Etude l2 watches jewelry-2013-

Excerpt from the Digital IQ Index®: Watches & Jewelry
To access the full report, contact membership@L2ThinkTank.com

October 29, 2013

SCOTT GALLOWAY
NYU Stern

Watches & Jewelry
© L2 2013 L2ThinkTank.com

Digital IQ Index®:

Watches & Jewelry


October 29, 2013

WE ST WA RD
The market for luxury watches and jewelry will breach $60
billion this year, representing 20 percent of the global luxury
market.1 Over half of the growth achieved since 2009 lows
is attributed to emerging markets. However, what’s old
is new again as emerging markets dampen and mature
markets begin to register modest, if not robust, growth.
In the first half of 2013, Swiss watchmakers saw an 11 percent decrease in exports to Hong
Kong and a 19 percent drop to China (their largest and third largest markets, respectively).2

Global Market for Luxury Watches & Jewelry by Region
2008–2013, in USD millions
Europe
North
America

APAC
Rest of World

$56,939
$50,081

$46,344

$59,511

$49,911

$62,216
3.0%
CAGR
5.2%
YoY growth

The government crackdown on gift giving (common among politicians, industrialists, and
0.2%
CAGR

party officials), coupled with a controlled economic slowdown is dampening retail expansion
in second and third tier cities.3
This year—for the first time in recent memory—growth rates in Europe and North

3.5%
YoY growth

10.5%
CAGR

America will rival growth in APAC.

3.5%
YoY growth

Coming Home
As focus returns to mature markets, luxury brands are confronting the consequences of

2008

2009

recent efforts to increase prices in those markets. In theory, weaker sales to international

2010

2011

2012

2013

Source: Euromonitor International

tourists would be offset by the added incentive to shop at home.4 In practice, slowing
growth abroad and weakening tourist inflows are forcing industry leaders to pivot along
several fronts.5

Firms are also registering shifts in sources of organic growth within their brand
portfolios. Barclays predicts the jewelry segment of Richemont (Cartier, Piaget, Van

While You Were Sleeping

Cleef & Arpels) will grow 15 percent—twice the rate of its watch business.7 The recent

Obsession with the East coupled with increased pricing at home has created an opening for

acquisitions of Harry Winston by Swatch Group (March) and Pomellato by Kering (July)

“affordable luxury” brands in mature markets. Michael Kors has tripled its share of the luxury

reflect the shift in focus.8, 9

watches and jewelry market since 2009, leveraging their licensing partnership with Fossil.

Lastly, while the threat of Apple’s “iWatch” is largely shrugged off at SIHH and

This nontraditional player has crashed the party, and is now among the top ten brands (by

Baselworld, the market for wearable technology (encompassing Nike, Samsung, Jawbone,

segment revenue) in the United States.

etc.) is already $4.6 billion—meriting the industry’s attention, if not concern.10

1. “Market Sizes: Luxury Jewelry and Timepieces,” Euromonitor Passport, 2008-2013.
2. “Chinese tourists drive Swiss watch sales,” Malcolm Curtis, The Local, July 19, 2013.
3. “China calls time on expensive watches in face of crackdown,” James Shotter, Financial Times, May 3, 2013.
4. “Affordable Luxury Seizes Initiative in Europe,” Rob Walker, Euromonitor International, June 7, 2013.
5. “Luxury Spending in Europe Hit by Drop in Tourist Demand,” Astrid Wendlandt, Reuters, April 2, 2013.
6. “Fossil Winds Up Investors,” John Jannarone, Wall Street Journal, September 4, 2013.

7. “Jewellery sales set to sparkle,” Christophe Roulet, Haute Horlogerie Magazine, September 23, 2013.
8. “Swatch Group Completes $1 Billion Harry Winston Acquisition,” Anthony DeMarco, Forbes, March 26, 2013.
9. “Kering Acquires Pomellato,” Luisa Zargani and Miles Socha, WWD, April 24, 2013.
10. “8 Wearable Tech Devices To Watch,” Kristin Burnham, Information Week, September 23, 2013.

6

© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws.

2


Digital IQ Index®:

Watches & Jewelry

“In what area of online marketing and distribution do you
see the biggest risk exposure (reputational)?”
2012

2013

October 29, 2013

Luxury Watches & Jewelry
United States: Market Share by Company
2013
$14.40B

57%
47%

Top 10: 51.4%

37%
25.5%

24%

19%

5%
Social Media

Gray Market

Counterfeit Goods

11%
48.6%

0%
Other

12.3%

Source: Deloitte. n=53 executives

%

than a quarter of the brands reviewed in the L2 Digitial IQ Index® were classified as “Gifted” or above,

2.8

2.1%
1.7%

1.0%
0.9%
0.7%
0.4%

2013 has proven a tipping point for Watches and Jewelry brands in digital. For the first time, more

0%

4.

Tipping Point

Tiffany & Co.
Richemont
LVMH
Rolex
Kering (PPR)
Swatch Group
Harry Winston
Michael Kors
Graff
Ralph Lauren
Others


signaling increasing digital competence. Almost half of brands now support e-commerce and more
than a quarter provide concierge services from product pages. In social media, notorious holdout
Rolex launched an official presence on Facebook in April, leveraging unofficial communities previously
maintained to capture 1.5 million fans in six months.
Despite the progress, there is significant room for improvement. E-commerce remains largely an

Luxury Watches & Jewelry
Europe: Market Share by Company
2013
$14.70B

American affair, with half the ratio of EU domains supporting online transactions. Brands continue
to focus on mobile apps, ignoring that one in seven brand sites feature broken elements when

12.4%

viewed on a tablet device. Digital also presents new challenges—industry executives now report
social media represents a greater threat to brand reputation than the gray market.11

11.7%

Digital IQ = Shareholder Value
Our thesis is digital competence is linked to shareholder value. This study attempts to quantify the

46.7%

6.2%

digital competence of 80 Watches and Jewelry brands. Our aim is to provide a tool for identifying

5.3%

strengths and weaknesses, helping brands achieve greater return on digital investment. Like the

4.2%

medium we are assessing, our approach is dynamic. Please reach out with comments that improve

%

%

3.1

2.4%

2.6%

2.3%

Scott Galloway
Professor of Marketing, NYU Stern
Founder, L2
scott@stern.nyu.edu

3.1

our methodology and findings.

Top 10: 53.3%
Richemont
LVMH
Kering (PPR)
Rolex
Swatch Group
Chopard
Wellendorff
Tiffany & Co.
Graff
Pomellato
Others


11. “Swiss Watch Industry Study 2013: Time for the Future,” Deloitte, September 2013.


3

Digital IQ Index®:

Watches & Jewelry


October 29, 2013

About the Ranking
The Methodology

40%
Site

25%
Digital Marketing

20%
Mobile

Effectiveness of Brand Site
Technology
Search & Navigation
Customer Service & Store Locator
Product Pages
E-Commerce & Checkout
Alternative Path to Purchase / Concierge Services
Account & Personalization

Search, Display, and Email Marketing Efforts
Search:
Traffic, Web Authority, SEO/SEM

Compatibility, Optimization, and
Marketing on Smartphones and Tablets
Smartphone Experience:
Compatibility, Functionality, Ability to
Transact

Brand Presence, Community Size,
Content, and Engagement
Facebook:
Likes, Annual Growth, Custom Tabs &
Apps, Responsiveness, Engagement

Tablet Experience:
Compatibility, Responsiveness, UI/UX
Optimization

YouTube:
Search Visibility, Channel Experience,
Upload Views, Virality of Content

Mobile Applications (iPhone, iPad,
Android):
Availability, Popularity, Functionality

Twitter:
Followers, Annual Growth, Frequency,
Online Voice

Mobile Search:
SEO/SEM, Localization

Instagram:
Presence, Community Size,
Engagement

Email:
Ease of Sign-Up, Frequency, Content,
Behavioral Triggers
Blog & Other User-Generated Content:
Mentions, Sentiment, and Brand Activity on
Industry-specific Outlets (Hodinkee, TimeZone,
Watchuseek)
Advertising and Innovation:
Display, Retargeting, and Cross-Platform
Initiatives

15%
Social Media

Emerging Platforms:
Pinterest, Google+, Tumblr

Digital IQ Classes
Genius 140+

Gifted 110–139

Average 90–109

Challenged 70–89

Feeble < 70

Digital competence is a point of
competitive differentiation for these brands.
Brands are leveraging a mix of e-commerce
and concierge services to reach customers.

Brands are experimenting and innovating
across site, mobile, and social platforms.
Digital presence is consistent with brand
image and larger marketing efforts.

Digital presence is functional
yet predictable. Efforts are
often siloed across platforms.

Limited or inconsistent adoption of
mobile and social media platforms.
Sites lack inspiration and utility.

Investment does not
match opportunity.


4


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Digital IQ Ranking
Genius, Gifted
Rank

BRAND

DIGITAL IQ

Rank

BRAND

147

4

146

4

140

BRAND

11

DIGITAL IQ

139

6

12

137

7

13

14

Chopard

15

David Yurman Enterprises

15

Richemont


123
Nixon

132
Richemont

123
Richemont

133

10

124
Tourneau

133

8

125
The Swatch Group

136

8

126
Alex and Ani

The Swatch Group

Richemont

130
Richemont

Richemont

Swarovski

3

139
Fossil Group

Tiffany & Co.

2

Rank

Gifted

Genius
1

DIGITAL IQ

17

117
Hearts On Fire Company

Tiffany & Co.
Swarovski
Cartier
Fossil
Jaeger-LeCoultre
Tissot
Chopard
David Yurman
Piaget
Van Cleef & Arpels
Montblanc
Alex and Ani
Longines
Tourneau
Iwc Schaffhausen
Nixon
Hearts On Fire
Pandora
De Beers
Hublot
Omega
Tag Heuer
Baume et Mercier
Georg Jensen
Rolex
Victorinox
Movado
Bulgari
Bell & Ross
Chaumet
Raymond Weil
Citizen
Vacheron Constantin
Ippolita
Mikimoto
Shinola
Breitling
Officine Panerai
Birks
Vestal
Audemars Piguet
Maurice Lacroix
Harry Winston
Rado
Boucheron
Ebel
Pomellato
Bulova
Hamilton
Oris
Patek Philippe
Frederique Constant
Jaquet Droz
Tudor
Fabergé
Girard-Perregaux
Graff
Roger Dubuis
Zenith
Breguet
A. Lange & Söhne
Shamballa Jewels
Jeanrichard
H.Stern
Franck Muller
FRED
Blancpain
Corum
Richard Mille
Ball Watch
De Grisogono
Glashütte Original
Certina
Ulysse Nardin
Qeelin
Marco Bicego
Mido
Milus
Buccellati
Léon Hatot

5


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Digital IQ Ranking
Gifted, Average
Rank

BRAND

17

DIGITAL IQ

117

Rank

23

Pandora

19

Rank

LVMH

The Swatch Group

34

106

29

LVMH

99
Ippolita

35

LVMH

111

102
Richemont

108

28

103

33

Movado Group

111

DIGITAL IQ

Citizen Holdings Co.

109

27

BRAND

32

Victornox

113

21

109

23

LVMH

21

DIGITAL IQ

Rolex Holdings

113

19

BRAND

98
K. Mikimoto & Co.

105

35

Bell & Ross

98
Shinola

Average
23

109

29

Richemont

23

37

LVMH

109
Investcorp

105

29

Breitling

105
Raymond Weil


95

38

94
Richemont

Tiffany & Co.
Swarovski
Cartier
Fossil
Jaeger-LeCoultre
Tissot
Chopard
David Yurman
Piaget
Van Cleef & Arpels
Montblanc
Alex and Ani
Longines
Tourneau
Iwc Schaffhausen
Nixon
Hearts On Fire
Pandora
De Beers
Hublot
Omega
Tag Heuer
Baume et Mercier
Georg Jensen
Rolex
Victorinox
Movado
Bulgari
Bell & Ross
Chaumet
Raymond Weil
Citizen
Vacheron Constantin
Ippolita
Mikimoto
Shinola
Breitling
Officine Panerai
Birks
Vestal
Audemars Piguet
Maurice Lacroix
Harry Winston
Rado
Boucheron
Ebel
Pomellato
Bulova
Hamilton
Oris
Patek Philippe
Frederique Constant
Jaquet Droz
Tudor
Fabergé
Girard-Perregaux
Graff
Roger Dubuis
Zenith
Breguet
A. Lange & Söhne
Shamballa Jewels
Jeanrichard
H.Stern
Franck Muller
FRED
Blancpain
Corum
Richard Mille
Ball Watch
De Grisogono
Glashütte Original
Certina
Ulysse Nardin
Qeelin
Marco Bicego
Mido
Milus
Buccellati
Léon Hatot

6


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Digital IQ Ranking
Average, Challenged, Feeble
Rank

BRAND

39

DIGITAL IQ

91

Rank

46

Birks Group

39

DIGITAL IQ

82

Rank

47

Vestal International

80

48

Audemars Piguet

DIGITAL IQ

74
The Swatch Group

54

Kering

90

BRAND

53

Movado Group

91

41

BRAND

73
Rolex Holdings

79

55

Citizen Holdings Co.

72
Gemfields

Challenged

42

89

48

Maurice Lacroix

43

79

56

The Swatch Group

87

50

The Swatch Group

70
Kering

78

56

Oris

70
Graff Diamonds

Feeble
44

85

51

The Swatch Group

45

58

Patek Philippe & Co.

84
Kering

77

52

Richemont

76
Frederique Constant


68

58

68
LVMH

Tiffany & Co.
Swarovski
Cartier
Fossil
Jaeger-LeCoultre
Tissot
Chopard
David Yurman
Piaget
Van Cleef & Arpels
Montblanc
Alex and Ani
Longines
Tourneau
Iwc Schaffhausen
Nixon
Hearts On Fire
Pandora
De Beers
Hublot
Omega
Tag Heuer
Baume et Mercier
Georg Jensen
Rolex
Victorinox
Movado
Bulgari
Bell & Ross
Chaumet
Raymond Weil
Citizen
Vacheron Constantin
Ippolita
Mikimoto
Shinola
Breitling
Officine Panerai
Birks
Vestal
Audemars Piguet
Maurice Lacroix
Harry Winston
Rado
Boucheron
Ebel
Pomellato
Bulova
Hamilton
Oris
Patek Philippe
Frederique Constant
Jaquet Droz
Tudor
Fabergé
Girard-Perregaux
Graff
Roger Dubuis
Zenith
Breguet
A. Lange & Söhne
Shamballa Jewels
Jeanrichard
H.Stern
Franck Muller
FRED
Blancpain
Corum
Richard Mille
Ball Watch
De Grisogono
Glashütte Original
Certina
Ulysse Nardin
Qeelin
Marco Bicego
Mido
Milus
Buccellati
Léon Hatot

7


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Digital IQ Ranking
Feeble
Rank

BRAND

60

DIGITAL IQ

67

Rank

67

The Swatch Group

61

H.Stern Comércio e Indústria

77

79


36
Buccellati Holding Italia

49
The Swatch Group

38
Milus International

51

73

38

77

The Swatch Group

57

41

The Swatch Group

51

71

Groupe Franck Muller Watchland

LVMH

76

De Grisogono

57

45

Marco Bicego

52

71

48

75

BALL Watch Company

59

DIGITAL IQ

Kering

54

70

Kering

65

74

Richard Mille

63

BRAND

Ulysse Nardin

54

68

Shamballa Jewels

65

Rank

China Haidian Holdings

64

64

56

68

Richemont

63

DIGITAL IQ

The Swatch Group

66

62

BRAND

80

20
The Swatch Group

Tiffany & Co.
Swarovski
Cartier
Fossil
Jaeger-LeCoultre
Tissot
Chopard
David Yurman
Piaget
Van Cleef & Arpels
Montblanc
Alex and Ani
Longines
Tourneau
Iwc Schaffhausen
Nixon
Hearts On Fire
Pandora
De Beers
Hublot
Omega
Tag Heuer
Baume et Mercier
Georg Jensen
Rolex
Victorinox
Movado
Bulgari
Bell & Ross
Chaumet
Raymond Weil
Citizen
Vacheron Constantin
Ippolita
Mikimoto
Shinola
Breitling
Officine Panerai
Birks
Vestal
Audemars Piguet
Maurice Lacroix
Harry Winston
Rado
Boucheron
Ebel
Pomellato
Bulova
Hamilton
Oris
Patek Philippe
Frederique Constant
Jaquet Droz
Tudor
Fabergé
Girard-Perregaux
Graff
Roger Dubuis
Zenith
Breguet
A. Lange & Söhne
Shamballa Jewels
Jeanrichard
H.Stern
Franck Muller
FRED
Blancpain
Corum
Richard Mille
Ball Watch
De Grisogono
Glashütte Original
Certina
Ulysse Nardin
Qeelin
Marco Bicego
Mido
Milus
Buccellati
Léon Hatot

8


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Key Findings Site
Watches & Jewelry: Product Pages and Image Assets

Product Pages & Concierge Handoff
Online shoppers are 64 percent more likely to make a

September 2013, n=80

51%

purchase after watching a video of a product.12 Pictures
of products in multiple colors, finishes, or configurations

33%

can triple online sales—and 360-degree views increase

26%

conversion by up to 20 percent.13 Quality also matters—70

16%

percent of consumers report detailed images as an

15%

13%

important factor in making a purchase decision.

14

6%

Watches and Jewelry product pages largely disappoint.
Although half offer close-up images, only a third present
multiple angles, just a quarter provide interactive content,

Zoom/Enlarge Multiple Angles
of Product
Product Details

Interactive
Images

Information
on Authenticity

Side-by-Side
Manipulate
E-Magazine
Comparison Object (360° View)
Articles

and less than a fifth have tools to compare between two or
more competing options.
Where product pages do succeed, customers are often left

Watches & Jewelry: Alternative Path to Purchase

with few options to consummate a transaction via a concierge
or personal service representative. Less than 20 percent of
brands provide web forms to start such a dialogue—and half

25%

of these handoffs fail to incorporate dedicated phone support,

18%

call-back options, or appointment booking.
While concierge services provide a viable alternative to

9%

8%

6%

6%

Arrange
Appointment

Request
Call-Back

Call to Purchase

Item Referenced
in Exchange

direct e-commerce, more than half the brands that offer such
functionality are already e-commerce enabled. Concierge
services are being deployed to enhance the customer
experience of brands proficient at selling online—not

Contact Us from
Product Page

Email Concierge
or Service Rep

compensating for an acknowledged deficit.

IWC concierge offers the
opportunity to purchase
over the phone in place
of e-commerce.

12. “18 Big Video Marketing Statistics and What They Mean for Your Business,” Andrew Follett,
Video Brewery, July 17, 2012.
13. “Why online retailers need product videos,” Graham Charlton, Econsultancy, November 10, 2010.
14. “Product Images: The Power and the Glory to Convert,” Mark White, Content Ping, October 8, 2011.

Boucheron offers
360-degree views in the
product page for some of
the more detailed goods
in its collection.


The Hublot comparison
tool provides detailed
stats on the differences
between products.

9


Digital IQ Index®:

Watches & Jewelry

Key Findings Digital Marketing

October 29, 2013

Watches & Jewelry: Email Marketing

Email

September 2013
73%

A recent survey suggests email is the channel U.S. and U.K.

59%

consumers most prefer for initial introduction to a product
(37 percent of respondents)—double the response rate for
“social media/blogs.”

15

23%

14%

Opt-in

9%

n=80

While 73 percent of brands provide an opt-in to an email

Promote Email
Marketing

newsletter, just over half sent a marketing message (beyond
an automated welcome note) within a six-week window of

Via Newsletter
Opt-in

78%

55%

initial sign-up.
Behavioral email tactics are more scarce. Only five brands
(Alex and Ani, Ippolita, David Yurman, Montblanc, and Tissot)
send abandoned-cart emails. Data suggests these trigger

Easy Sign-Up
Ability to
(One Field Required) Customize
Newsletter
40%
9%

Follow-Up
n=58

Welcome Note Sent

emails result in open rates 61 percent higher and click

Security
Conﬁrmation
Required

First Correspondence
Within 30 Days

Content
Personalized

3%

Abandoned Responsive
Cart Trigger
Design

rates 117 percent higher than “business as usual” mailings
(baseline: 31 percent open rate, 5 percent click rate).16
Since September, open rates for email on mobile devices
hit 48 percent (55 percent for retail)—highlighting the
importance of tailoring content to small screens.17 While

2.42

1.98

1.98

Fossil

Swarovski

Ippolita

Frequency
(weekly)

1.40

1.37

Alex and Ani

David Yurman

Top 5

more than 80 percent of brand marketing received had a
“view in browser” option to ensure device compatibility, only
two brands (Pandora and Girard-Perregaux) have invested
in responsive email design—which optimize display for
desktop, tablet, and smartphone mail clients.18

Pandora is one of
only two brands
experimenting
with responsive
design emails.

Examples of abandoned
cart notification emails
are rare across the Index.

15. “Mind the Digital Marketing Gap,” Economist Intelligence Unit (EIU) & Lyris, June 2013.
16. “Q1 2013 North American Email Trend Results: Open Rates Rise as Consumers Interact with
email via Mobile Devices,” Epsilon, July 2, 2013.
17. “Email Open Rates on Mobile Devices Top 48%,” Joel Book, ExactTarget, September 3, 2013.
18. “Responsive email design: 10 great examples,” Andrew King, Econsultancy, September 19, 2013.


10

Digital IQ Index®:

Watches & Jewelry


October 29, 2013

Key Findings Social Media
Social Stats
A recent survey of Swiss watchmakers found that 88

Watches & Jewelry: Social Media Adoption

percent of industry executives view social media as

Percentage of Brands with Official Presence by Platform
2010–2013

“important.” However, 47 percent also said that social
platforms pose a reputational risk for the brand—up from 19
percent from 2012 and outpacing gray market goods as the
“biggest online risk” faced by brands.19
Despite perceived risk, participation on Facebook,

2010, n=29
96% 96%
89%
79%

93%
85%

2012, n=47

2011, n=35

2013, n=80

89%
85%

74%

74%

71%

YouTube, and Twitter has become virtually ubiquitous, and

71%

53%

adoption of emerging platforms—specifically Pinterest and

45%

43%

41%

Instagram—continues to grow. In the battle between these

53%
45%

new platforms, Instagram is the clear winner in terms of both

17% 14%

audience and engagement.
While Swarovski’s 1.6 million followers on Pinterest inflate
the average community size on that platform, the median

N/A N/A

Facebook

YouTube

Twitter

N/A N/A

Pinterest

Instagram

N/A N/A

Google+

N/A N/A

Tumblr

community size on Instagram is nearly seven times that
found on Pinterest (3,800 vs. 567 followers). Furthermore,
15 brands have accumulated more than 10,000 followers on

Comparative Metrics by Platform

Instagram, while only four brands have done so on Pinterest.

2012–2013

Instagram also demonstrates eight times the engagement
Average Engagement Rate

rates registered on Pinterest.

2.50%
2.00%
Average Community Size

1.50%
1.00%
0.50%
0.00%

0%

400%

800%

1200%

Average Annual Growth

19. “Swiss Industry Study 2013: Time For the Future,” Deloitte, September 2013.


Size
Growth
Engagement

61,472
+33%
0.14%

358,479
+88%
0.25%

21,103
+147%
0.09%

28,620
+402%
2.32%

29,695
+1,116%
0.29%

11


Digital IQ Index®:

Watches & Jewelry

October 29, 2013

Key Findings Mobile
Tablet Experience

Site Configuration on Tablets

In March, an analysis of global traffic revealed that the


share of monthly page views captured by tablets (8 percent)
had eclipsed that of smartphones (7 percent).20 iPads also
register 3.5 times the conversion rate observed on iPhones
(2.96 percent versus 0.84 percent), leaving many brand

Smartphone
Experience

1%

Tablet
Experience

5%

Tissot’s product
gallery reformats
when the device
orientation changes.

managers to reassess their mobile priorities.21
Advances in mobile optimization on the smartphone have
been slower to surface on tablet devices, where 94 percent
of brands rely on unmodified desktop sites. Fourteen
percent of desktop sites exhibit broken elements (typically

94%

Adobe Flash components), and 10 percent demonstrate

Desktop
Experience

sizing or alignment issues. In addition, content that does
load on tablets is rarely optimized. Less than half of the sites
support touch-and-swipe features, only a quarter optimize
selection menus for touch input, and just a sixth have
distinct UX elements depending on the device orientation
(landscape versus portrait mode).

Tablet Experience: Features and Functionality
41%
Breitling has users
swipe through the
different models
of a collection to
see details.

30%
26%
16%

5%
Touch & Swipe
Support

Swipe-able
Product Galleries

Optimized
Dropdown Menus

Optimized for
Both Landscape
& Portrail Mode

Galleries Adapt to
Orientation Change
(Fluid Grid)

20. “Tablets trumpt smartphones in global website traffic,” Tyler White, Adobe Digital Marketing
Blog, March 6, 2013.
21. “Ecommerce Quarterly: EQ1 2013,” Monetate, 2013.


12

Digital IQ Index®:

Watches & Jewelry


October 29, 2013

Table of Contents
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Click screen shots with this icon to view online!

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5 Methodology
6 Digital IQ Rankings
6 Genius
7 Gifted
8 Average
9 Challenged
10 Feeble

13 Key Findings
1 3 Biggest Winners and Losers
1 4 Distribution
1 5 Enterprise
Site
1 6 E-Commerce
1 7 Europe
1 8 Product Pages & Concierge Handoff
Digital Marketing
1 9 Email
2 0 Search
Social Media
2 1 Social Stats
2 2 Facebook
2 3 YouTube
2 4 Top 10 Communities by Platform
Mobile
2 6 Smartphone Experience
2 7 Tablet Experience
2 8 App Experience


29 Flash of Genius
29
30
31
32
33
34
35
37

Piaget: Phased Investment Shifts to Mobile
Longines: Fan Acquisition: Trot-Gallop
Rolex: “Daytona Experience”
Jaeger-LeCoultre: “Reinvent Yourself”
Chopard: My Happy Sport: Personalization
Tiffany & Co.: Ziegfeld Collection & The Great Gatsby
Index Leaders: Who Won Christmas?
Fossil: Reaping Rewards from Replatforming

38 L2 Team
39 About L2

13

Digital IQ Index®:

Watches & Jewelry


About L2

October 29, 2013

?

L2 is a think tank for digital innovation.
We are a membership organization that brings together thought leadership from
academia and industry to drive digital marketing innovation.

Upcoming Events
L unch : BE A U TY

October 31, 2013 · New York City
L unch : FA S H I O N

R esearc h

Digital IQ Index®: The definitive benchmark for online competence, Digital IQ Index® reports score

November 14, 2013 · New York City

brands against peers on more than 600 quantitative and qualitative data points, diagnosing their digital

November 22, 2013 · Milan

strengths

L unch : FA S H I O N & Beauty

and weaknesses.

November 26, 2013 · Paris

L2 Collective : Series of benchmarking reports designed to help member brands better understand

November 27, 2013 · London

resources, human capital, budgets, and priorities supporting digital strategies.

Br eakfast: Y ear in r eview

EVENT S

November 22, 2013 · New York City

Forums: Big-picture thinking and game-changing innovations meet education and entertainment.

L 2 F o r um

®

The largest gatherings of prestige executives in North America.

300+ attendees
Clinics: Executive education in a classroom setting with a balance of theory, tactics,
and case studies.

120 –180 attendees
Working Lunches: Members-only lunches led by digital thought leaders and academics.
Topic immersion in a relaxed environment that encourages open discussion.

40–80 attendees

November 6 & 7, 2013 · New York City

Upcoming Research
D igital I Q I nde x ® Rep o rt:

Beauty
Fashion
Sportswear
Home Care

consulting

Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives.
Advisory work includes Digital Roadmaps, Social Media Strategy, and Organizational Strategy engagements.
MEMBER SHIP

For membership info and inquiries: membership@L2ThinkTank.com


14

© L 2 2013 L 2 ThinkTank.com Reproductions Prohibited
This report is the property of L2 Think Tank. No copyrighted materials may be
reproduced, redistributed, or transferred without prior consent from L2. L2 reports
are available to L2 Members for internal business purposes.

A Think Tank
for DIGITAL INNOVATION
51 East 12th Street, 2nd Floor
New York, NY 10003
L2ThinkTank.com
info@L2ThinkTank.com


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