Case Study:

Digital PR / Thought Leadership

Using Effective Thought Leadership To Drive Valuable E-A-T Links Into The Website.

The Project

Watches2U are the UK’s Leading Independent Watch Retailer. Our work with this brand was designed to utilise thought leadership to drive expertise across our Digital PR approach – combining a great story by the owner with the day to day knowledge of the team, to provide insight on not only a great personal story but also business management times which range from marketing, to procurement to day to day business tasks & the challenges of operating a business.

Our key aims of the project were to utilise the in-house expertise of the Watches2U team to drive great expertise-led Digital PR driving authority & great quality links back into the website.


Our Approach

Our thought leadership for the brand overall was broken down into two sections – an initial section for the owner Danny Toffel to tell his story & a second section to work with the internal team to showcase their expertise across a range of publications.

Our thought leadership for Danny focused on interviewing him to fully understand the backstory & then pitching this to major dailies & local publications enabling us to land links on key publications including The Mirror, Daily Mail & Metro.

Our thought leadership with the brand focused from a business perspective on the day to day business management & expertise & included features on Fleximize & Jewellery Focus discussing how to build relationships with big brands.

Our Coverage

Links Achieved
Average Domain Rank
National Daily Newspapers

Man Who Started £12 Business With £40 In A Shed Is Unrecognisable After Weight Loss

EXCLUSIVE: Founder of Watches2U, Danny Toffell, has shed a massive 7.5 stone after his workaholic ways and unhealthy lifestyle put his life at risk.

Millionaire Who Lived On Takeaways While Running His Watch Business Ballooned To 25st - But Now He's Unrecognisable After A Gastric Band

A millionaire, who lived on takeaways while running his watch business, ballooned to 25st - but now he's unrecognisable after a gastric band.


We have been working with Cedarwood for many years now. We have always found them to be knowledgeable & at the forefront of their industry. In a highly competitive industry we have maintained exceptional growth thanks to their expertise in digital marketing.

Our campaigns have been optimised to way outperform the market and are continually refreshed to adapt to all external factors. I have always found them to be honest & direct.

I would have no hesitation in recommending the team to anyone seeking digital marketing expertise.

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