L2’s Digital IQ Index: Watches & Jewelry reveals distinct clusters on either side of the Average group. At the top of the heap, 90% of Gifted brands support e-commerce, 60% support assisted purchase, and 50% support both calls-to-action. Meanwhile, 40% of Feeble brands establish no discrete path to purchase from product pages – either online or offline.
1. Tiffany & Co.
Digital IQ: 157
Tiffany & Co. reclaimed its position as the Index leader this year, maintaining a significant 14-point lead over runner-up Cartier based partly on its unparalleled SEO performance on competitive category keywords like “engagement ring.” The brand also distinguished itself on social media with campaigns like “Will You?” and “Concierge of Love” – an interactive Valentine’s Day campaign pairing social media programming with an interactive gift guide on the brand site. Its “New York Minute” video, which introduced the CT60 watch collection, drew over 3 million views on YouTube.
Digital IQ: 143
Cartier boasts the highest performing brand YouTube channel in the Index, with over 90 million views. The luxury brand is also strong on mobile, with a mobile site that features extensive product imagery coupled with “sold online” filters which intuitively drive customer to the appropriate sales channels based on price point. Steady investment in the “Cartier – Catalog” mobile app helped the luxury brand secure a high download rank.
3. Alex and Ani
Digital IQ: 132
The brand’s best-in-class mobile app integrates personalized content with in-app checkout – making Alex and Ani one of only three Index brand apps to offer in-app commerce. Content is updated daily, personalized, and interactive. For example, the Personal Blueprint feature involves entering two pieces of information in exchange for custom astrological content and shoppable personalized picks from Alex and Ani’s latest Celestial Wheel Collection. That mix of content and commerce is proving to be a hit with consumers. Within three weeks of launch, the app had already been downloaded 80,000 times.
3. David Yurman
Digital IQ: 132
David Yurman’s site brings together online and in-store inventory on product pages, delivering a channel-agnostic shopping experience. The brand also partnered with Pinterest tastemakers to curate a shared collaborative board as part of a platform-specific holiday campaign. The collaborative board successfully garnered 92,000 followers – significantly more than David Yurman’s own account.
Digital IQ: 129
Pandora implements the most creative ads in the Index at 300 units, resulting in an outsize share of display impressions. The brand also made an impression on YouTube with its “Unique Connection” video, which achieved more than 17 million views. Like David Yurman, Pandora set up a holiday collaborative board on Pinterest, working with blogger Justina Blakeney to incorporate its products with holiday-themed decorations and recipes.
Digital IQ: 128
Shinola’s top-of-the-funnel marketing efforts are evident from the brand’s leading category search performance across all 13 Watch peers. The brand also optimizes the checkout experience via Amazon Pay and makes a particularly strong effort at cross-selling with customizable straps and complementary leather goods.
Digital IQ: 128
Swarovski’s advanced CRM strategies cover a variety of areas, ranging from abandoned cart trigger emails to the “Just Because” mobile app featuring the brand’s tiered loyalty program. The brand also leads the Index in terms of YouTube post frequency, with 208 uploads.
Digital IQ: 123
Chopard’s social success this year came from the #AreYouHappyDiamonds campaign video. Directed by Justin Wu, the video earned nearly 1.5 million YouTube views — 20 times what the Happy Sport 20th Anniversary Chopard collateral achieved in 2013.
8. Van Cleef & Arpels
Digital IQ: 123
Form meets function on this standout brand site, which continues to outperform rivals by integrating content with e-commerce and concierge handoff. On YouTube, Van Cleef & Arpels scores the second most viewed video by an Index brand, although the brand’s strategy of focusing paid promotion on the first day of posting triggered a steep decline in view count.
10. TAG Heuer
Digital IQ: 122
The new TAG Connected smartwatch campaign smoothly integrates efforts across email and social media, while the brand site combines UGC and video features. The brand has also entered the realms of YouTube success, with three of its 15 November uploads appearing in the month’s top 10 most viewed videos.