L2 released an animated video along with the 2014 Digital IQ Index: Watches & Jewelry. A few highlights:
– Luxury watch brands are in denial about how the Apple Watch is about to disrupt their domain. Only 10% view the watch as a threat to their business. Wall Street disagrees.
– Watches & Jewelry brands are reprioritizing jewelry, which is the second highest-performing luxury category behind accessories.
– The Watches & Jewelry category has substantial room for digital improvement. For example, 45% do not provide e-commerce or concierge services, which leads to dead-end product pages without a path to purchase.
– Tiffany & Co., who held the top spot for five consecutive annual L2 Watches & Jewelry reports, was dethroned by David Yurman. David Yurman jumped from eighth place last year to No. 1 and Genius with expedited checking, customer service, and mobile and tablet optimization.
For more on the digital performance of 82 Watches & Jewelry brands, see L2’s sixth annual Digital IQ Index: Watches & Jewelry.