Swarovski and Tiffany and Co. were the top jewelry brands in the
recently published L2
Digital IQ Index: Luxury.
The index measured and ranked the digital performance of 72
luxury brands across four areas: effectiveness of a brand’s site, digital
marketing, social media and mobile marketing.
The index ranked the Swarovski and Tiffany and Co. in the overall top ten,
considering both to be “gifted.” The study credited Swarovski with being at the top of the watch and jewelry category and suggested the company would earn “genius” status if it created a mobile site or application. Tiffany and Co. was praised for threading the needle between commerce and brand building.
Retailers Tag Hauer, Longines and Hublot were ranked as
“gifted.”
Montblanc, Bulgari, Omega, Jaeger-Lecoultre, Piaget, Van
Cleef & Arpels and David Yurman were considered “average.”
Cartier, Raymond Weil, Rolex, Movado, Audemars Piguet, Harry
Winston, IWC and Faberge were ranked as “challenged.”
De Beers, Chopard, Vacheron Constantin, Baccarat, Patek
Phillippe, Franck Muller, Graff, Bulova and Buccellati were considered
“feeble”.
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