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L2 Digital IQ Index
Following declining sales and profitability from 2014 to 2016, performance divergence between online and offline channels in Watches & Jewelry is growing. 2016 holiday sales at brick-and-mortar stores were disappointing, but online jewelry sales were up double digits and Amazon sold a watch every 1.5 seconds. Some brands are beginning to explore e-commerce on partner sites, but barely half of Index brands support e-commerce on their own sites, and more than a quarter fail to provide any path to purchase from their brand site. Watches & Jewelry brands must arm themselves with the right digital tools and strategies or run the risk of losing the brand equity that took them decades to build.