After years of declining sales, 2017 marked a return to growth for the watches and jewelry sector. Many brands can point to growing demand from digitally native millennial consumers as well as renewed demand from China to account for this uptick.
However, the outlook for the sector at large remains uncertain as several core threats, such as the rise of disruptors and ongoing loss of search visibility to unauthorized sellers, continue to go unaddressed. These ten brands use digital to stay on top of the rapidly evolving digital landscape, according to L2’s Digital IQ Index: Watches & Jewelry:
1. Tiffany & Co.
Digital IQ: 144
The Genius brand maintains its leading status with superb performance on Instagram, best-in-class product pages on its website, and strong omnichannel capabilities on mobile. Extensive shopping and text ad buys have kept the brand on top in paid search while placements in publications like Vogue and Elle have ensured high brand visibility.
Digital IQ: 140
A combination of successful video content and outsized ownership of search results helps Cartier stay on top. With over 121 million views on YouTube, the brand’s video content also translates to Instagram with many video posts achieving over 100,000 views. Along with best-in-class SEM, Cartier boasts a robust mobile website with well-integrated customer service features.
Digital IQ: 139
Despite mediocre SEM, Swarovski achieves high site traffic and organic visibility against unbranded keyword searches. Additionally, the brand maintains an active Instagram presence, taking care to link posts to its site and publicize partnerships. Swarovski’s site features detailed product pages and user-friendly navigation tools and is optimized for mobile.
4. Alex and Ani
Digital IQ: 138
Alex and Ani exhibits excellent social prowess; it uses shoppable Instagram posts to drive followers to its DTC-enabled site and outperforms peers on Pinterest. The brand also invests in connecting guided selling and editorial content to product pages, streamlining the online shopping experience.
5. David Yurman
Digital IQ: 136
David Yurman boasts consistently strong performance across all platforms, especially Instagram, where it leverages shoppable posts. Along with find-in-store features, the brand also includes unique cart IDs that allow customers to submit basket-specific requests, making for a multi-faceted omnichannel setup.
Digital IQ: 135
Among jewelry brands, Pandora leads in impressions and creatives, relying on indirect placements to gain wide reach. The brand also features extensive product customization options and guided selling tools, like its Perfect Match tool. However, the brand keeps e-commerce separate from its website, resulting in a fragmented user experience.
Digital IQ: 134
Significant improvements to its website including live chat and content investments on product pages put Bulgari in the top ten. The brand also remains strong in social media, thanks primarily to its #SeeMyWish campaign.
8. Tag Heuer
Digital IQ: 133
In addition to introducing product customization, Tagheuer made several improvements to its digital portfolio including refined brand site filters and navigation tools.
Digital IQ: 132
Strong SEM coupled with a best-in-class mobile site experience put Longines in the top ten. The brand also maintains an active social media presence, especially on Instagram, where it did well with live video campaigns.
Digital IQ: 131
In addition to leveraging Instagram Stories during the holiday season, Montblanc makes sure to link to product pages. Its introduction of the smartwatch shows that the brand is conscious of sector trends.