L2’s Digital IQ Index: Watches & Jewelry finds Cartier to be the winner of YouTube this year. Its Shape Your Time video had upwards of 15,483,264 views, more than any other video on a Watches & Jewelry brand channel. Much of Shape Your Time’s success was due to a partnership with CNN, but three other Cartier videos were in the top ten most viewed brand clips. In fact, Cartier was one of few Watches & Jewelry brands– in addition to IWC Schaffhausen, TAG Heuer and Swarovski– who dominated the top ten most-viewed brand videos. As shown in the graph below, IWC and Tag Heuer nearly tripled their video views in the past year.
So in addition to strong digital media partnerships and compelling brand stories, what can brands do to improve their YouTube presence? Paid YouTube search ads are popular among Index brands. Cartier, Shinola, and Patek Philippe have implemented defensive bidding to protect visibility on their own search terms while Rolex ads appear in nearly half of brand-related searches on the platform.