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Why trust them any less than someone like Rolex or Omega who advertise on huge billboards outside airports? Advertising on Instagram is likely the most cost effective way for them to get their name out there. Obviously not an apples to oranges comparison but unsure why advertising location for an established brand really matters.
I personally like what Yema are doing. Yes, I think they're a little pricey but I like the watches themselves.
JB-
I don't know I just trust it less. I think it's because dodgy companies are more likely to only do social media adverts and have no presence anywhere else because they're not real. With companies advertising on billboards and the like, it's about brand recognition rather than "this item = this price".
Sumo
I don't trust a company that advertises on socia media so heavily.