The Instagram-based community is a place for “enthusiasts to engage with inspiring and informative content”, according to the jeweller.
The @LaingsWatches platform will showcase a range of luxury watches, and offer consumers insights, news and stories surrounding watchmaking and timepieces.
Other features include showcasing innovations from its luxury brands, as well as providing an exclusive first look at its pre-owned collection, and how-to demonstrations from their watch experts.
The jeweller said the platform works to provide a more “personal” experience for its customers.
Followers are encouraged to collaborate with the brand and engage with the content, building a “community” of watch fans, as well as connect with other enthusiasts.
Stuart McDowell, retail director at Laings, said: “We’ve created this interactive platform to share our passion for high-quality luxury watches with like-minded individuals.
“At Laings, we have an elite portfolio of luxury watch brands and have access to incredible content and visuals. Laings Watches allows us the opportunity to share our appreciation of these works of art.”
He added: “Whether you’re just beginning your journey and researching your first timepiece, or if you’re completely fluent in the language of horology, Laings Watches is a place for anyone with an interest in timepieces to join and celebrate the magnificence of high-quality watchmaking.”