Through analysing the number of monthly searches for each brand and calculating an owned social score which combines the number of followers and engagement rate across major social platforms for each brand, the report unveils the most prominent online jewellery and watch brands in the sector.
| Rank | Brand | Brand searches per month | Owned social score |
| 1 | Pandora | 1,830,000 | 46,122 |
| 2 | Swarovski | 301,000 | 27,821 |
| 3 | Tiffany&Co | 135,000 | 38,550 |
| 4 | G-SHOCK | 165,000 | 22,161 |
| 5 | Cartier | 110,000 | 25,098 |
The findings reveal Pandora tops as the most prominent brand in the sector. With over 1.8 million brand searches per month and an owned social score of 46,122, Pandora is the market leader when it comes to brand awareness within the online jewellery and watches sector.
Swarovski follows as the second most prominent brand in the sector with 301,000 brand searches per month and an owned social score of 27,821 – thanks to their 18 million social media followers.
Regarding organic visibility, there has been a 23% increase in overall organic growth within the industry, demonstrating a growing demand for online jewellery and watch brands.
Online brand visibility
The online visibility of brands is ranked depending on the achievement score of their growth, and based on the level of impact a decline may bring to a brand.
| Rank | Brands with the biggest growth in visibility YoY | Brands with the biggest decline in visibility YoY |
| 1 | Pandora | H.Samuel |
| 2 | Warren James | Claire’s |
| 3 | The Beaverbrooks Club | Blue Nile |
| 4 | Watchshop | Missoma |
| 5 | Tiffany&Co | Joshua James |
Pandora also leads brand visibility as it sees the biggest growth in online visibility, with a 22% increase.
Brands including Warren James, The Beaverbrooks Club, and Watchshop have also made it into the top 5, with these increases in visibility highlighting a successful strategy and that the demand for jewellery and watches remains prevalent.
In contrast, H.Samuel sees the biggest drop in organic visibility, with a 4% decrease Year on Year.
High-street classic Claire’s follows a similar fate, as it records an 11% drop.
Brett Janes, managing director at Salience Search Marketing, said: “This increase in demand within the industry indicates a successful strategy, with this period crucial for brands to continue amplifyng their online presence to gain prominence in the year ahead.
“It’s a shame to see high street retailers including H.Samuel and Claire’s facing a decline, however, brands who have seen a drop in searches will need to look at Pandora for inspiration, as the jeweller trumps both as the most prominent brand and in visibility.
“Overall, building a strong following and online presence across multiple channels becomes vital in driving sales and capitalising on the expanding market demand.”
