MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SurveysNov 15, 2019
Are Consumers Emotionally Connected to Luxury Brands?
Not nearly as much as they are to Amazon, Disney and Netflix, one recent study shows.
Jewelry and watch brands outperformed other luxury goods in terms of consumer connection, a new study found, with Rolex ranking No. 1 among men, users over 35, and those with incomes of $100,000 or more.
New York—When it comes to emotionally connecting with consumers, luxury brands aren’t doing as well as other goods and services competing for their dollars, one recent study shows.
But there’s a silver lining: watches and jewelry did better in the category than other luxury products.
In MBLM’s Brand Intimacy Study 2019, the luxury industry dropped one spot from 2018, ranking 14th out of the 15 industries studied.
A New York-based marketing agency, MBLM defines “brand intimacy” as the emotional science measuring the bonds formed with brands used and loved.
The firm examines users of a brand, gauging their emotional connections and the characteristics of their bond to create a Brand Intimacy Quotient, a score each brand receives to indicate its performance.
The 2019 study analyzed 6,200 consumer responses and 56,000 brand evaluations across 15 industries in the United States, Mexico and United Arab Emirates.
Interestingly, the firm found that its top “intimate” brands in the U.S. significantly outperformed the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, drawing a correlation between consumer emotion and returns.
It’s also worth noting that within the luxury category, which analyzed 12 brands total, watches and jewelry reigned.
Rolex was tops among luxury brands in emotionally connecting with consumers, followed by Cartier and Tiffany & Co.
Rolex ranked No. 1 among men, users over 35, and those with incomes of $100,000 or more, while Tiffany was the No. 1 brand for users with incomes under $100,000.
MBLM also noted that “indulgence,” relating to moments of pampering and gratification, was the most prominent archetype in the category, and Tiffany was the top-performing luxury brand for indulgence.
The remaining top 10 luxury brands were: Chanel, Jaguar, Louis Vuitton, Gucci, Prada, Land Rover and Burberry.
Solving the Luxury Puzzle
Overall, the luxury category didn’t fare so well.
Luxury had an average Brand Intimacy Quotient of 18.7, well below the cross-industry average of 31.0, MBLM said. (Of note: Rolex had 31.1, while Cartier and Tiffany both had scores of 27.)
“Luxury fell in our 2019 rankings, which continues to be a surprising finding because of the prestige and value of these time-honored brands,” Managing Partner Mario Natarelli said.
“We believe that the brands in this industry will strongly benefit from shifting their focus and appealing to consumers’ emotions more.”
Calling the category a “curious puzzle,” MBLM dove into the dichotomy between
the esteem and quality of luxury brands and their poor performance overall in an additional report.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
Editor’s note: This story was updated post-publication to reflect that 12 brands were analyzed in the luxury category.
More on Surveys
The Latest
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
