This study explores the impact of digital experiences on consumer trust, engagement, and shopping behavior within the luxury watch sector, focusing on interactions via official social media channels. By examining the digital brand experience's role in shaping perceptions and loyalty towards luxury watch brands, this research aims to highlight how social media influences luxury brand dynamics in the digital era. Through a structured methodology employing the Partial Least Squares (PLS) approach, this study investigates the relationships between digital brand experience, brand trust, brand engagement, and brand loyalty. Findings suggest that a positive digital brand experience significantly enhances consumer trust and engagement, leading to increased brand loyalty. The study underscores the importance of cohesive online and offline strategies to maintain brand exclusivity and integrity, providing insights for luxury watch brands to optimize their social media presence for improved consumer loyalty
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