Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
TechnologyJan 07, 2016
When It Comes to Digital, Tiffany Is Tops
Benchmarking firm L2 said Tiffany & Co. is the digital leader in the watch and jewelry sector thanks to its SEO efforts, online campaigns and social media efforts.
New York--When it comes to watch and jewelry brands with a digital presence, Tiffany & Co. took the cake last year.
Rated in benchmarking company L2’s 2015 Digital IQ Index as a “Genius” company, Tiffany was No. 1 in terms of digital performance out of the 66 watch and jewelry brands L2 ranked, beating out Cartier, Alex and Ani, David Yurman and Pandora, which ranked second through fifth, respectively.
Tiffany has ranked first in the Watches & Jewelry category of L2’s Digital IQ Index since 2011, except for in 2014, when David Yurman took that spot over, pushing the iconic blue box-brand into second place.
Rounding out the top 10 in 2015 were Shinola, Swarovski, Chopard, Van Cleef & Arpels and TAG Heuer.
All of the 66 watch and jewelry brands ranked by L2 were evaluated on 12 digital components, among them mobile search, mobile site, Instagram, email marketing, brand search and store locator. The higher each brand scored on each component, the higher up the list it appeared on the Digital IQ Index.
The score also determined what “class” each company was. Out of all the brands in the top 10 slots, only Tiffany and Cartier earned a “Genius” designation; the other eight companies were dubbed “Gifted,” the second-highest accolade, which is followed by “Average,” “Challenged” and “Feeble.”
Rounding out the bottom of the list with a Feeble ranking were brands Girard-Perregaux, Glashütte, Jean Richard, Wellendorff and Giampiero Bodino (62nd to 66th, respectively.)
Of all 66 watch and jewelry brands listed, the majority did fall under the Feeble ranking (18 companies), followed by Gifted (17), Challenged (16), Average (13) and Genius (two, Tiffany and Cartier.)
Factoring into the Tiffany ranking is its “unparalleled” search engine optimization efforts, L2 said. The brand secures first-page organic search results against more than 30 percent of more than 100 unique category terms specific to jewelry; for example, if a user searched “engagement ring,” Tiffany & Co.’s website would be among the first 10 results delivered.
In addition, its “New York Minute” campaign video, highlighting the debut of the CT60 watch collection, earned more than 3 million views on YouTube, comparable to a holiday ad campaign.
Notable digital feats by Cartier last year included extensive product imagery coupled with “sold online” filters, which drive consumers to the appropriate sales channels based on price points, as well as the brand’s investment
in its Cartier Catalog mobile app, which helped to secure the company a high download rank, specifically #135 out of the top 200 catalog apps.
Conversely, the brands at the bottom of the list had their flaws pointed out by L2. Jean Richard “fails to send email correspondence despite extensive information capture found on (its) brand site,” L2 said, while Giampiero Bodino lacks any digital footprint beyond its website and Instagram account.
L2 noted in its 2015 Digital IQ Index that watches and jewelry “face a stark reality: brand equity that took decades (if not centuries) to build does not transfer proportionately online.”
For example, L2 said 10 brands control more than 40 percent of global sales in this market: Cartier, Tiffany & Co., Rolex, Omega, Bulgari, Longines, TAG Heuer, Boucheron, Van Cleef & Arpels and Graff.
Online, however, these 10 brands control nearly 75 percent of all traffic to brand.com destinations: Tiffany & Co., Alex and Ani, Pandora, Swarovski, Shinola, Rolex, Omega, David Yurman, Citizen and Montblanc.
“Only three brands (Tiffany, Rolex and Omega) appear on both lists, signaling a reshuffling of the deck favoring challenger brands attracting a disproportionate share of the online equity,” L2 said.
More on Technology
The Latest
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
