L2 bills itself as a think tank for digital innovation, and each year the group releases the Digital IQ Index which ranks the “digital competence” of 35 leading luxury watch and jewelry brands. The newest rankings are out, and to the surprise of few, watch brands do not fare well. Find out who is gifted and who is feeble inside.
L2’s scores are based on brand performance in four areas of digital competence: effectiveness of the brand’s website (35%), digital marketing (25%), social media (25%) and mobile (15%). Within each of these categories, L2 ranks brand efforts in several areas. For example, the “Website” category includes factors such as site technology, social media integration, product display and content, and innovation and interactivity.