Consulting firm L2 Think Tank out of New York City just released a video supplement to their 2012 Watches & Jewelry report as part of their Digital IQ Index series. I don’t know much about L2 yet, but their research seems to be along the same vein as that from the Digital Luxury Group (DLG) with their World Watch Report series (that I am a contributor for). Companies like L2 and DLG are primarily research and consulting firms which profit by providing advice and data to brands. They aren’t involved in marketing or PR, so videos of this nature don’t come with inherent bias.

L2 members (likely meaning their “clients”) have access to the full report, which I would rather like to see. The report seems to do two things. It first measures the “Digital IQ” of the 47 watch and jewelry brands included in the research. Next, it offers predictions and advice on digital commerce and marketing best practices as well as quantifiable predictions for the future. It is quite professional and I appreciate the candidness of its tone.

What are some key take-away points from the video? First, the e-commerce is more than just “in,” but seems to be catching up to traditional retail sales. Next, large brands are increasingly focusing on direct to consumer retail (both on and off-line) which offers more control and larger margins (something I predicted and discussed in full in this article here). Tablets may offer a sweet spot for online luxury sales as evidenced by current trends, and brands such as Tiffany & Co, Tissot, and Cartier are doing fantastically online. They also happen to all have well-functioning online retail operations. One interesting prediction that would not surprise me is that the video suggest Rolex will open an e-commerce store in the next year or so. The video is narrated by L2’s founder Scott Galloway and is worth checking out if any of this interests you.