We’re closing in on a new year and rounding off 2025. RJ will shine his light on the past year in an article tomorrow. However, I thought it would be nice to take a look at which posts became the most popular of the year on our Fratello Instagram account. Besides, while writing this article, we’re also closing in on 250,000 followers, which deserves a little mention and may as well be celebrated by going over our social media highlights. So, without further ado, here are the watches that received the most comments, likes, views, and shares on the Fratello Instagram.
That’s right; besides writing articles and creating hands-on reels, I also ensure you don’t miss a beat on Instagram. I can often make a relatively accurate estimate of which posts or videos will become popular. Sometimes, though, there are watches that surprise us all. Let’s start with a few of the more surprising ones and then work our way toward the more expected big guns.
The same picture I used as the main one for the Instagram post
Serica Expedition bracelet
In November, Serica introduced the Expedition bracelet for its 8315 Travel Chronometer. We went hands-on with it, and I wrote an article based on my experiences and created a reel. In the article, I mentioned that not many brands pay as much attention to their bracelets as Serica does. However, articles and Instagram posts on the introduction of a new bracelet usually don’t earn as much attention as the ones about new watch releases. Well, the Instagram post on Serica’s Expedition bracelet certainly did. I’m not sure if it’s because of the main picture I used for the post or because people truly liked the new bracelet. Either way, the post sits confidently among our five most popular Instagram posts of 2025.
Singer Caballero
When we had the new Singer Caballero in for review, we immediately knew it was something special. The combination of the glossy, lacquered green dial, fluted golden flange, and orange hands stands out as very original. In addition, the four jewels peeking through the dial tell you there’s even more going on around the back. The open-worked four-barrel movement, with its six-day power reserve, not only sounds impressive but also looks the part. However, Singer isn’t the best-known brand out there, so the fact that it’s among our top five Instagram posts is rather surprising, even though it’s very well deserved.
Cliff Tait’s Rolex GMT-Master 1675
Now we come to the more usual suspects in terms of popularity. Of course, Rolex watches are among our most popular Instagram posts of the year, even multiple times. In this entry, Henry tells the remarkable true story of New Zealand pilot Cliff Tait and the Rolex GMT-Master ref. 1675 that accompanied him on a historic solo flight around the world in 1969. Over 80 days, 284 flight hours, and more than 30,000 miles, he became the first person to circumnavigate the globe solo in a New Zealand-built aircraft, which was likely the smallest aircraft ever to complete the trip.
Image: Webb’s
On his wrist was a Rolex GMT-Master 1675 gifted by the brand and engraved with his name and departure date. Far from a symbolic accessory, the watch became a critical navigation tool. Its 24-hour GMT hand allowed Tait to track Greenwich Mean Time while crossing time zones, coordinating refueling, airfield contacts, and flight planning without relying on electronics or radio signals. The Rolex GMT-Master was perfectly suited for the task, as it was a robust, legible, mechanically reliable, and purpose-built tool for global travel. The watch endured extreme conditions — heat, cold, vibration, and humidity — without faltering. If you haven’t read the whole story, you still can, of course.
Rolex Land-Dweller
The Rolex Land-Dweller was by far the most talked-about release of Watches and Wonders Geneva this year. Of course, some people had already seen it coming due to leaks that surfaced days before the big show. However, when it officially debuted, people still wanted to see it for themselves. As Mike already said in his hands-on article, the Land-Dweller was also popular because it was so polarizing. Some people loved the integrated bracelet design, while others couldn’t stand the dial’s honeycomb texture and large applied numerals. Now that the dust has settled somewhat, we’re curious whether we will see any updates to the Land-Dweller at Watches and Wonders next year. Follow our Instagram account to make sure you won’t miss any of that.
Seiko Rotocall re-editions
Of course, Seiko is also among our most popular Instagram posts. The brand’s new releases always do well. However, it makes an appearance here with a re-edition of a rather unusual collection of watches. The original Rotocall watches from the early 1980s were known for their innovative interface, which let users select functions by rotating the octagonal bezel rather than pressing multiple buttons. This intuitive system even made the watch popular among astronauts, despite it not having been an official NASA-issued piece of equipment.
The new Seiko Rotocall models keep that spirit intact. They feature a 37mm stainless steel case, 100m water resistance, a Hardlex crystal, and Seiko’s A824 quartz module with an accuracy of ±15 seconds per month. Three colorways are offered (yellow/black, red/black, and gray/blue), each delivered with both a steel bracelet and a nylon strap. Did you already pick one up?
The titanium Cartier Santos
The watches mentioned so far were all very popular on our Instagram page. However, the Cartier Santos in titanium completely smashed the competition in terms of popularity. It’s in a completely different league. When I went hands-on with it, honestly, I wasn’t fully convinced. The almost entirely bead-blasted finish, including the bezel, made it feel somewhat dull and less desirable, in my opinion. Well, the numbers online certainly proved me wrong. Our Instagram followers loved the combination of the already very popular Santos and its all-titanium case and bracelet. I have to say, I’m still not entirely convinced, but the lightweight material does suit the Santos’s tool-watch character, I suppose. Maybe I just need to get used to the idea a little more. Have you already tried it on?
A few honorable mentions
So, those were the most popular watches posted on the Fratello Instagram account this year. I’ll mention a few additional ones here quickly. First, the popularity of Hamilton’s Call of Duty: Black Ops 6 Khaki Field Automatic shows that the brand did the right thing teaming up with such a franchise. However, I also thought it was great that a more experimental watch, like the WRK Timepieces ACF-2, received all the attention it did, almost making it to the top five most popular posts. Finally, Omega’s Grey Side of the Moon also received much praise, with its dial and movement all decorated with lunar craters — a great bonus addition to the new Dark Side of the Moon collection.
What was your most surprising or noteworthy watch post on Instagram? Let us know in the comments below.