Rating Watch Brands’ Digital IQ, From Genius to Feeble

TAG Heuer website honored

TAG Heuer has been awarded first place in the “Watches” category of the “Digital IQ Index: Ranking the Digital Competence of Luxury Brands”, a survey conducted by the Luxury Lab of New York University’s Stern School of Business. The Digital IQ Index ranks brands as Genius, Gifted, Average, Challenged and Feeble based on their digital competence. Apple finished first overall with a Digital IQ of 170. TAG Heuer finished in 8th position with a Genius-level rating of 141. TAG was the only watch brand to receive a Genius rating.

Tiffany and Rolex tied with IQs of 129, placing them in the Gifted group along with Cartier (124). Hublot, Movado and Omega scored in the Average range, while IWC, Audemars Piguet, Patek Philippe, Jaeger-LeCoultre, Vacheron Constantin, and Harry Winston were found to be “Challenged”. Franck Muller and Bulova fell into the Feeble category.

The study measured the Digital IQ of 109 luxury brands in 11 categories, across 15 dimensions grouped into four criteria, as follows:

Search Engine Optimization:
• Traffic
• Keyword competence
• Web authority

Brand Translation:
• Aesthetics
• Messaging
• Heritage
• Corporate citizenship

Leveraging the Medium:
• Technology
• User interface
• Interactivity

Social Media:
• Presence on Facebook, YouTube, and Twitter
• Mentions on blogs and other user-generated content

The complete report can be downloaded in .pdf format from the TAG Heuer website by clicking this link.

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