l2 digital iq index - watches & jewelry 2013 (excerpt)

October 29, 2013

SCOTT GALLOWAYNYU Stern

© L2 2013 L2ThinkTank.com

Watches & Jewelry

ExCErpT from the Digital IQ Index®: Watches & Jewelry To access the full report, contact [email protected]

http://www.l2thinktank.com/research/watches-jewelry-2013

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2

October 29, 2013Digital IQ Index®:

Watches & Jewelry


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

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

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

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

America will rival growth in APAC.

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

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

While You Were SleepingObsession with the East coupled with increased pricing at home has created an opening for

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

watches and jewelry market since 2009, leveraging their licensing partnership with Fossil.6

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

segment revenue) in the United States.

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.

Firms are also registering shifts in sources of organic growth within their brand

portfolios. Barclays predicts the jewelry segment of Richemont (Cartier, Piaget, Van

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

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

reflect the shift in focus.8, 9

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

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

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

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.

W E S T WA r D

Source: Euromonitor International

Global Market for Luxury Watches & Jewelry by region2008–2013, in USD millions

APACNorth

America

Europe

Rest of World

$50,081

2008 2009 2010 2011 2012 2013

$46,344$49,911

$56,939 $59,511$62,216

3.0%CAGR

0.2%CAGR

10.5%CAGR

5.2%YoY growth

3.5%YoY growth

3.5%YoY growth


http://www.portal.euromonitor.com/portal/default.aspx

http://www.thelocal.ch/20130719/chinese-tourists-drive-swiss-watch-sales

http://www.ft.com/cms/s/0/871e4adc-b3dc-11e2-ace9-00144feabdc0.html#axzz2i07Ij4nX

http://ezproxy.library.nyu.edu:2442/Portal/Pages/Search/SearchResultsList.aspx

http://in.reuters.com/article/2013/04/02/us-luxury-europe-idINBRE9310I320130402

http://online.wsj.com/news/articles/SB10001424127887323893004579054983028031804

http://journal.hautehorlogerie.org/en/article/jewellery-sales-set-to-sparkle/

http://www.forbes.com/sites/anthonydemarco/2013/03/26/swatch-group-completes-1-billion-harry-winston-acquisition/

http://www.wwd.com/business-news/mergers-acquisitions/kering-acquires-pomellato-6906980

http://www.informationweek.com/hardware/handheld/8-wearable-tech-devices-to-watch/240161486

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Watches & Jewelry



Tipping point2013 has proven a tipping point for Watches and Jewelry brands in digital. For the first time, more

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

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

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

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

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

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

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

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

our methodology and findings.

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

Luxury Watches & JewelryUnited States: Market Share by Company

2013

Luxury Watches & JewelryEurope: Market Share by Company

2013

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

25.5%

48.6%

12.3%

4.0%2.8%

2.1%

1.7%1.0%0.9%0.7%0.4%

Tiffany & Co.

OthersRalph LaurenGraffMichael KorsHarry Winston

RichemontLVMHRolexKering (PPR)Swatch Group

$14.40B

Top 10: 51.4%

12.4%

11.7%

6.2%

5.3%

4.2%

46.7%

2.3%

2.4%

2.6%

3.1%3.1%

Richemont

OthersPomellatoGraffTiffany & Co.Wellendorff

LVMHKering (PPR)RolexSwatch GroupChopard

$14.70B

Top 10: 53.3%

Social Media

47%

19%

57%

37%

24%

5%11%

0%Gray Market Counterfeit Goods Other

SCOTT GALLOWAYProfessor of Marketing, NYU Stern Founder, [email protected]

Source: Deloitte. n=53 executives



2012 2013


http://www.deloitte.com/assets/Dcom-Switzerland/Local Assets/Documents/EN/Survey/Watch/2013/ch_en_watch_industry_study_sep_2013.pdf

mailto:scott%40stern.nyu.edu?subject=L2%20Digital%20IQ%20Index%3A%20Watches%20and%20Jewelry%202013

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Watches & Jewelry



About the Ranking

Digital IQ Classes

Genius 140+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.

Gifted 110–139Brands are experimenting and innovating across site, mobile, and social platforms. Digital presence is consistent with brand image and larger marketing efforts.

Average 90–109Digital presence is functional yet predictable. Efforts are often siloed across platforms.

Challenged 70–89Limited or inconsistent adoption of mobile and social media platforms. Sites lack inspiration and utility.

Feeble <70Investment does not match opportunity.

The Methodology

25% Digital MarketingSearch, Display, and Email Marketing Efforts Search: Traffic, Web Authority, SEO/SEM

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

40% Site

20% Mobile

15% Social Media

Effectiveness of Brand Site Technology Search & Navigation Customer Service & Store Locator product pages E-Commerce & Checkout Alternative path to purchase / Concierge Services Account & personalization

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

Tablet Experience: Compatibility, Responsiveness, UI/UX Optimization

Mobile Applications (iphone, ipad, Android): Availability, Popularity, Functionality

Mobile Search: SEO/SEM, Localization

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

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

Twitter: Followers, Annual Growth, Frequency, Online Voice

Instagram: Presence, Community Size, Engagement

Emerging platforms: Pinterest, Google+, Tumblr


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Watches & Jewelry



Digital IQ Ranking

RAnk BRAnD DIGITAL IQ

11 130

12 126

13 125

14 124

15 123

15 123

17 117


4 139

4 139

6 137

7 136

8 133

8 133

10 132

Tiffany & Co.Swarovski

CartierFossil

Jaeger-LeCoultreTissot

ChopardDavid Yurman

PiagetVan Cleef & Arpels

MontblancAlex and Ani

LonginesTourneau

Iwc SchaffhausenNixon

Hearts On FirePandora

De BeersHublot

OmegaTag Heuer

Baume et MercierGeorg Jensen

RolexVictorinox

MovadoBulgari

Bell & RossChaumet

Raymond WeilCitizen

Vacheron ConstantinIppolita

MikimotoShinola

BreitlingOfficine Panerai

BirksVestal

Audemars PiguetMaurice Lacroix

Harry WinstonRado

BoucheronEbel

PomellatoBulova

HamiltonOris

Patek PhilippeFrederique Constant

Jaquet DrozTudor

FabergéGirard-Perregaux

GraffRoger Dubuis

ZenithBreguet

A. Lange & SöhneShamballa Jewels

JeanrichardH.Stern

Franck MullerFRED

BlancpainCorum

Richard MilleBall Watch

De GrisogonoGlashütte Original

CertinaUlysse Nardin

QeelinMarco Bicego

MidoMilus

BuccellatiLéon Hatot

Genius, Gifted

Tourneau

The Swatch Group The Swatch Group

Richemont Nixon

Richemont Alex and Ani

Fossil Group Richemont

David Yurman Enterprises Richemont

Chopard

Richemont Hearts On Fire Company

Gifted


1 147

2 146

3 140

Richemont

Swarovski

Tiffany & Co.

Genius


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Watches & Jewelry



Digital IQ Ranking


23 109

23 109

27 108

28 106

29 105

29 105

29 105

LVMH

Movado Group

LVMH

Victornox

Rolex Holdings

Bell & Ross

Raymond Weil


CartierFossil


ChopardDavid Yurman



LonginesTourneau

IWC SchaffhausenNixon


De BeersHublot

OmegaTag Heuer


RolexVictorinox

MovadoBulgari

Bell & RossChaumet

Raymond WeilCitizen


MikimotoShinola


BirksVestal


Harry WinstonRado

BoucheronEbel

PomellatoBulova

HamiltonOris


Jaquet DrozTudor


GraffRoger Dubuis

ZenithBreguet


JeanrichardH.Stern

Franck MullerFRED

BlancpainCorum




QeelinMarco Bicego

MidoMilus



32 103

33 102

34 99

35 98

35 98

37 95

38 94

Ippolita

Breitling

Richemont

Citizen Holdings Co.

Shinola

K. Mikimoto & Co.

Richemont


17 117

19 113

19 113

21 111

21 111

23 109

23 109

LVMH

Richemont

LVMH

Pandora

LVMH

The Swatch Group

Investcorp

Average

Gifted, Average


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Watches & Jewelry



Digital IQ RankingTiffany & Co.

SwarovskiCartierFossil


ChopardDavid Yurman



LonginesTourneau



De BeersHublot

OMEGATAG Heuer


RolexVictorinox

MovadoBulgari

Bell & RossChaumet

Raymond WeilCitizen


MikimotoShinola


BirksVestal


Harry WinstonRado

BoucheronEbel

PomellatoBulova

HamiltonOris


Jaquet DrozTudor


GraffRoger Dubuis

ZenithBreguet


JeanrichardH.Stern

Franck MullerFRED

BlancpainCorum




QeelinMarco Bicego

MidoMilus



46 82

47 80

48 79

48 79

50 78

51 77

52 76

Citizen Holdings Co.

Patek Philippe & Co.

Kering

Movado Group

Oris

The Swatch Group

Frederique Constant


53 74

54 73

55 72

56 70

56 70

58 68

58 68

Kering

Gemfields

Richemont

Rolex Holdings

The Swatch Group

Graff Diamonds

LVMH

Feeble


39 91

39 91

41 90

42 89

43 87

44 85

45 84

Maurice Lacroix

Audemars Piguet

The Swatch Group

Vestal International

Birks Group

The Swatch Group

Kering

Challenged

Average, Challenged, Feeble


8


Watches & Jewelry



Digital IQ RankingFeeble


CartierFossil


ChopardDavid Yurman



LonginesTourneau



De BeersHublot

OMEGATAG Heuer


RolexVictorinox

MovadoBulgari

Bell & RossChaumet

Raymond WeilCitizen


MikimotoShinola


BirksVestal


Harry WinstonRado

BoucheronEbel

PomellatoBulova

HamiltonOris


Jaquet DrozTudor


GraffRoger Dubuis

ZenithBreguet


JeanrichardH.Stern

Franck MullerFRED

BlancpainCorum




QeelinMarco Bicego

MidoMilus



67 56

68 54

68 54

70 52

71 51

71 51

73 49

BALL Watch Company

Richard Mille

The Swatch Group

China Haidian Holdings

The Swatch Group

De Grisogono

The Swatch Group


74 48

75 45

76 41

77 38

77 38

79 36

80 20

Marco Bicego

Buccellati Holding Italia

Kering

Ulysse Nardin

Milus International

The Swatch Group

The Swatch Group


60 67

61 66

62 64

63 63

64 59

65 57

65 57

Shamballa Jewels

Groupe Franck Muller Watchland

Richemont

The Swatch Group

H.Stern Comércio e Indústria

Kering

LVMH


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Watches & Jewelry



Key Findings Siteproduct pages & Concierge HandoffOnline shoppers are 64 percent more likely to make a

purchase after watching a video of a product.12 Pictures

of products in multiple colors, finishes, or configurations

can triple online sales—and 360-degree views increase

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

percent of consumers report detailed images as an

important factor in making a purchase decision.14

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,

and less than a fifth have tools to compare between two or

more competing options.

Where product pages do succeed, customers are often left

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

of these handoffs fail to incorporate dedicated phone support,

call-back options, or appointment booking.

While concierge services provide a viable alternative to

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

compensating for an acknowledged deficit.

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.

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

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

Boucheron offers 360-degree views in the

product page for some of the more detailed goods

in its collection.

Zoom/EnlargeProduct Details

51%

33%

26%

16% 15% 13%

6%

Multiple Anglesof Product

InteractiveImages

Informationon Authenticity

Side-by-SideComparison

ManipulateObject (360° View)

E-MagazineArticles

Contact Us fromProduct Page

25%

18%

9% 8% 6% 6%

Email Conciergeor Service Rep

ArrangeAppointment

RequestCall-Back

Call to Purchase Item Referencedin Exchange

Watches & Jewelry: product pages and Image AssetsSeptember 2013, n=80

Watches & Jewelry: Alternative path to purchaseSeptember 2013, n=80


http://www.videobrewery.com/blog/18-video-marketing-statistics

http://econsultancy.com/us/blog/6834-why-etailers-need-product-videos

http://www.contentping.com/rich-media/product-images-the-power-and-the-glory-to-convert/

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Watches & Jewelry



Key Findings Digital MarketingEmailA recent survey suggests email is the channel U.S. and U.K.

consumers most prefer for initial introduction to a product

(37 percent of respondents)—double the response rate for

“social media/blogs.”15

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

newsletter, just over half sent a marketing message (beyond

an automated welcome note) within a six-week window of

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

emails result in open rates 61 percent higher and click

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

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

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.

Watches & Jewelry: Email MarketingSeptember 2013

Promote Email Marketing

Via NewsletterOpt-in

Easy Sign-Up (One Field Required)

Ability to Customize Newsletter

SecurityConfirmation

Required

73% 59%

23%14% 9%

Welcome Note Sent

Fossil Swarovski Ippolita Alex and Ani David Yurman

First Correspondence Within 30 Days

ContentPersonalized

Abandoned Cart Trigger

ResponsiveDesign

78%55%

40%

9%3%Follow-Up

n=58

Frequency(weekly)

Top 5

Opt-inn=80

2.42 1.98 1.981.40 1.37

pandora is one of only two brands

experimenting with responsive

design emails.

Examples of abandoned cart notification emails

are rare across the Index.


http://landing.lyris.com/mind-the-digital-marketing-gap-executive-summary-US?source=70170000000iGI7

http://www.epsilon.com/news-and-events/press-releases/2013/q1-2013-north-america-email-trend-results-open-rates-continue-ri

http://www.epsilon.com/news-and-events/press-releases/2013/q1-2013-north-america-email-trend-results-open-rates-continue-ri

http://www.exacttarget.com/blog/email-open-rate-on-mobile-devices-tops-48-v2/

http://econsultancy.com/us/blog/63427-responsive-email-design-10-great-examples

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Watches & Jewelry



Key Findings Social MediaSocial StatsA recent survey of Swiss watchmakers found that 88

percent of industry executives view social media as

“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,

YouTube, and Twitter has become virtually ubiquitous, and

adoption of emerging platforms—specifically Pinterest and

Instagram—continues to grow. In the battle between these

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

audience and engagement.

While Swarovski’s 1.6 million followers on Pinterest inflate

the average community size on that platform, the median

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

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

Instagram also demonstrates eight times the engagement

rates registered on Pinterest.

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

Watches & Jewelry: Social Media Adoptionpercentage of Brands with Official presence by platform

2010–2013

Comparative Metrics by platform2012–2013

358,479+88%0.25%

21,103+147%0.09%

28,620+402%2.32%

29,695+1,116%0.29%

SizeGrowth

Engagement

61,472+33%0.14%

Ave

rag

e E

ngag

emen

t R

ate

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

0% 400% 800% 1200%

Average Annual Growth

2010, n=29 2011, n=35 2012, n=47 2013, n=80

79%

89%96%96%

45%

74%

93%85%

41%

71%

89%85%

74%

53%

71%

43%

53%45%

Facebook YouTube Pinterest Instagram Google+Twitter Tumblr

17%

N/AN/AN/AN/AN/AN/A N/AN/A

14%

Average Community Size


http://www.deloitte.com/assets/Dcom-Switzerland/Local Assets/Documents/EN/Survey/Watch/2013/ch_en_watch_industry_study_sep_2013.pdf

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Watches & Jewelry



Key Findings MobileTablet ExperienceIn 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

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

Adobe Flash components), and 10 percent demonstrate

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).

20. “Tablets trumpt smartphones in global website traffic,” Tyler White, Adobe Digital Marketing Blog, March 6, 2013.21. “Ecommerce Quarterly: EQ1 2013,” Monetate, 2013.

Site Configuration on TabletsSeptember 2013, n=80

Tablet Experience: Features and FunctionalitySeptember 2013, n=80

41%

30%26%

16%

5%

Touch & SwipeSupport

Swipe-able Product Galleries

Optimized Dropdown Menus

Optimized for Both Landscape& Portrail Mode

Galleries Adapt toOrientation Change

(Fluid Grid)

Desktop Experience

SmartphoneExperienceTablet

Experience

94%

5%

1%

Tissot’s product gallery reformats when the device

orientation changes.

Breitling has users swipe through the different models of a collection to see details.


http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/

http://assets.monetate.com/eq/EQ1_2013_final.pdf

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Watches & Jewelry



Table of Contents

Click to jump to:

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Methodology

Digital IQ rankings6 Genius 7 Gifted8 Average9 Challenged

10 Feeble

Key Findings13 Biggest Winners and Losers14 Distribution15 Enterprise

Site16 E-Commerce17 Europe18 Product Pages & Concierge Handoff

Digital Marketing19 Email20 Search

Social Media21 Social Stats22 Facebook23 YouTube24 Top 10 Communities by Platform

Mobile26 Smartphone Experience27 Tablet Experience28 App Experience

Flash of Genius29 Piaget: Phased Investment Shifts to Mobile

30 Longines: Fan Acquisition: Trot-Gallop

31 Rolex: “Daytona Experience”

32 Jaeger-LeCoultre: “Reinvent Yourself”

33 Chopard: My Happy Sport: Personalization

34 Tiffany & Co.: Ziegfeld Collection & The Great Gatsby

35 Index Leaders: Who Won Christmas?

37 Fossil: Reaping Rewards from Replatforming

L2 Team

About L2

13 29

38

39

5

6


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Watches & Jewelry



About L2 ?

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.

ReseARch

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

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

strengths

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Advisory work includes Digital Roadmaps, Social Media Strategy, and Organizational Strategy engagements.

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