10 minutesReading time
Updated May 2018
This is our annual Watch E-commerce Market Performance Report, 2018.
Industry leaders can use this report to learn more about their industry and where they fit in among their fellow retailers in the digital landscape.
Sites are analysed and ranked based on year on year performance in nine key areas such as SEO Visibility, Link Authority and Brand Reach. We give qualitative scores in each metric individually, so if you come out on top in one it doesn’t mean you’ll be the best in the rest. This enables you to see where your strengths and weaknesses lie.
We’ve included the top 50 retailers in our report to give a topline view of the Watch E-Commerce market. However, we have sourced data from the entire sector. If you want to know where you fit in but aren’t featured in the report, get in touch and we’ll send you your data.
In the report, you’ll find data that we’ve collated across the top performers in the market. In this post, we’ve narrowed that down again to discuss the best performing brands and the reasons they’ve reached the top spots.
Use the report alongside this post for the best picture of the Watch E-commerce market.
For e-commerce sites, organic visibility is of the utmost importance. Improving this year on year can have an extremely positive impact on other site metrics like conversions, traffic and sales.
Overall, it’s been a fantastic year for the Watch E-commerce sector.
Watchshop remains the market leader for visibility, despite theirs dropping 22%.
The Watch Hut has had a fantastic year, keeping their 2nd place position and gaining 14% on their visibility.
Watches of Switzerland is the biggest winner in the top 5, moving from 5th to 3rd place after gaining 87% visibility YOY.
Making up the top 5 are Watch Finder and Jura Watches who have both lost 9% visibility.
Elsewhere in the top 10, there have been big wins for Bucherer who has gained 61% while Guess Watches has stormed into 10th place with a 52% visibility increase.
There have also been gains for First Class Watches (14%), Fossil (22%) and Tag Heuer (5%).
You’ll find the full list of top competition and opportunity keywords in the report. Use it to read through this section.
Congratulations to Watchshop who is ranking within the top three for most of the high competition keywords.
They are also ranking in position 1 for ‘watch sale’ and ‘cheap watches’ – a word retailers sometimes steer clear of for fear of looking low grade.
If people are searching for ‘cheap’ use it to your advantage.
First Class Watches is also ranking on page 1 for this term, so well done to them.
According to a study by Merkle, shopping ads now account for 60% of clicks on Google and product listing ad impressions increased by 47% last year.
In this sector, it looks as though jewellers and fashion retailers are already wise of this, especially Chisholm Hunter who has taken every PLA spot for ‘mens watches’ and ‘ladies watches’.
The best way of attracting high-quality links is with a strong content marketing campaign. Since links are still a primary ranking factor for Google, this is important for SEO.
Swatch is topping the social chart with the second highest number of links of high quality.
Most of their links are going to products and various home pages on their sites from around the world.
However, they do have content on their UK site which is gaining links.
One article about Swatch and artist Stefano Ogliari Badessi even gained a link from Guggenheim.
The downside is that they do not have one central hub for news and content – instead they have an Explore category which is split into multiple sections.
This makes the content quite hard to pin down.
Tag Heuer has the highest number of links of good quality.
Like swatch, they are an international company and a luxury brand, so it’s no surprise that most of their links are going to products and home pages.
However, they also have pages on their partnerships with other big companies that tend to gain links.
Their Manchester United page is rich in information, has related news posts, videos, social posts and shoppable content.
This kind of page is fantastic as it provides all the information a user might want about that specific thing in one place.
Like jewellery, this market thrives on visuals so is perfect for social media. Social platforms are the ideal place to expand your audience.
Tag Heuer is topping the social charts with an impressive number of brand searches and high owned social score.
Their Facebook feed mostly consists of shoppable product posts and videos as well as congratulatory posts for various sports that they sponsor.
One thing they certainly have on their side is celebrity influencer endorsements from sportspeople, models and actors.
Having influencers tagged in your posts opens their audience to your brand and brings in some potential new customers.
Swatch is in 2nd place with the highest owned social score by a mile.
This is likely due to the fact that they are an international retailer.
They post regular updates of products and images from their latest campaigns, but overall, they could improve their social media feeds by varying the content between them and introducing more posts that engage an audience.
We loved Daniel Wellington’s Instagram feed as every day they post a user’s photo with the hashtag #DWPickoftheDay and #DanielWellington.
Using submitted images is a fantastic way to get content for your social media feeds while showing the love for your product and pleasing the customers at the same time.
They could improve this further by adding shoppable hotspots to the products.
Get in touch for further information about our Watch E-commerce report or download the full report below.