What the Brands with the Highest Digital ‘IQ’ Do Right

New York—Gartner L2 has released its “Digital IQ Index” for watches and jewelry, its annual report that ranks the online effectiveness of the world’s most well-known brands.

For the report, the New York-based research firm measured more than 1,250 data points around site and e-commerce, digital marketing, social media, and mobile, to rate the digital competency of 83 watch and jewelry brands.

The brands that made it to the top of the list all had one thing in common—investing in their online presence—though, overall, the industry continues to lag online, the report concludes.

“Digital competence in the watches and jewelry sector remains low, allowing digitally native newcomers, pre-owned and gray market sites, and retailers to outperform older brands on key digital touchpoints like search and site experience,” Gartner L2 said in its report.

The cream-of-the-crop brands made investments in website design, product imagery, live chat customer service, and other features to improve the shopping experience and sharpen their competitive edge.

Here are the top 10, as ranked by Gartner L2.

1) Cartier

Topping the list is Cartier, which has made significant investments in its omnichannel capabilities and was also a top five investor in digital advertising this year, according to Gartner L2. Although slow to make use of Instagram’s Story feature, Cartier is strong on engagement, with more than 8 million followers.

2) Tiffany & Co.

In the No. 2 spot sits Tiffany & Co with its improved website, including 360-degree product views and videos, as well as an integrated appointment booking feature. The iconic American jeweler is a leader in YouTube pre-video ads and boasts a substantial social media presence.

3) Bulgari

Bulgari snagged a spot in the top three after amping up its website, including adding more product imagery and offering a live chat feature during checkout. Its video advertising campaign for “To B or not to B,” combined with its strong Instagram Stories engagement, boosted the brand as well.

4) Pandora

Pandora came in fourth place after enhancing its on-site experience, including keyword search and visual filters, and also has the largest email list of the brands in Gartner L2’s study. The company’s push for mobile web advertising during holidays, like Mother’s Day and Valentine’s Day, as well as its Instagram collaboration with Disney were particularly successful.

5) Swarovski

Swarovski’s sleek, easy-to-navigate website, complete with a detailed store locator to encourage in-store visits, garnered it the fifth spot. The brand’s collaboration with model Karlie Kloss led