Top 10 jewellery & watch brands in Italy by EMV on TikTok

In 2026, TikTok remains an emerging but strategic field of expression for jewelry brands in Italy, with a ranking dominated by highly targeted activations and limited volumes of content. Stroili takes first place thanks to a concentrated but effective presence, ahead of Pandora, which manages to generate a solid EMV by relying on a wider network of creators. APM Monaco confirms its fashion positioning with regular activity, while Dodo Jewels relies on punctual but qualitative speeches. Lower in the ranking, Bijou Brigitte, PURELEI and PDPAOLA stand out for their modest but constant activations, showing that TikTok can also be used as a channel for experimentation. Mauboussin, Garmin and GioiaPura close this Top 10 with more confidential performances, often carried by very few content or creators. Overall, this ranking highlights an Italian jewelry market on TikTok that is still in the testing phase, where the impact is based more on the accuracy of the collaborations than on the power of distribution.