Conversations & Insights April 7, 2015

Mass & Licensed Watches 2015



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 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

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