Short Zines to customers who have purchased a watch already

• UGC - showcase confident first-time (or veteran) buyers 

• Medium to long form content. Unboxing videos, partner with watch creators. Educational content. Watch videos with famous people (investors).

7. Success Metrics

How We’ll Measure Impact

• Increase in first-time buyers/repeat buyers

• Lower cost of customer acquisition 

• Engagement through educational content.

• Track feedback from customer support like “I almost bought this somewhere else” and “That was easy.”

8. Creative

• Photos are made in different artistic styles like Abstract Expressionism, Art Deco, Cubism, Fauvism, Impressionism, and so on.

• These photos can be placed on Billboards, Magazines, and other OOH placements