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L2 Digital IQ Index®: Top Watches & Jewelry Brands in Digital 2017

L2 Digital IQ Index®: Top Watches & Jewelry Brands in Digital 2017


After two consecutive years of declining sales and profitability, the Watches & Jewelry industry needs new inspiration. Online jewelry sales bested brick-and-mortar sales over the holiday season and Amazon sold a watch every 1.5 seconds.. However only 53 percent of Index brands support direct-to-consumer e-commerce and more than a quarter fail to provide any path to purchase from the brand site. What’s worse, more than a third of Index brands omit product pricing on their sites, leaving the door open for grey market players to grab online share. These unauthorized retailers sell thousands of watches at an average discount of 33 percent, with some as high as 65 percent. Despite grey market competitors brands do maintain search visibility Index brands controlled 51% of the top three organic results on brand terms. The addition of product category or specific model terms boosted brand share to two thirds In this year’s Digital IQ Index®: Watches & Jewelry Tiffany & Co. shines at the top spot for a second year in a row with its cross-platform “Tiffany HardWear” campaign generating over 2 million YouTube views in its first week and mobile-friendly Concierge Service functionality for in-store appointments and online assistance. Cartier maintains its number two position combining inspired content and paid support on YouTube to extend its lead as the strongest performing brand channel. In addition, its SEO & SEM efforts help secure strong search visibility on category-specific terms. This study attempts to quantify the digital competence of 70 Watches and Jewelry brands operating globally. For these and more insights, visit L2inc.com.


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