Did You Know These 5 Luxury Brands Grew Faster on TikTok Than Instagram?

Instagram was once the kingdom of luxury curated feeds, still life product shots, and slow seasonal drops.

But in 2025, TikTok quietly became the new power platform for prestige.

Not by chasing trends.
Not by acting younger.
But by mastering visual presence and storytelling pace.

Let’s look at 5 high-end brands that outperformed their Instagram reach on TikTok and what they did right.

1. Loro Piana – Minimalism Meets Motion

Why it worked on TikTok:
Loro Piana’s muted tones, slow drapes, and rich textures became TikTok’s version of “visual ASMR.” Their videos are intentionally slow, sensual, and cinematic, offering relief from the platform’s chaos.

Growth Strategy:

• Clean b-roll of movement: coats swinging, sleeves folding

• Slow ambient music or nature sounds

• No voiceover. No caption overload. Just feeling

Results:

TikTok reach doubled Instagram engagement in Q4 2024 without a single “trend.”

Lesson: Luxury doesn’t chase attention; it pulls it in with silence, elegance, and movement.

2. Hermès – The Unboxing Reimagined

Why it worked on TikTok:
On Instagram, Hermès was polished and untouchable. On TikTok, it became ritualistic. The creak of the orange box. The silk folds. The gloved reveal.

Growth Strategy:

• ASMR-style luxury unboxings with sound design

• “POV: Opening your first Hermès piece” series

• Subtle branding logo shown last, not first

Results:

Their average TikTok video in 2025 had 3x more watch time than Instagram reels.

Lesson: Sound is now status. Texture is storytelling.

3. Berluti – Craftsmanship as Content

Why it worked on TikTok:
Instead of selling, Berluti started showing. Shoemakers. Stitching. Ink work. Leather close-ups. The process became the hero.

Growth Strategy:

• Close-up footage of hand-painting shoes

• Artisan interviews in 15-second microcuts

• Focus on tools, textures, and tactile detail

Results:

Brand awareness among 25–35 year-olds rose 41% through TikTok — with zero paid ads.

Lesson: TikTok loves watching people care about something deeply. Even if it’s quiet.

4. ⌚ Rolex – Time as a Visual Language

Why it worked on TikTok:
Rolex leaned into its mythology. Instead of influencers, it posted time lapses, movement mechanics, vintage watch rebuilds like an aesthetic documentary, not a product push.

Growth Strategy:

• Macro-lens shots of gears, crown clicks, sapphire crystal

• Historical short stories (“This Rolex crossed the Atlantic in 1960…”)

• No faces. Only precision.

Results:

Their 2025 TikTok presence felt like a gallery, 7.3x higher save rate than Instagram.

Lesson: Prestige storytelling doesn’t talk louder. It shows timelessness.

5. The Row – Anti-Trend, Pro-Feel

Why it worked on TikTok:
Mary-Kate and Ashley Olsen’s brand never leaned into social media which is why their entry into TikTok felt like an event. It wasn’t branded. It was curated emotion.

Growth Strategy:

• Anonymous walks in cityscapes with Row silhouettes

• Black-and-white slow pans

• Piano soundtracks, soft fabric rustling, breathing room

Results:

The Row’s TikTok videos triggered virality because they refused to be loud.

Lesson: If you’re rare, show less and let people lean in.

Why Luxury Wins on TikTok (When Done Right)

TikTok doesn’t ask luxury brands to become casual.
It asks them to become cinematic.

Final Thought: TikTok Doesn’t Devalue Luxury; It Reveals Who Deserves It

The brands winning on TikTok aren’t dumbing down their message.
They’re refining it for a new medium, one that rewards feeling over format.

At Avramify, we help founders, personal brands, and boutique labels craft a prestige visual identity on TikTok, not by chasing clout, but by looking too good to scroll past.

Because on this platform, the algorithm doesn’t care about price tags.
It cares about presence.