Online searches for top watch brands are slipping
The new quarterly Google Analytics reveals a drop in online searches for major watch brands Rolex, Cartier and TAG Heuer from August 2021 to October 2021, as department store sales increased.
The top three brands with the highest average number of searches in the UK were Rolex, TAG Heuer and Richard Mille.
Unsurprisingly, Rolex is the most searched brand with a total volume of 143,400 searches per month, almost three times the second place TAG Heuer (53,480) and, more surprisingly, Richard Mille (37,210).
Digital consultancy firm Spike has compiled research analytics data for the major watch brands with the highest and lowest brand searches in the past 12 months.
The latest data, managed through the SimilarWeb research analytics platform, assessed monthly fluctuations in brand searches for the world’s top watch brands between August 2021 and October 2021.
Rolex remains comfortably at the top of the search list, with 143,455 average searches per month, and has logged over 1.7 million searches in the past 12 months, from December 2020 to October 2021.
TAG Heuer comes in second, with an average of 53,481 brand searches per month and just under 642,000 searches per year.
While the third most searched brand is Richard Mille, with an average of 37,210 searches per month and 446,535 searches during the last 12 months from December 2020 to October 2021.
Christopher Ward defeats Cartier
The data shows a monthly drop in searches for Cartier, Hublot and TAG Heuer.
Cartier experienced the largest 48% drop in brand searches from October 2021 to September 2021, falling well below the chart and below brands such as Nomos and Christopher Ward.
Brand searches for Cartier, Hublot, TAG Heuer and Citizen from August 2021 to October 2021 revealed significant month-over-month declines.
TAG Heuer has maintained an average of 53,481 brand searches per month over the past 12 months, but saw a 48% drop in searches, despite deploying a more digitally-focused sales strategy in 2019.
As the declines took place between August and October 2021, seasonality as well as an upturn in retailer footfall could be two possible reasons for the decline in brand search, which peaked during the first lockdowns in 2020.
Despite the long-awaited release of the James Bond film in October 2021, searches for brands for Omega watches have seen only a modest increase so far, with an increase to 51,571 searches in October from 38,802 the previous month. .
The dominance of the biggest luxury watch brands in Google searches also reflects the values of these brands in the second-hand market, as customers search online for the best deals.
The only exception to this rule is Seiko, which is the clear leader in Google searches among mid-range watch brands.
Peak specializes in digital and search marketing strategies, including direct response disciplines in paid and natural search. Spike has experience in a wide variety of industries, from lead generation sites to e-commerce businesses. Spike has particular expertise in the watch industry, led by Sarah Carpin, public relations manager, who previously worked with brands such as Casio G Shock and the Citizen Watch Group.