The art of balancing limited and permanent collections!
Furlan Marri’s digital strategy.
Digital campaigns as an engine of stability and profit.
- Services
- Commerce
- Data tracking
- Data analysis
- Awards & conference
- Perspective 3
- Meilleur du Web 2025 – runner-up, Digital Strategy & Performance
- Client
- Furlan Marri
- Period
- Since 2022
- Media mix
- Search Ads (Google, Bing)
- Social Ads (Meta, TikTok)
- Performance Max
Born in Geneva in 2021, Furlan Marri has become one of the most remarked-upon discoveries in watchmaking of recent years. Founded by Andrea Furlan and Hamad Al Marri, the house combines the refined aesthetic of vintage watches with a contemporary approach to quality and price.
Every model tells a story: sculpted lugs, sector dials drawn from the 1940s, balanced proportions. The finishing is exemplary, down to the details of the case back and the hands.
The challenge - limited collections against permanent ones
Furlan Marri, a young Swiss watch brand, made its name quickly through its limited collections. Every launch creates enormous anticipation and turns into a commercial success. But that mechanism, powerful as it is, also creates an imbalance: a heavy dependence on just two or three drops a year, followed by quieter periods.
When we started working together, in 2022, the objective was clear:
- Keep getting the most impact out of the limited launches.
- Build profitable acquisition on the permanent collections, so as to smooth revenue and steady the growth.
It is that double objective — scarcity and continuity — that has guided the whole digital strategy.
Strategy — four decisive markers
Optimise every campaign on margin, for maximum impact.
Meta, the key engine of the acquisition strategy.
Make every high point pay.
Steer performance by MER (Marketing Efficiency Ratio).
1. An approach driven by margin and profitability
The way we steer campaigns goes well beyond watching ROAS. From the start, we adopted a precise financial frame:
- CM1 (Contribution Margin 1): revenue – COGS (cost of goods sold)
- CM2: CM1 – logistics costs (shipping & fulfilment)
- CM3: CM2 – advertising spend (Meta, Google and the rest)
It is CM3 — the real profit the campaigns generate — that serves as the compass.
That logic changes everything. It lets us reason in net profitability, not only in sales volume. We systematically take in the cost of production, logistics, VAT and diminishing marginal returns: the more you spend, the more efficiency can fall. The task is therefore to keep finding the balance point between growth and profitability.
That financial discipline is what let budgets go from €2k a month to €20k a month without ever eroding profitability.
2. Meta Ads as the main engine of growth
Meta quickly became the leading acquisition channel. But the progression was gradual, with a real scaling method:
- Initial phase (summer 2023): test campaigns launched in the Middle East market. The first results were middling (€658 spent, 1 conversion), but they laid the foundations.
- Ramp-up phase (August–December): from €2k to €13k monthly budget, always with return in view. In September 2024, profitability reached a platform ROAS above 10.
- Structuring phase (2024): stabilising around €10k, then gradually doubling investment to €20k a month from September 2024, profitably.
The account structure is deliberately simple and effective:
- ABO tests (on target CPA) to validate new creative in the leading market without touching profitability.
- CBO “Bests” worldwide (ASC+) to scale only the best validated creative.
- Follower campaigns, to strengthen an intensely engaged community — indispensable for supporting the launches through the CRM.
That clear frame let us steer growth calmly, while keeping real budget flexibility.
3. Limited collections: orchestrating the high points profitably
Drops of new watches are treated as genuine event campaigns. The mechanism is always much the same:
- Teasing: generating leads and exposure to the advertising through Meta, in coordination with the CRM.
- Launch: switching to conversion/purchase campaigns, combined with an optimised email plan.
Here the key lies in close communication with the client, to estimate each model’s potential and calibrate the budgets accordingly. Those budgets stay floating, adjusted in real time against performance, always with profitability in view.
The result: every launch is amplified as far as it will go, without ever cannibalising the brand’s overall profitability.
4. Steering the whole, and where growth goes next
Though Meta carries most of the acquisition, Google keeps a supporting role on the brand, notably with Brand campaigns. Generic and Shopping campaigns, being too competitive, proved less effective, and were therefore dropped to protect profit.
Beyond the platforms, we steer performance holistically:
- MER (Marketing Efficiency Ratio) as the key indicator of overall revenue against marketing spend.
- TripleWhale to consolidate the data and make the tracking dependable.
Steering the whole this way let us not only steady the growth on the permanent collections, but also give the brand a solid structure for absorbing the quiet spells between drops.
Impact
The Furlan Marri experience shows that an independent brand can grow quickly without sacrificing profitability — provided a rigorous digital strategy is in place.
By anchoring the decisions in financial reality (margins, CM3, diminishing marginal returns), by treating high points (limited drops) and quiet spells (permanent collections) by different logics, and by steering nimbly, we turned digital into an engine of stability and profit for the brand.
The next steps are clear: strengthen influence, draw still more on an intensely engaged CRM, and keep diversifying the advertising so as to keep scaling without friction.
bright is an excellent agency, and has been helping us read our business calmly for several years now. From our earliest days, they took our budget into account and managed it effectively. We greatly enjoy working with the whole team, because they take the initiative and never hesitate to propose new ideas for us to improve. I recommend bright strongly.
