EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
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
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to AccountAs the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
