After two years of declining sales, the Watches & Jewelry industry has returned to growth. However, the increasing divergence between the performance of online and offline channels makes clear that digital accounts for much of that change. The top brands in L2’s Digital IQ Index: Watches & Jewelry focus on simplifying the user experience on both desktop and mobile sites, as well as creating social buzz and making the digital marketing investments necessary to remain top-of-mind for consumers.
1. Tiffany & Co.
The Genius brand maintains its Instagram dominance by generating 11 times the interactions of the average brand, and keeps up that success across platforms: its Holiday 2016 video racked up nine million views, making it the fifth most-viewed video in the Index. On mobile, Tiffany’s Engagement Ring Finder app allows virtual try-on, shoppability, and assisted purchase, and the mobile site’s concierge service enables users to make an appointment or view guided selling content.
A combination of compelling visual narratives and efficient sponsorship helps Cartier extend its lead as the top-performing brand channel, accumulating more than 121 million views. The Instagram feed offers shoppability through Like2Buy integration, and the brand’s popularity with key influencers helps generate major buzz on industry outlets.
Streamlined navigation and shoppable guided selling content, paired with product customization and videos, make Swarovski’s site experience notably pleasant for users. The experience is equally robust on mobile, encouraging purchase with features including expedited payment, persistent customer service, guided selling, and map directions.
Pandora scores the highest engagement on Instagram, with interaction counts 10 times those of the average Index brand. The brand’s strong Facebook performance is driven by compelling content, responsive customer service, and paid support. Pandora also spends efficiently on mobile. Its app features, among other tools, a gift finder that helps shoppers easily find the right present.
5. David Yurman
The Gifted brand’s best-in-class site integrates shoppable editorial content and supports omnichannel, appointment booking, and next day delivery. Mobile options are also solid with compelling visuals and content integration.
The brand’s site relaunch enhances the user experience with a sophisticated store locator, updated customer service features, and shoppable guided selling tools. Additionally, solid SEM efforts and investments in both the placement and quality of web advertising help drive brand buzz, and the brand garners the highest engagement on Facebook and second-highest on Twitter.
Montblanc boasts the highest level of email segmentation and targeting among Index brands, driving its above-average read rate. The brand also maintains a strong presence across social channels, combining influencer content and bold product imagery on Instagram to generate outsized engagement.
8. Alex and Ani
Alex and Ani’s authentic content breaks through curated, stylized feeds to achieve engagement five times the Index average, which then drives to commerce via Like2Buy. The brand’s best-in-class mobile app combines shareable personalized content with seamless in-app checkout.
Longines achieves strong Facebook engagement despite promoting only 26% of posts, and YouTube investments pay off, with video views double the Index average. The brand also spends efficiently on web advertising, appearing on high-quality publisher sites at a relatively low cost.
10. Van Cleef & Arpels
SEO and SEM efforts help the brand achieve a high share of paid search results on brand-centric terms. Van Cleef & Arpels also boasts a healthy presence across social channels, helped by strategic investments. For example, its strong paid support for the Perlée collection YouTube launch resulted in more than a million views, 98% of which were paid.