UK Jewellery and Watch Brands - Digital Marketing Benchmark Report, Q4 2023

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The Q4 2023 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 Q4 2023 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, Berry’s, Goldsmiths, F Hinds, Boodles, and Warren James.

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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 Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call. Digital Benchmark Report - Jewellery & Watches - Q4 Oct 23 - Cover


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; Jewellery & Watches W&L Oct23

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.

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 last report, we noted that T H Baker was delivering the highest volume of technical faults, with 1,201 4xx errors. In Q4, T H Baker has significantly reduced this to only 9 4xx errors.

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.

Most jewellery and watch brands are securing similar scores, with ten brands ranging between 36 and 20. Just as in our last two reports, Fraser Hart is lagging behind their competitors, securing a score of only 2. Though we are seeing falls in mobile page speed scores across all sectors we specialise in, this remains a useful comparison metric between competitors. Fraser Hart must ensure its site is fast and provided an excellent user experience.

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. DAs remained at similar levels to our previous reports, with scores ranging from 67 (from Bucherer) to 42 (for Fraser Hart)

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.

In our last report, only Boodles had seen any increase in organic traffic compared to 2022. In Q4, Boodles has failed to maintain this increase, now seeing a 14% fall in traffic. The biggest increase is now being achieved by Bucherer, which has secured a 57% increase year on year.

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.

'Reviews' remained one of the the highest used Universal Search features in terms of volume, with T H Baker retaining its top position with 26,300 results. 'Image' results are the most widely-appeared for Universal Search result overall, with all twelve jewellery and watch brands securing results here.

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.

Bucherer has secured improvements in its longtail keyword rankings, securing 78 top-three positions (an increase from Q2's 62). Bucherer has also significantly grown their longtail keyword ranking volumes overall, jumping from 356 in Q2, to 5,390 in Q4, with 1,182 of these rankings being achieved within the top 20 positions.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, 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.

Below, we can see examples of Beaverbrooks' Facebook ads. Beaverbrooks has used carousels to highlight key products, an ad type that is engaging and likely to drive high levels of CTRs to the site.

Beaverbrooks Facebook Ads October 2023

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!

Meta is the preferred platform for all but one jewellery and watch brand. T H Baker is the only brand looking primarily towards Pinterest for social media sharing, a smart move due to Pinterest's comparatively affluent user base and shoppability features. Looking at audience volumes on Meta's platforms, Warren James has the largest audience on Facebook, with 637,400 Facebook likes, while Bucherer has the most Instagram followers, with 149,500.

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 last report, we noted that Ernest Jones was delivering the most alerts of all jewellery and watch brands, with 589 accessibility alerts. Ernest Jones is now flagging for zero errors, alerts, or contrast errors, showing a sincere and concerted approach to improving site usability and accessibility.


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 Mike Movassaghi.

Photo by Amin Hasani on Unsplash

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