By JCK Staff
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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