YouTube’s power as a brand-building and e-commerce platform has largely been ignored by the Watches & Jewelry industry. Aside from just a few players, the majority of brands continue to struggle on this platform. Of the top 10 most played YouTube videos in the category, only three sit on their own brand’s channel:

Furthermore, our findings show that only two brand’s (Baccarat and Montblanc) video descriptions provide links to their e-commerce and only one brand, Rolex, purchased YouTube ads on its own channel during our data collection period.

Despite the industry’s hesitation to embrace the channel, YouTube has proven to be a successful platform for engaging fans through video. For example, in 2011 Cartier had just over 3.5 million video views, putting it roughly on par with Tiffany & Co. at almost 3.3 million views. In 2012, however, Cartier leveraged YouTube in its multichannel campaign “L’Odyssée de Cartier” which propelled the brand’s total video views to 33 million, eight times the magnitude of it’s closest competitor, Tiffany & Co.

The center of the L’Odyssée de Cartier campaign is a three-and-a-half-minute short film that follows a panther on an abstract journey through Cartier’s rich 165-year history. It is a brand building ad campaign that showcases the quality, heritage, and splendor of the label and its jewelry. Supported by a dedicated portal on its website and a Facebook campaign, Cartier was able to drive over 16 million views to the YouTube video, making L’Odyssée de Cartier by far the most viewed of all branded videos in this year’s Index.

For more information on the Digital IQ Index: Watches & Jewelry, download an excerpt of the report here.

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