Watches & Jewelry brands must defend their search equity. Gray market retailers control 23% of product search terms and 17% of branded search terms, just a little less than the real estate owned by brand sites. Grey market retailers also own more paid search ads than brands, 30% vs. 23%.
But brands in the Digital IQ Index: Watches & Jewelry are stepping up their efforts. Forty-six percent of brands are bidding on their own terms, up from 36% in 2013. Select brands have stepped up the quality of paid ads: 11% show a contact phone number, and 13% show local mapping directions. More than 70% of Richemont brands embed mapped directions to the nearest boutique in sponsored search results.
Tiffany & Co. is another search leader among Watches & Jewelry brands, with the highest organic visibility across non-brand keywords. It appears in 16% of queries, twice that of rival Cartier.