Donnet Bruce

Tiffany & Co. tops L2 IQ Digital Ranking


Although Tiffany & Co. is a luxury jewelry brand; they aim to connect with their consumers in inclusive ways. Tiffany & Co recently topped L2’s Digital IQ Ranking for watches and jewelry brands, ahead of Swarovski and Jaeger-LeCoultre. L2 tags Tiffany ‘a class by itself’, with the brand boasting the only m-commerce site in the category and a flare for cross-platform programming, says Mark Terry. Tiffany & Co. lead the list, but other luxury jewelry and watch brands such as Rolex and Patek Phillipe received the lowest scores overall compared to similar fashion and beauty digital IQ indexes. L2 research lead, Daniella Caplan, said, “I was most surprised by the stark difference in digital performance between watch and jewelry brands and other luxury categories such as fashion and beauty.”

Recent Facebook and Twitter interactions has lead to Tiffany & Co. making their way up to the top 10. For example, Tiffany & Co. has come up with a mobile campaign referred as the Engagement Ringfinger app. L2 indicated the mobile program,  “…allows users to identify their ring size and comment on products on a private Facebook wall.”

According to, the brand is also one of only two brands in the Digital IQ Ranking with an Instagram account. And then there’s the What Makes True Love microsite and app, which delivers love stories, curated New York experiences, and film and music suggestions to consumers. Let's see if they will stay ahead of the competitor jewelry brands.