When you walk into a high-end watch or jewelry store, you might see products showcased behind lock and key with white-glove service. Online, however, few brands capture that same level of presentation.
Barely 36% of brands feature on-model imagery on product pages, and that number falls to a paltry 15% for timepieces, according to Gartner L2’s Meeting Consumer Expectations on Site report. Watch brands lean into product videos, with 56% adoption, but took a step back on 360-degree views this year, with adoption dropping from 22% to just 7%. Conversely, jewelry brands adopt these features at 43% and 18%, respectively.
There are exceptions. Genius brands show constant year-on-year improvement on this front, setting examples for other brands. Tiffany & Co. added 360-degree views across more products this year, while Bulgari expanded overall product imagery—especially important for this high-priced sector.
Some brands innovate ways to take visualization a step further. Both Lagos and Hamilton Watch Company showcase user-generated content on their sites, providing consumers with a trustworthy source of information that provides a realistic idea of what the product will look like on them. The brands credit the original content creators, but turn the photos into shoppable content by letting users click through to the page where they can learn about and purchase the featured products. Furthermore, both brands use branded hashtags displayed with the galleries to encourage further interactions.
No matter how brands choose to add visuals, one thing is clear. High-end brands should take all steps to ensure they provide the luxury experience online that customers expect.