When it comes to watch industry CEOs and how they use social media to communicate with their clients and fans, with Instagram being the one of the most important channels since a couple of years, there are basically three groups: The CEOs of most of the Swatch Group brands or Rolex, for example, don’t use it professionally, or strictly as their personal account. Others, like Georges Kern or Julien Tornare, very actively use their publicly available profiles to provide another access point to the brand(s) they’re representing, some clearly managed professionally, others still operated by the profile’s owner.