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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.
Watches & Jewelry US 2018
March 13, 2018
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E-commerce is projected to represent a fifth of hard luxury sales by 2025, and watch and jewelry brands are finally getting with the times. In the face of improved digital competency, though, grey market and resale sites continue to threaten sales. Tiffany tops L2’s ninth annual Digital IQ Index: Watches and Jewelry for the third year in a row, demonstrating outsized visibility across paid and organic search on Google. Cartier follows in second, with superior reach and engagement on core social media channels. L2’s ninth annual Digital IQ Index: Watches & Jewelry measures the digital competency of 70 watch and jewelry brands globally.