The Q2 2025 benchmarking report for UK jewellery and watch brands has just been published. Learn how the top 12 UK jewellery and watch brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK jewellery and watch brands has just been published. It covers the largest 12 national jewellery and watch brands, including  Watches of Switzerland, Fraser Hart, T H Baker, Ernest Jones, Beaverbrooks, H Samuel, Bucherer, Goldsmiths, F Hinds, Warren James, House of Watches, and Jura Watches. 

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other jewellery and watch brands to win brand exposure, drive online views, and generate purchases. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 12 jewellery and watch brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's top and poorest-performing jewellery and watch brands, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK jewellery and watch brands was £8,935, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £4 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both House of Watches and Ernest Jones reported the lowest monthly cost-per-click (CPC) at £1, and T H Baker has the highest at £12.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, House of Watches has the lowest estimate monthly ad spend at £586, and Goldsmiths has the highest at £295,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. E-commerce websites managing large volumes of ever-changing stock are often at risk to high volumes of 4xx errors, so jewellery and watch brands will need to ensure they maintain a firm process of adding redirects and removing dead links when stock is taken down.

In our previous audit, Bucherer flagged 547 404 errors. This quarter, Bucherer remains the brand to watch, and they’ve increased their 404 errors to 1,152. This brand should conduct regular checks of their site links to assess which links are broken.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. Jewellery and watch brands will want to ensure users are getting a luxury experience at every touchpoint, something a quick, well-performing site will convey.

In our previous report, Fraser Hart received the slowest mobile site speed score (7). This quarter, Fraser Hart has increased their mobile site speed to 30, no longer making them the brand to watch. The mobile site speed for this quarter ranged between 62 and 22, with H Samuel receiving the lowest score. This brand should assess any technical errors on mobile, such as incorrect redirects, broken elements, font size issues, etc.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Jewellery and watch brands can engage with a digital PR specialist to identify link building opportunities among fashion, lifestyle, and luxury bloggers and publications.

A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA this quarter ranged between 68 and 44, with Warren James reporting the lowest DA score. This UK jewellery and watch brand should ensure they’re uploading link-worthy content to help increase the quantity and quality of their backlinks, as this will have a positive impact on their DA score.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Jewellery and watch brands are likely seeing the impact of changing consumer habits, as we're finding fewer consumers are indulging in treats or expendable items.

Six UK jewellery and watch brands reported a decrease in organic traffic on desktop, while 6 brands reported a decrease on mobile. Jura Watches reported the biggest loss on desktop (-56%), and Bucherer saw the biggest loss on mobile (-61%).

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. 'Image pack' and 'reviews' results are great options for jewellery and watch brands, who can showcase their products and generate consumer trust directly from the SERP.

H Samuel secured the most Universal Search appearances overall (38,508), with the majority of these results coming from ‘images’ (35,600). In fact, all brands secured the majority of their appearances from ‘images’.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Jewellery and watch brands will want to ensure they are ranking well for high-purchase intent phrases, which may include details of watch or ring size, colour, gems, or price.

H Samuel has now secured the top spot for the most longtail keyword appearances for position 3 (8,944) and positions 4–10 (24,315). On the other hand, Bucherer has received the fewest appearances for position 3 (40) and positions 4–10 (190). This brand should ensure they’re following a keyword strategy and using these phrases throughout their website to expand their online reach.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For UK jewellery and watch brands, Facebook ads are an opportunity to reach more customers and share updates to their facilities.

We’ve included screenshots of F Hinds’ sponsored Facebook posts. This UK jewellery and watch brand should consider adding versatility to their imagery so each visual appears unique.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Jewellery brands can turn to beautiful product images as an easy way to create shareable content, but can also consider infographics or information about ring sizes, types of gem settings, or watch features, among any other piece of information users might want to know about jewellery and watches!

Warren James has the most Facebook Likes (637,200), and Bucherer has the most Instagram followers (637,200). However, H Samuel received the highest total engagement rate (10,913) — a metric all brands should regularly monitor.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Jewellery and watch brands will want to ensure all visitors get a luxury experience with their brand, regardless of ability.

 In our previous audit, F Hinds received 674 accessibility alerts. This quarter, F Hinds continues to report 674 alerts. Continuing to report these alerts can impact the users’ experience, as those with colour vision deficiencies and/or using a screen reader might feel restricted, which can lead to increased bounce rates. 

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.