SurveysFeb 22, 2021
Survey Says: Sapphire Is King for Both Trade and Consumers SurveysMar 11, 2021
Study: Here’s How Many Have Been Shopping for Jewelry, Watches
Provoke Insights also found out which luxury brands are top-of-mind for consumers.
Rolex was among the brands leading the luxury category when it came to being top of mind among consumers recently.
New York—The past year has changed shopping habits dramatically amid the accelerated adoption of technology.
It’s vital for brands to understand these new habits and trends to know how they impact their industries, and where they stand with consumers.
To gain a better understanding of the consumer mindset, market research firm Provoke Insights recently conducted brand equity and trends research across 19 industries, including jewelry and watches.
Between Jan. 18 and Feb. 3, Provoke fielded a 15-minute survey to 3,000 Americans between the ages of 21 and 70.
Among those surveyed, only 6 percent said they had purchased luxury watches or jewelry in the past three months.
Those with a household income of $100,000-plus, with children, and within the millennial demographic account for the majority of watch and jewelry buyers.
Provoke said 89 percent of these buyers are optimistic about the future but are still concerned about COVID-19 impacting the economy (89 percent), in-person social events (80 percent), in-store shopping (75 percent), their health (71 percent), and their jobs (66 percent).
The study also found that consumers perceive the luxury category as slightly more innovative and a leader compared with other sectors.
But during the pandemic, survey-takers were less likely to say that they will purchase luxury brands in the future, or that luxury brands fit their current needs.
It’s vital for brands to understand these new habits and trends to know how they impact their industries, and where they stand with consumers.
To gain a better understanding of the consumer mindset, market research firm Provoke Insights recently conducted brand equity and trends research across 19 industries, including jewelry and watches.
Between Jan. 18 and Feb. 3, Provoke fielded a 15-minute survey to 3,000 Americans between the ages of 21 and 70.
Among those surveyed, only 6 percent said they had purchased luxury watches or jewelry in the past three months.
Those with a household income of $100,000-plus, with children, and within the millennial demographic account for the majority of watch and jewelry buyers.
Provoke said 89 percent of these buyers are optimistic about the future but are still concerned about COVID-19 impacting the economy (89 percent), in-person social events (80 percent), in-store shopping (75 percent), their health (71 percent), and their jobs (66 percent).
The study also found that consumers perceive the luxury category as slightly more innovative and a leader compared with other sectors.
But during the pandemic, survey-takers were less likely to say that they will purchase luxury brands in the future, or that luxury brands fit their current needs.
When they are shopping for jewelry or watches, survey respondents said the quality of the brand is most important, while price is less important.
More than half (53 percent) prefer to shop online rather than in store, 68 percent said they like spending time to research items they’re buying, and 54 percent said they would pay more for items that are “sustainably sourced.”
Top-of-Mind Brands
The survey also measured brand strength by giving luxury brands two scores.
The first was unaided brand awareness, in which survey takes were asked an open-ended question: When thinking about luxury brands, which is top of mind?
The second was a brand equity score, representing the average ratings given by survey takers on “leadership,” “innovation,” “fits needs,” “pay more,” and likelihood to purchase in the next year. These attributes were rated on a 10-point “agree” scale, where one is “strongly disagree” and 10 is “strongly agree.”
Related stories will be right here …
The first was unaided brand awareness, in which survey takes were asked an open-ended question: When thinking about luxury brands, which is top of mind?
The second was a brand equity score, representing the average ratings given by survey takers on “leadership,” “innovation,” “fits needs,” “pay more,” and likelihood to purchase in the next year. These attributes were rated on a 10-point “agree” scale, where one is “strongly disagree” and 10 is “strongly agree.”
Gucci and Rolex led the luxury category when it comes to being top-of-mind for consumers, according to Provoke Insights, with unaided awareness of 20 percent and 11 percent, respectively, and brand equity scores of 6.62 and 6.88.
Not surprisingly, Apple led the scoring in the technology category with unaided brand awareness of 2 percent and a brand equity score of 7.87.
Other luxury brands that were top-of-mind for consumers were: Tiffany & Co. (2 percent unaided brand awareness and a brand equity score of 7.19), Coach, Louis Vuitton, Chanel, and Michael Kors.
More on Surveys
The Latest
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
