More than ever, being engaged in the watch community on social media means logging hours on TikTok. For years, the watch world has been building an impressive social infrastructure on Instagram, with collectors, brands, and dealers of all kinds finding a home on what is inarguably a platform that has reached maturity (even if not all of its users have). TikTok, by comparison, is a toddler, and to some of us who are dyed in the wool IG users, it?s every bit as inscrutable. But there?s no denying that the watch community, particularly new and younger watch collectors, are finding their way through the hobby on TikTok in much the same way that an older generation was educated on Instagram. 
Something that the two platforms have in common is that both are personality driven, and if you let the algorithm on each app do its thing, eventually you?re going to come across creators who you personally identify with and gravitate towards. Ben Cook, a 26 year old New York City based TikTok and Instagram creator has been growing his audience for nearly two years and in a relatively short period of time has already established a niche as an authentic voice and a supporter of affordable and approachable watches. 
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?I?m an entrepreneur at the end of the day,” Ben told me in a recent interview. He started making watch focused TikTok content in May of 2022 at t...