Luxury brands have a problem that most brands would love to have – they cannot buy their way into relevance without damaging the thing that makes them valuable. Discounts cheapen them. Volume cheapens them. Chasing trends cheapens them. So, the question becomes harder and more interesting: how do you build reach for a luxury brand without spending down the exact quality that makes people want it? For AXIA Time, the answer was proximity. And strategy driven social media.
A watchmaker with no bandwidth for four platforms
John Kanaras built AXIA Time around craftsmanship and Swiss Made precision. That is the hard part and he had it handled.
What he did not have was the capacity to run four social media platforms while building a luxury brand from the ground up. Instagram, Facebook, X, and LinkedIn each demand a different voice and cadence, and doing them badly is arguably worse than not doing them, because inconsistency in a luxury category reads as amateurism. He needed someone who understood storytelling and sport, which is where my boutique marketing agency in Tampa came in.
Foundation first, then the moments
We manage all four platforms with a strategy built on storytelling, live event activation, and the premium brand positioning luxury products require.
That started with the unglamorous part: a consistent content calendar and a product storytelling cadence that established AXIA Time as a real voice in the collegiate and professional sports space before the big moments arrived. You cannot show up at a championship as a stranger and expect the content to land. The groundwork must be laid first.
Then we showed up.
Bee Young Comms has represented AXIA Time on-site at the 2024 and 2025 Heisman Trophy Weekends in New York City, the 2025 CFP National Championship in Atlanta, the 2026 CFP National Championship in Miami, and the 2025 and 2026 Men’s and Women’s Naismith Award Ceremonies.
At each one we captured real-time content: player interviews, behind-the-scenes moments, award presentations, and product showcases. The core idea driving all of it is simple to say and difficult to execute. Put AXIA Time in the room where history is being made and capture every moment of it.
Real athletes, real moments
The content that performed best was never the product photography. It was the content tied to live moments and real athletes: posts featuring 2024 Heisman winner Travis Hunter and 2025 Heisman winner Fernando Mendoza. 2025 Naismith POY Cooper Flagg and 2026 Naismith POY Cameron Boozer (to the left). Lott Impact Trophy winner Caleb Downs. ESPN’s Holly Rowe and so many more.
That kind of content consistently drove the strongest engagement and saves. Saves are the metric I watch most closely for a brand like this, because a save is someone quietly deciding they want to come back to it. For a luxury purchase with a long consideration window, that signal matters more than a like.
Posts tied to the AXIA Time pop-up store at the CFP Fan Shop drove meaningful audience growth throughout championship season.
What it produced
- 30.9M impressions across Instagram, Facebook, X, and LinkedIn
- 6,110 new followers, built through championship season activations
- 162,687 engagements, driven by live event content and real athlete moments
AXIA Time’s social presence now reflects the luxury and legacy of the brand, embedded in the biggest moments in college and professional sports, reaching the right audiences at exactly the right time.
What this means for you
If you are building a premium brand, reach on its own is not the goal. Reach in the right room is.
The instinct is usually to spend more and post more. The better move is often to figure out which handful of moments genuinely matter to your audience, then commit to being physically present for them with a plan already in place. Association is a real asset. Where your brand is seen says as much as what it says.
And it only works if the foundation was built first. Showing up to the big moment is the reward for the quiet work that came before it.
Bee Young Comms is here for You!
See the full AXIA Time case study and the rest of our work on our Case Studies page. To learn more about what Bee Young Comms can do for you or your team, contact us today.