It’s Tik Tok time for designer watches with Britain’s leading luxury pawnbroker reporting a surge in business from live-streaming high-end sales.
James Constantinou, who became a star in the hit Posh Pawn TV series, has started to see pre-loved brand watches fly on the social media platform, which offers real time engagement with millions of customers worldwide.
He became the first TikTok shop in the UK to sell top rated exclusive watch brands such as Rolex and Omega as well as luxury goods by Hermes and Chanel, which have reached a so far untapped prestigious audience who have reacted positively on the platform.
“Introducing watches on TikTok is an absolute game changer for high-end sellers like me,” says James, who runs the Prestige Pawnbroker brand, which also has eight physical High Street shops around the country.
Some of the most visited stores are based in Chelsea, Richmond and Whitechapel.
“We have had great success selling handbags on TikTok, so it is very exciting to be expanding our collections. My specialty is watches so I am particularly excited to be introducing them to the TikTok audience.
“We have already sold tens of thousands of luxury items to eager shoppers, including a stunning Hermes Birkin 35cm for £4,500, a Hermes Kelly Classique to Go Purse for £3,300, and a Louis Vuitton Neverfull MM Bag for £997.
“Our products are high value items, and I was unsure if consumers would take to them in a fast-paced environment such as TikTok, but it is proving hugely popular.”
TikTok has been growing its Lives feature which allows sellers to pitch goods to a global audience as online sales continue to surge with a prediction that their value will more than double from £7.4 billion to £16 billion by 2028
“The Tik Tok Lives sessions act like an online auction house and are such a great way to interact with customers. They are exciting and bring in many sales for us and a perfect place to do business for watches.”
James built a pawnbroking empire by specializing in high end and rare items, even including a helicopter and £1 million-plus supercars, that was featured on TVs hit show “Posh Pawn”.
“We are always keen to adapt the brand to the modern ways of business.
“TikTok is definitely the next exciting phase for us, and I am so excited to see where it takes the company,” he says.
“We only started our TikTok shop at the end of September but are heading for a £1million plus worth of business by the end of the year.
“In the first couple of weeks, the TikTok Live accumulated over 1.5 million views which was overwhelming and is only going to continue becoming more popular.
“What is so special about our Lives is the charisma and expertise of our selling team. Our fanbase is devoted and drawn in by these personalities, as well by the high-end fashion at prices you won’t find anywhere else.”
- Hannah