Tiffany & Co., Swarovski, David Yurman, Tissot and Cartier top 2012 L2 Digital IQ Index®: Watches and Jewelry

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L2’s Index Measures Digital Aptitude of 47 Prestige Brands

Tiffany & Co. captured the number one spot and remains the only Genius brand for the second year in a row in the fourth annual 2012 Digital IQ Index®: Watches and Jewelry. Tiffany & Co. is followed by Gifted brands Swarovski, David Yurman, Tissot and Cartier. The study, authored by Scott Galloway, NYU Clinical Professor of Marketing, and a team of researchers at L2 Think Tank, benchmarks the digital competence of 47 prestige Watches and Jewelry brands.

Download the full rankings and key highlights from the report:

Watch the video highlighting Key Findings:

Top Ten Digital IQ’s:
1. Tiffany & Co.
2. Swarovski
3. David Yurman
4. Tissot
5. Cartier
6. Montblanc
7. Pandora
8. De Beers
8. Victorinox
10. Jaeger-LeCoultre

“We are on the verge of a tectonic shift in this sector as industry behemoths launch and scale e-commerce offerings. However, fruits of the new sales channel will not be distributed evenly. Big brands with capital, back-end tech and robust leadership will capture direct sales at the expense of smaller brands, 3rd party retailers and a few holdouts who still have not embraced the channel.” – Scott Galloway, Clinical Professor of Marketing, NYU Stern and Founder, L2 Think Tank

Study Highlights:

  •     Changing of the Guard: 47% of the brands in the study offer e-commerce, up from only 31% in our 2011 study. Brands with e-commerce register 49% greater year-on-year traffic growth and more than 1.5 times as many Google searches as brands that are not selling online.
  •     Social Media Adoption Rates Soar: 96% of brands have an official Facebook page; Rolex and Patek Philippe are the exception. Meanwhile, more than half of the brands have launched pages on Pinterest and 43% participate on Instagram.
  •     In Search of Search: The average brand in the study owns just 25% of the organic search results for their brand terms on the first page of Google and only 16% of the first page search results on YouTube. Paid search real estate on Google is worse; brands own only 5% on average.
  •     Judging a Book by its Cover: Of the 28 brands present in the Index since 2010, only 25% offer gift finders, and only 7% have product ratings or reviews on their sites. Even more alarming – only half of the 28 brands provide directions to their stores, failing to optimize the handoff to retail.

About our Methodology
47 prestige watches and jewelry brands were evaluated on more than 675 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile.

About L2
L2 is a think tank for digital innovation. Founded by NYU Stern professor of marketing Scott Galloway, L2 helps prestige brands navigate the digital marketing landscape through events, research, and advisory services. The L2 Digital IQ Index® is the global, seminal benchmark for digital performance of prestige brands and the largest and most robust study of its kind. Rankings are published annually across industries including Specialty Retail, Sportswear, Watches & Jewelry, Beauty, Travel, and Fragrance. For more information, visit:

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Daniella Crawley
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