Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
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15 minutes
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Brands ranked
Updated February 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
"The report was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
Every year, we release our Salience Index, a market report on a sector that tells you everything you need to know SEO-wise. This edition is all about the online jewellery and watches market, with top brands and how they are performing in various key SEO marketing metrics such as visibility, keyword opportunities and trends, social brand reach, and page speed.
Our free Jewellery and Watch SEO Report gives online brands useful insight into how their digital marketing efforts measure up to the competition; a snapshot of the market’s digital performance for the year, trends and resulting opportunities.
If you’re looking to improve your online visibility and beat out your competition, this report will provide your brand with the sparkly new gems you need to launch a successful digital strategy. Download the free Jewellery and Watches Marketing Report to find out which areas of your existing online strategy need to shine brighter. For a quick sneak peek, read on.
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The top 10 jewellery brands in the UK for 2020 are (ranked):
1. Pandora
2. H Samuel
3. Goldsmiths
4. Ernest Jones
5. Accessorize
6. Beaverbrooks
7. Tiffany
8. Claire’s
9. The Jewel Hut
10. Links of London
While percentage figures are shown, this rank shows the biggest increases in visibility.
1. Pandora (47%)
2. Tiffany (48%)
3. Glamira (470%)
4. Blue Nile (293%)
5. Claire’s (20%)
1. Ernest Jones (-33%)
2. John Greed (-75%)
3. Warren James (-63%)
4. Gemporia (-49%)
5. Swarovski (37%)
We run a different report on watches as their keyword set is quite different from the brands listed here. You can find the watch report here.
It may be that your visibility is below the threshold needed to feature in the report. If that’s the case, or you think we’ve made a grave error by missing you, let us know through our contact page.
Jewellery & Watches Industry Leaders
In our online Jewellery and Watches Market Report, we look at brands individually as well as the industry as a whole. In the past year, the sector has grown 9% YoY visibility-wise! The top 10 leading brands in the industry are:
1. pandora.net
2. oliverbonas.com
3. hsamuel.co.uk
4. ernestjones.co.uk
5. beaverbrooks.co.uk
6. warrenjames.co.uk
7. tiffany.co.uk
8. goldsmiths.co.uk
9. accessorize.com
10. watchfinder.co.uk
Jewellery & Watch Brand Visibility Wins
Within our Jewellery and Watch Industry Report, we cover the brands that have gained the most visibility within the year, called our top 5 winners, they are:
1. oliverbonas.com (30%)
2. watchfinder.co.uk (85%)
3. pandora.net (6%)
4. abbottlyon.com (87%)
5. astridandmiyu.com (76%)
Jewellery & Watch Brand Visibility Losses
Where there are wins, there must also be losses. But don’t worry—not all is lost; the gems just need to be polished a bit.
The top 5 losses in our Jewellery Market Report are:
1. watchshop.com (-78%)
2. hsamuel.co.uk (-23%)
3. monicavinader.com (-21%)
4. swarovski.com (-15%)
5. daisyjewellery.com (-32%)
Here, we can see that despite losing visibility, H. Samual is still among our top 10 industry leaders. If your brand has lost visibility this year, don’t worry. We’ve got some tips to help you.
Keywords & Trends In Jewellery & Watch Report
Want to make your SEO shine bright like a diamond? We’ve got some insights around keywords and trends that can help focus your campaign. First let’s start with keywords, those can be split into high-competition and opportunity.
High-competition keywords are those that are high in monthly search volume, but every brand is targeting them, making it harder to rank higher in the SERPs. Some examples in our online Jewellery and Watches Market Report include: ‘watch shop’ with 30,000 SV but 83 competitiveness rating, followed by ‘watches’, and ‘rings’.
Opportunity keywords are those that are also high in monthly search volume but low in competitiveness, making it easier to rank high. These tend to be more specific keywords; some in our Jewellery SEO Report are: ‘eternity ring’ with 21,000 SV and 6 competitiveness, followed by ‘gold hoop earrings’ and ‘ladies watches’.
Trends in our Watch and Jewellery Industry Report is split into emerging and receding brands and products. For now, we will just cover a snippet of emerging products, a few of those are: ‘engagement rings’, ‘mens watches’, and ‘lab created diamond band’.
For more juicy details to get your SEO shining, download our Jewellery And Watch Market Report for free.
Jewellery & Watch Social Brand Reach
Social media and brand reach are two important factors in SEO: how well you build your brand on social media and how well your brand name gets searched. Both are vital in making sure your name is in front of the user when it comes time for them to convert, influencing them before they are even in the buying journey.
In our Jewellery and Watch Industry Report, we look to who’s doing the best in the social media scene and brand reach, using an owned social scoring system. On social media and brand reach, the brand dominating all is none other than Pandora, with over 30,000,000 followers over different platforms, 1,830,000 monthly brand searches, and an owned social score of 49,352!
Being the number one industry leader, it’s clear that social media can truly make a difference. By using both image and reel content, with engaging posts of products, shoppable functions to take to their website, and highlights, Pandora builds their brand name and audience engagement.
Interested to see where your brand lands in social data or brand reach? Download our free Jewellery and Watch Report today.
Trust In The Jewellery And Watch Market
Buying anything online takes trust, especially expensive jewellery with gems and jewels or name-brand luxury watches. People want to know your service and your products are legit before spending their money on your brand. This is why trust is such an important factor for users and Google, especially since Google has now rolled out the EEAT update. Trust is vital in SEO.
One way to show that you are trustworthy is through reviews. In our Jewellery Market Report we cover the number of reviews and review scores of all the brands in the industry. The top 10 most trustworthy sites are:
1. pandora.net
2. watchfinder.co.uk
3. monicavinader.com
4. goldsmiths.co.uk
5. glamira.co.uk
6. tjc.co.uk
7. abbottlyon.com
8. gemporia.com
9. fhinds.co.uk
10. hsamuel.co.uk
The Fastest Jewellery & Watch Sites
Page speed is an important factor in SEO. Users want a fast site and a fast buying experience. If your site is too slow, you’ll lose a conversion. It's vital to optimise your site for mobile since most users are predominantly mobile users, but having good site speed for both desktop and mobile is key.
The 10 sites with the fastest page speed in our Jewellery Industry Report are:
1. swarovski.com
2. thomassabo.com
3. jomajewellery.com
4. warrenjames.co.uk
5. watches-of-switzerland.co.uk
6. fhinds.co.uk
7. tjc.co.uk
8. watch.co.uk
9. cartier.com
10. watchshop.com
Download Our Free Jewellery & Watches Report
Interested to know where your brand stacks up against your competitors in various ranking factors? Or want to learn more about this year's keywords and trends to focus on in your campaign? You can have all this information and more straight in your inbox, just download our Jewellery and Watches Market Report for free today!
If you don’t see your brand, don’t worry! Our data includes all the brands in the sector, but we’d be here all day if we included them all in our report. Just get in touch and we’d be happy to send you a personalised report with your brand in it.
If you want to chat SEO, request a free strategy audit, or just have any questions, get in touch today, we’d love to hear from you!
