AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
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
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
