Watch and Jewelry Industry Still Slow to Embrace Digital

The watch and jewelry industry continues to lag behind others in its adoption of e-commerce, mobile and social media, a study released Thursday indicates.

In a survey of 100 leading watch and jewelry brands, L2, a self-described "think tank" for luxury and digital innovation, found that less than half sell online. The majority of brand websites typically offer little beyond basic brand information and product images. The majority (57%) also lack a mobile-optimized site. A fifth lack any sort of email marketing program. Investment in SEO and paid search is dismal.

Yet there are signs of improvement. While only 47% of brands have set up shop online to date, less than a third (29%…
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