Fashion brands’ hunger for growth coupled with the specter of wearables is dragging the watch industry into the 21st century.
On the heels of the Apple Watch, nearly a quarter of Mass & Licensed watch brands have now pledged to release a smartwatch.
Analysts suggest a third of the Swatch Group's profits are at risk from the new entrant.
Despite this lingering threat, investments in digital are anemic.
While 70% of brands now support Direct to Consumer e-commerce,
Only 39% secure first-page search visibility on category keywords—blunting brand discoverability at the top of the funnel.
Once on site, only 24% of licensed brands integrate watches into their main navigation scheme—failing to promote watches as prominently as other product lines.
Digital marketing is a similar story as mass brands, on average, email consumers only once a month, and Licensed brands send less than one watch-specific announcement per quarter.
Genius brand Michael Kors leads with a commitment to digital that includes its #MKTimeless campaign, and unmatched integration of watch-specific programming across site, email, and social media.
Fossil boasts the most robust SEO, returning fossil.com in broad-spectrum searches for terms including "mens watches".
And Shinola's #MyShinola demonstrates 1.7x the engagement of other brand posts, backed by a best-in-class mobile experience.
This study attempts to quantify the digital competence of 74 Mass and Licensed watch brands. Members can download the full report at L2inc.com.