10 minutes Reading time
20 pages Length
Updated May 2019
Who will watch the watchmen (and women)? This is the 2019 edition of our annual watch market report for the UK.
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 market. This includes brick & mortar store luxury watch brands, online-only watch eCommerce sites and everything in between. If you want to know where you fit in but aren’t featured in the report, get in touch and we’ll send you the 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 industry.
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.
This year has not been as successful as last year for watch retailers in terms of organic visibility.
Watchshop still remains the market leader despite a 1% drop in visibility.
The Watch Hut also maintained their 2nd place spot even after a 6% decrease in visibility.
Watchfinder has moved into 3rd place although they did lose 16% of their visibility.
Watches of Switzerland has stagnated year on year, putting them in 4th place.
Making up the top 5 is Fossil who were the biggest winners in the top ten in terms of visibility with a 38% increase.
The rest of the top ten has not seen any real winners:
We’ll discuss the reasons why this sector may have been hit so hard in the rest of this post. Or read more on how to diagnose your ranking drops.
You’ll find the full list of top competition and opportunity keywords in the report. Use it to read through this section.
There are a lot of different kinds of retailers competing in this space including fashion, department stores and jewellery retailers as well as watch specialists.
Congrats to WatchShop who is ranking in position 1 for the highest competition keyword ‘gold watch’.
In fact, they are ranking in position 1 for lots of the high competition keywords including ‘ladies silver watches’, ‘digital watches for men’, ‘black watches for women’, ‘waterproof watches for men’ and ‘female watches’.
Well done to Tissot who is ranking within the top three for the term ‘couples watches’ with their Couple Watches page.
Not many of our other retailers are making the most of this term so it’s a nice win with a decent search volume.
There are quite a few featured snippets appearing within the SERPs for the top opportunity keywords.
However, it looks to be popular magazine and jewellery retailers who are ranking here.
An article by WP Diamonds has a featured snippet for the term ‘best watch brands’.
This has likely been pulled out by Google as it has an ordered list near the top of the article and then talks about each brand in more detail.
Creating your own version of this article highlighting what you think are the best watch brands could just land you the snippet instead.
Or, do some research and find out where else the featured snippet opportunities lie.
Here’s why we think featured snippets are so important.
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. If you struggle to get to the top of the page organically, paid search can be the best way to put yourself at the top of the page.
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.
This is also effectively used on their Instagram account. However, they could increase engagement further by utilising their hashtags and reposting customer images.
Daniel Wellington is next in the list.
We loved their Instagram feed as every day they post a user’s photo with the hashtag #DWPickoftheDay and #DanielWellington.
Their Facebook feed is also a nice mix of product promotions, new releases and customer images.
They also post videos which get good engagement from viewers.
We love the visuals we’ve seen from watch brands on social, but there are other ways that everyone can increase engagements on social media to broaden your brand reach.
Page Speed has emerged as a crucial factor to impact SEO, as the longer your page takes to load, the less likely a customer is to stay on that page and wait. In addition to this, a fast page load is one of the things Google favours as search engines are able to crawl your site faster. This improves the success of your site indexation.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The top five were:
Read more here on why page speed is important.
To speak to us about your own data or discuss our report in detail, get in touch.