Ok so "content creator" and "influencer" chiming in here. Both in quotations as I dont feel I truly am one in the wider social media scene. I'll give you my perspective as someone who has a bit of insider info. My Instagram has about 25k followers which seems like a lot but not when you consider many popular accounts have 6 figure follower counts. I talk to many of those accounts and they're always shocked (as I am) at how much access I've had in the last few years.

Some background, my account really started to take off when I started involving my kids in unboxing videos. It seems the audience and even brands loved my son in particular as he was not gentle with how he handled the watches. In the end, they're just watches after all (even if they cost hundreds or thousands). His glee and reactions were hilarious to watch and we came up with even more fun ways to showcase the watches. Brands started sending me watches specifically for Kid Cognito to unbox! Soon, he, along with my daughter, was getting gifts as well.

Gifts - yes, I get a lot of free watches. From micros to big brands, many (not all) let me keep the watches in exchange for the social media posts which they can reuse as part of their "user generated content" on socials. While many would consider this "sponsorship", I really dont as all I'm doing is presenting the watch and my experience with it (good or bad). I rarely do real reviews, so for the most part I am just showing off a new watch and hopefully in a fun manner. Here's one with both my kids helping:

https://www.instagram.com/reel/B25Yh8RgtVX/

The unboxings got crazier, Citizen sent me a diver to unbox on a trip to Cuba:

https://www.instagram.com/reel/CeMpERtpJAj/

I was even unboxing them underwater in the middle of Winter! haha

https://www.instagram.com/reel/ClzTVbngEAR/

I still do this for fun and have no intention on working in the industry. I've been offered, but I feel my passion for the hobby will disappear if this becomes my 9 to 5. What I have been enjoying in the last couple years is getting invited to a lot of industry events. Most of the attendees are often retailers or actual media outlets, so I'm often amused when asked "who do you work or write for, Ian?" and my cheeky response is always "oh, I just post stuff on Instagram" 😂

Some of the fun events like Tissot's pool party to release the new Seastar: https://www.instagram.com/stories/highlights/17924816633406217/

Helicopter tour with Longines to debut their Pilot Majetek: https://www.instagram.com/stories/highlights/17982255745869202/

Private lunch with Tudor where each course was inpired by a new release: https://www.instagram.com/stories/highlights/17982979673299180/

Rooftop party with Omega to debut their Summer Blue Collection: https://www.instagram.com/stories/highlights/18382534420034069/

But the top of my list so far, was being invited by Hamilton to join them in Hollywood for the Behind the Camera Awards! They flew me business class from Toronto to LA, and put me up in a swanky hotel for 4 days. We were wined and dined the whole time, got a VIP tour of Paramount Studios, and then taken by limo to the event. There I got to stand with actual media and see actors like Jamie Alexander, Viola Davis, and Jordan Peele. We then sat in the front row of the awards! https://www.instagram.com/reel/Cky8BlnAkPg/

It's been a crazy fun ride and I still feel out of place and always surprised to be invited to any of these. So yeah, TL:DR - I dont consider myself an "influencer" as I'd be shocked if anyone actually bought a watch based on seeing it on my page first. I feel like an outsider getting an inside look so that's how I often present it to you guys. In fact, most of my content is based around "OMG I think the #watchfam would find this amusing!" So nothing to hide here, not monetizing in the real sense, and just having fun with the hobby!

Mine says "congrats!"

One of the biggest reasons I have added a charity aspect to my monthly giveaways this year. I had such a great response from last Movember with several people sharing their mental struggles with me so I was honoured & inspired. Some excerpts

Fond memories of Kensington Market from my youth and now my teenage daughter frequents it for vintage clothing

It still hurts to think of his passing. I often thought he had the perfect job - travelling, eating, and drinking. Hurts even more to rewatched his shows and hear him joke about suicide... 😔

RIP Tony

It's aged canvas from StrapsCo

"417 ES" 😉