WorldWatchReport™ Benchmark: Do Luxury Watch Brands Make Smart Investments Online?


Dino Auciello | October 16, 2018

The first insights from this year’s WorldWatchReport™ Benchmark indicate that luxury watch brands have invested substantially in digital advertising channels, however the best opportunities may be elsewhere.

Is my digital advertising strategy well-balanced compared to the rest of the luxury watch industry? Where are my growth opportunities? Do my competitors have higher or lower traffic quality?

These are some of the questions that the WorldWatchReport™ Benchmark offers insights into. From global trends to investments in advertising, in this age of digital marketing, there is no such thing as a one-fits-all strategy and success is all about carefully-crafted methodology.  

Maximising digital ROI 

Produced by DLG (Digital Luxury Group)*, an international digital marketing and communications agency for luxury brands, the WWR analyses the online performance of luxury watch brands exploring topics ranging from the role of a brand's website and the impact of social media on drive-to-store, to the importance of balancing owned and earned media.

“The WWR Benchmark is a unique report providing comparison points on all major web analytics indicators for the luxury watch industry. It helps brands better position their investments to maximise their digital ROI," explains Yoann Chapel, Head of Client Services at DLG. 

Data-Driven Impact

This year’s panel includes more than 15 brands among the 62 eligible on the market and includes 135 million sessions that have been analysed for their 2017 performance. 

DLG analyses data-driven statistics to decipher the most compelling and impactful statistics ranging from traffic growth to advertising to product pages.

Paid and owned channels  

The first insights released are focused on luxury watch brands' online investments. In 2017, traffic to luxury watch websites mostly came from owned and earned channels, but more and more from paid channels too.

Key trends of 2017 include watch website traffic growth and stabilisation, a growing dependence on advertising, and optimised advertising activity targeted toward specific pages. 

“The major opportunities uncovered by the report are linked to the traffic acquisition mix. Search Engine Optimization (SEO) remains the key traffic driver and should be considered a priority, while there is still a lot of room to optimise the paid media mix," Chapel adds.

To access the WorldWatchReport Benchmark's Insights 1, download the full report via the link below. And stay tuned for more insights to follow soon. 

WorldWatchReport Benchmark 2018 - Insights 1

*Luxury Society is the editorial division of DLG (Digital Luxury Group)

Data | Watches