After initially hesitating to move in a digital direction, luxury jewelry and watch brands have realized that they can’t afford to do without digital marketing. Today, more and more luxury brands are embracing digital marketing and discovering great success. But which luxury jewelry and watch brands have the highest digital status? According to a recent report and ranking of the digital performance of consumer brands by L2, only Tiffany & Co. and Cartier earned the mark of digital distinction. MediaPost.com shared more from the report for an exclusive look at the luxury jewelry and watch brands with a wealth of digital skill.
Discerning the Best in Digital
L2 regularly ranks the digital performance of consumer brands with a proprietary formula. This year’s report analyzed 66 leading brands, with their score based 40% on their website and e-commerce abilities, 35% on their digital marketing acumen, 15% on their mobile and tablet offerings, and 10% on their overall social media efforts.
Luxury Jewelry and Watch Brands Prospering with Digital
According to the report, only Tiffany & Co. and Cartier greatly excelled over other brands. Tiffany took the crown for its powerful digital search performance and interactive social media campaigns, while Cartier earned the second spot for its YouTube skills and solid mobile offerings.
Overall, the following luxury jewelry and watch brands ranked the highest in digital marketing performance:
- Tiffany & Co.
- Alex and Ani
- David Yurman
- Shinola Detroit
- Van Cleef & Arpels
- TAG Heuer
While some luxury brand experts say that the new digital watches and more mainstream brands may challenge this niche market in the future, the willingness of these luxury brands to explore and embrace digital will help them survive and thrive.
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Written by Michael Del Gigante