Tiffany & Co. has reclaimed its position this year as the leader of an index published by business intelligence firm L2 Inc, maintaining a 14-point lead over runner-up Cartier "based partly on its unparalleled SEO performance on competitive category keywords like 'engagement ring.' The brand also distinguished itself on social media with campaigns like 'Will You?' and 'Concierge of Love' – an interactive Valentine’s Day campaign pairing social media programming with an interactive gift guide on the brand site. Its 'New York Minute' video, which introduced the CT60 watch collection, drew over three million views on YouTube. In addition to second-placed Cartier, other leading brands in the top 10 places were David Yurman, Pandora, Chopard and Van Cleef & Arpels. The 2015 Digital IQ Index: Watches & Jewelry benchmarks the digital performance of 66 Watch & Jewelry brands in the U.S. market.
"After five years of unprecedented growth, a cloud of uncertainty has appeared over the Watches & Jewelry industry," L2 Inc wrote. "As industry executives turn to digital channels in search of elusive growth, they face a stark reality: brand equity that took decades (if not centuries) to build does not transfer proportionately online."