Here’s How Many Have Been Shopping for Jewelry, Watches – National Jeweler
11 Mar 2021

Here’s How Many Have Been Shopping for Jewelry, Watches – National Jeweler

Provoke Insights’ research is featured in a National Jeweler article detailing how jewelry purchasing habits have changed over the past year amidst the COVID-19 pandemic. Provoke Insights sought to provide National Jeweler with a better understanding of the luxury buyer’s mindset. This research is also indispensable for jewelry brands looking to gauge the pandemic's impact on consumer habits and the industry as a whole.

Provoke Insights fielded an online survey to 3,000 Americans between the ages of 21 and 70. Based on the relevant findings, Provoke Insights created a buyer profile for the typical American luxury watch or jewelry buyer: 

  • 6% of Americans have purchased luxury watches or jewelry over the past three months.
  • Luxury watch or jewelry buyers are 89% optimistic about the future.
  • 53% of luxury buyers prefer to shop online rather than in-store.

Provoke Insights further tested top-of-mind brand awareness. Consumers rated Gucci and Rolex as the top jewelry brands for unaided awareness, while Apple ranked first in the technology category. 

Luxury jewelry and watch brands should look to National Jeweler’s article as a snapshot of the luxury consumer mindset and industry status. Provoke Insights’ research has important implications for brands seeking to understand the luxury category's trajectory and more. 

Download our free brand equity reports here, with research on 19 industries, including clothing, beverages, packaged foods, and more.


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