Today marks the release of the fourth annual Digital IQ Index: Watches & Jewelry. This year’s study benchmarks the digital competence of 47 prestige Watches & Jewelry brands across four dimensions: site, digital marketing, social media, and mobile. Based upon more than 675 data points, brands are classified into five categories: Genius, Gifted, Average, Challenged, or Feeble.
For the second year in a row, Tiffany & Co. has earned the top position in our ranking and remains the only Genius brand in the category. Tiffany & Co. continues to lead the industry with a best-in-class website, a strong searchable and commerce-enabled mobile site, and a sophisticated digital marketing platform that deftly blends commerce and brand-building. Tiffany & Co. is followed by Gifted brands Swarovski, David Yurman, Tissot and Cartier.
For a full top 10 list, please see the chart below:
Our study this year finds that, although once hesitant to embrace digital, Watches & Jewelry brands are ramping up e-commerce and rapidly adopting social media. 47% of the brands in this year’s Index are now e-commerce enabled, compared with just 31% in 2011. Five brands: Baccarat, Montblanc, Piaget, Van Cleef & Arpels, and Chopard have launched e-commerce over the past 12 months.
In terms of social media, we find that Watches & Jewelry brands are also eagerly signing onto different platforms. 85% of brands in the Index are active on Twitter, as compared to 41% in 2011 and 43% participate on photo-sharing app Instagram, as compared to only 6% in 2011. This year, more than half the brands in the Index have already launched on social newcomer Pinterest and just under half are present on Google+. We expect this trend to continue.
For more information on the Digital IQ Index: Watches & Jewelry, download an excerpt of the report here and watch the video below.