Selling a $30,000 watch on Instagram Live
A watch dealer is moving five-figure timepieces through livestreams, according to a report in Inc. The mechanics of how have not been made public.
High-ticket goods are supposed to be hard to sell on video. Inc. reports that one watch dealer is doing it anyway, using Instagram Live to shift watches priced around $30,000.
The dealer's name has not been published. Nor have the volumes, the conversion rates, or the length of a typical stream.
What the account establishes is narrow but not nothing: a buyer will commit five figures on a live video call, to a seller they can see and interrupt, for an object they cannot handle.
For founders selling anything expensive, that is the point worth holding on to. The objection to live selling is usually that the format suits impulse purchases under £50. At least one dealer's trade suggests the ceiling sits higher than that.
The rest — how many viewers a stream needs, what a stream costs to run, how returns are handled on an item that size — has not been reported.