Luxury brands in the jewelry and watch industry need to do
more with social networking tools like Facebook, according to a digital
competence study conducted by L2 Think Tank.
The watch and jewelry industry registered the lowest aptitude in
utilizing the Facebook platform, L2’s Facebook IQ report found.
Swarovski’s engaged fan base and more than 1 million “likes” on
Facebook got it listed as the highest ranked watch or jewelry company. The
company was listed as 15th out of all luxury brands; others included Omega (24th),
IWC (28th), and Pandora (30th).
Pandora had the most active fans with a 0.18 percent average of
weekly total page likes.
Hublot was listed at the ninth most active brand on Facebook among
all categories, posting an average of 21 posts per week.
Among the study’s other findings:
– Brand wall posts that demonstrate products garnered the highest
– Some 20 percent of prestige brand Facebook pages do not allow
fans to post on the brand wall, suggesting the industry still sees the digital
platform as a one-way communication.
– None of the brands analyzed were engaged in Facebook commerce,
even though the study saw this as the highest potential area of growth in the
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