(Photo credit: @rolex/Threads)
Less than four weeks after the U.S. presidential elections, Rolex decided to use Threads as its newest social media platform, following the migration of millions of users to Meta's text-based app. Rolex shared its first post on Monday, inviting users to “Join the world of Rolex on Threads.”
Rolex is still posting on X, as well as YouTube, Instagram, Facebook, LinkedIn, Pinterest, Weibo and WeChat, and owns dormant accounts on other platforms, like TikTok.
Threads reached more than 275 million monthly users in November, up from 200 million in August. Many power users, including celebrities, have announced they are leaving X, owned by Elon Musk, after they felt the platform had shifted to the right.
Meta has not revealed how many users have joined Threads since the election. But as of Wednesday, Threads was the top-rated free app on Apple’s App Store.
Rolex's first video on Threads, a 30-second clip about watchmaking, logged over 91,000 views and 2,400 likes in two days. The same clip on X logged about 20,000 views and 400 likes.