By January 2012, Chow Tai Fook had a multi-channel e-commerce strategy in place; a loyalty programme across online, offline and mobile; and an m-commerce site and apps for smartphone and tablet.
No wonder it takes home first place in the L2 Digital IQ Index’s Watches and Supplement China ranking.
Closely following the local jeweller is Cartier, whose online short films were popular in both Hong Kong and China; and Swarovski, which has repeatedly shown off strong social, mobile and digital campaigns, despite a lack of an e-commerce platform.
L2 Digital IQ Index’s Watches and Supplement China looks at brands’ activity throughout their online sites, social media platforms, mobile apps and digital marketing strategies. It then ranks them into five categories depending on their scores, or IQ.
Surprisingly, nearly two-thirds of the watches and jewllery brands were ranked poorly, even the likes of mega-sized groups like Richemont and LVMH Watches and Jewellery, which has an IQ that lags its fashion and beauty department by 57%.
Despite the lethargic growth, Van Cleef & Arpels deserved some praise for its annual jump of 49% with the launch of a localised microsite and aggressive digital experimentation on third-party bulletin board system.
On the other end of the seesaw is Hublot, who fell 38% this year after failing to create noise in the mainland despite collaborations with popular bloggers and sports stars.
On average, watch and jewellery brands maintain 2.4 social platforms, with 59% of labels present on Sina Weibo and Youku; 68% of brands, meanwhile, have an iOS app, and only 32% have Android programmes despite that the green robot is controlling almost the entire smartphone market in the mainland.
Patek Philippe and Vacheron Constantin are the only brands with no social presence.