SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
TechnologyFeb 28, 2019
What the Brands with the Highest Digital ‘IQ’ Do Right
According to Gartner L2, the most digitally savvy watch and jewelry brands are investing in customer-focused features.
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
to massive YouTube viewership and the study touted its strong engagement on Instagram.
TAG Heuer came in sixth place after increasing its investments in display advertising and stepped up its social media game, specifically YouTube. The watch company was also the only brand in the study that offered same-day shipping.
7) Alex and Ani
Alex and Ani, known for its signature bangles, found its way to seventh place via its product quizzes, which tell users about their “soul number,” “power animal,” and “personal blueprint.” Besides its quirky quizzes, Gartner L2’s study noted the brand’s use of showcase ads and its “strong visibility on unbranded search.”
8) David Yurman
David Yurman used a variety of tactics to snag the eighth spot, but its appointment booking feature stood out, driving its in-store traffic. Gartner L2’s study also highlighted its one-page checkout and its free expedited shipping.
9) Kendra Scott
Kendra Scott’s savvy use of social media brought the brand to ninth place. The study notes that the brand was an early adopter of shoppable Instagram Stories, adding in fun graphics and product giveaways to boost engagement.
10) Van Cleef & Arpels
Van Cleef & Arpels landed in the 10th spot with its easy-to-shop site, with notable live chat and appointment booking features. The study also highlighted the brand’s high email open rates.
Tips and Tricks from Analysts
Gartner analysts recommend prioritizing the customer experience when designing websites, including adding features like live chat and mobile-friendly checkout.
“Functionality that consumers need for basic product research remains unfulfilled by many brand sites, requiring consumers to instead look on third parties, which leads to site bounce,” said the report.
Search is one of the most important tools when consumers look to purchase online, especially in a high-consideration and high-price sector.
“Paid investment on search is key to defend top-of-page territory, set price expectations, and divert traffic away from second-hand retail threats,” according to the report.
Analysts also suggest diversifying content across social media networks, noting that educational content works for Instagram Stories while YouTube reviews are beneficial for driving traffic to the site.
RELATED CONTENT: I’m Your Store’s Online Secret Shopper6) TAG Heuer
TAG Heuer came in sixth place after increasing its investments in display advertising and stepped up its social media game, specifically YouTube. The watch company was also the only brand in the study that offered same-day shipping.
7) Alex and Ani
Alex and Ani, known for its signature bangles, found its way to seventh place via its product quizzes, which tell users about their “soul number,” “power animal,” and “personal blueprint.” Besides its quirky quizzes, Gartner L2’s study noted the brand’s use of showcase ads and its “strong visibility on unbranded search.”
8) David Yurman
David Yurman used a variety of tactics to snag the eighth spot, but its appointment booking feature stood out, driving its in-store traffic. Gartner L2’s study also highlighted its one-page checkout and its free expedited shipping.
9) Kendra Scott
Kendra Scott’s savvy use of social media brought the brand to ninth place. The study notes that the brand was an early adopter of shoppable Instagram Stories, adding in fun graphics and product giveaways to boost engagement.
10) Van Cleef & Arpels
Van Cleef & Arpels landed in the 10th spot with its easy-to-shop site, with notable live chat and appointment booking features. The study also highlighted the brand’s high email open rates.
Tips and Tricks from Analysts
Gartner analysts recommend prioritizing the customer experience when designing websites, including adding features like live chat and mobile-friendly checkout.
“Functionality that consumers need for basic product research remains unfulfilled by many brand sites, requiring consumers to instead look on third parties, which leads to site bounce,” said the report.
Search is one of the most important tools when consumers look to purchase online, especially in a high-consideration and high-price sector.
“Paid investment on search is key to defend top-of-page territory, set price expectations, and divert traffic away from second-hand retail threats,” according to the report.
Analysts also suggest diversifying content across social media networks, noting that educational content works for Instagram Stories while YouTube reviews are beneficial for driving traffic to the site.
More on Technology
The Latest
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans ApprovedThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
