Tiffany & Co. and Cartier have mastered the digital realm far better than any other jewelry brands, according to a new survey of 70 watch and jewelry brands by L2, a digital think tank.
L2’s Digital IQ Index: Watches & Jewelry listed both of the storied luxury retailers in the “genius” category, the only brands in the survey to receive that designation.
Tiffany, which claimed the number one spot, was cited for its “superb performance on Instagram, best-in-class product pages on its website, and strong omnichannel capabilities on mobile.” It also stays visible with paid search ads as well as placements in fashion magazines, the survey said.
Cartier won kudos for its “successful video content,” which has racked up 121 million views on YouTube; “outsized ownership of search results”; and mobile website that includes “well-integrated customer service features.”
Rounding out the top 10 were the following brands, all labeled “gifted”: Swarovski, Alex and Ani, David Yurman, Pandora, Bulgari, Tag Heuer, Longines, and Montblanc.
The survey also concluded:
– Many watch brands are still weak at search. The survey found that 64 percent of Google search results for Rolex lead to resale sites, and 42 percent of Omega search results point to gray market sellers. Things are even worse for Roger Dubuis: 85 percent of its search results go to resale sites and 13 percent go to gray market sellers. Just 2 percent of that brand’s Google results lead to authorized retailers.
– Watch brands are increasingly adopting e-commerce. Sixty-two percent of the brands surveyed now support direct-to-consumer e-commerce, up from 53 percent in 2017, the report found. However, affordable brands are still more likely to sell online than luxury brands.
It cited Vacheron Constantin’s partnerships with Hodinkee and Net-a-Porter as signs of greater acceptance of e-commerce within the luxury sector.
“A majority of Richemont brands [now stock] permanent collections on Net-a-Porter,” the report said.
(Photo courtesy @tiffanyandco)