How a vintage Patek Philippe retailer became the category authority.
167%
Instagram follower growth (2025)
Growth had come from word of mouth with no organic engine, budgets were restricted with no paid advertising, and they needed to build authority above auction houses and watch media.
Built a video-first content engine, borrowed authority through partnerships, shaped a reference-led content strategy, and scaled lifecycle across email and Trustpilot.
Named WatchPro's 2024 Vintage and Pre-Owned Retailer of the Year, Collectability is New York's specialist in vintage and pre-owned Patek Philippe, founded in 2019 by John Reardon and Tania Edwards. Their clients range from serious collectors to enthusiasts and high-profile names. Growthmode partner since 2022.
The challenge
Growth had come from word of mouth and direct sales, and without an organic channel pulling new audiences in, scaling beyond the existing network was capped. They were building reach in a high-end, slow-purchase category with no paid advertising in the mix - everything had to come from owned channels and content - while earning trust above established auction houses, dealers and watch media.
What we built
Four years of partnership, building the pillars that grow the brand today.
The content engine - ongoing
Built a video-first content engine that consistently drives awareness and consideration across channels. Posting cadence and video formats now generate the majority of reach.
Strategic partnerships - 2024–2025
Developed collaborations with auction houses, podcasts and creators, putting Collectability in front of new audiences at scale. Sotheby's coverage alone delivered over a million views.
Reference-led authority - 2025
Shaped a reference-led content strategy focused on articles covering specific Patek references in depth. These now consistently outperform general content, driving the highest-quality traffic to the site.
Lifecycle and trust - 2025 onward
Scaled email to a 76% open rate - the top 5% of all industries - and launched Trustpilot, with the website banner driving 88% of all traffic to the profile and putting reviews in front of buyers before they purchase.
The results
A content engine that compounds across channels: 167% Instagram follower growth in 2025, 1M+ views from the Sotheby's partnership, 463k website sessions (+23% YoY), 5x more traffic from reference content, a 76% email open rate, and 120% YouTube view growth year on year.
“Growthmode immediately ignited our channels to boost business and increase brand awareness, while respecting our restricted budgets. The team worked hard to understand our business, provide strategic advice, and design and produce innovative and impactful messaging that converted. We consider Growthmode as true partners in growing our business.”
Tania Edwards
Co-Founder, Collectability
Ready when you are.
We’re not going to pitch you. We’re going to figure out whether we can actually help. And if we can’t, we’ll tell you.
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