Tiffany, Swarovski, and Cartier rank highest for Digital IQ in a Watches & Jewelry report from New York City–based think tank L2.
The three companies all ranked in the Genius level.
Brands in the Gifted level, the next rung down, were Fossil, Jaeger-LeCoultre, Tissot, Chopard, David Yurman, Piaget, Van Cleef & Arpels, Montblanc, Alex and Ani, Longines, Tourneau, IWC Schaffhausen, Nixon, and Hearts On Fire.
The organization said this is the first time that more than a quarter of brands in the study ranked Gifted or above.
Still, L2 found “ample room for improvement” in the category. It also said watch and jewelry website product pages “largely disappoint,” as they typically don’t feature multiple angles or interactive elements.
The report went on to say that many brands don’t take full advantage of the opportunites offered by social media. Many don’t answer customer complaints on Twitter or have contests to promote user engagement.
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