Watchtower, led by former Raytheon executives and veterans, blitzed through influencer deals to raise brand awareness.
Social media ambassadors included artists, competitive shooters, and content creators like Nick ‘Pew View’ Johnson, Matt Carriker, and former Arizona Republican Senate candidate Mark Lamb.
But the acquisition of the headline-grabbing company couldn’t keep Watchtower’s finances afloat.
Commenters on Reddit chided the company for its content strategy.
A Redditor joked, ‘So you’re telling me that collaborating with gunfluencers won’t make a company successful?’
‘I have yet to hear a good thing about them from people other than guntubers,’ another alleged gun shopper said.
A gun manufacturer, known for its high-end rifles and military-style firearms, has filed for bankruptcy.
Just over two years since its launch, Watchtower Firearms, the Texas-based manufacturer, filed for Chapter 11 bankruptcy at the end of last month.
Watchtower, which set up shop in 2022, made a name for itself by catering to civilian, military, and law enforcement markets.
Products sold for anywhere from $1,000 to $5,000.
The manufacturer’s signature Apache Double Stacked 9MM sold for $4,199.
Watchtower is not the only gun company that is struggling to meet sales expectations.
Gun sales in the US have been cooling off after spiking to a record 21.8 million in 2020.
In 2024, that number dropped to 15.3 million, according to the nonprofit gun violence publication The Trace.
Even Texas – arguably one of the most gun-friendly states – has seen sales nearly cut in half compared to the early pandemic rush.
For years, Republican presidents have typically meant bad news for the gun sales business.
Fears of tighter gun restrictions during Democratic administrations has historically driven sales of firearms in the U.S.
During the last Trump administration, United Sporting Cos filed for bankruptcy in 2019 after overstocking its supplies.
Remington Arms, the oldest American gun manufacturer, also filed for bankruptcy in the previous administration.
For now, Watchtower is still taking preorders for its latest product, The Bridger, a hunting rifle named after frontiersman Jim Bridger.