AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
SurveysNov 15, 2019
Are Consumers Emotionally Connected to Luxury Brands?
Not nearly as much as they are to Amazon, Disney and Netflix, one recent study shows.
Jewelry and watch brands outperformed other luxury goods in terms of consumer connection, a new study found, with Rolex ranking No. 1 among men, users over 35, and those with incomes of $100,000 or more.
New York—When it comes to emotionally connecting with consumers, luxury brands aren’t doing as well as other goods and services competing for their dollars, one recent study shows.
But there’s a silver lining: watches and jewelry did better in the category than other luxury products.
In MBLM’s Brand Intimacy Study 2019, the luxury industry dropped one spot from 2018, ranking 14th out of the 15 industries studied.
A New York-based marketing agency, MBLM defines “brand intimacy” as the emotional science measuring the bonds formed with brands used and loved.
The firm examines users of a brand, gauging their emotional connections and the characteristics of their bond to create a Brand Intimacy Quotient, a score each brand receives to indicate its performance.
The 2019 study analyzed 6,200 consumer responses and 56,000 brand evaluations across 15 industries in the United States, Mexico and United Arab Emirates.
Interestingly, the firm found that its top “intimate” brands in the U.S. significantly outperformed the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, drawing a correlation between consumer emotion and returns.
It’s also worth noting that within the luxury category, which analyzed 12 brands total, watches and jewelry reigned.
Rolex was tops among luxury brands in emotionally connecting with consumers, followed by Cartier and Tiffany & Co.
Rolex ranked No. 1 among men, users over 35, and those with incomes of $100,000 or more, while Tiffany was the No. 1 brand for users with incomes under $100,000.
MBLM also noted that “indulgence,” relating to moments of pampering and gratification, was the most prominent archetype in the category, and Tiffany was the top-performing luxury brand for indulgence.
The remaining top 10 luxury brands were: Chanel, Jaguar, Louis Vuitton, Gucci, Prada, Land Rover and Burberry.
Solving the Luxury Puzzle
Overall, the luxury category didn’t fare so well.
Luxury had an average Brand Intimacy Quotient of 18.7, well below the cross-industry average of 31.0, MBLM said. (Of note: Rolex had 31.1, while Cartier and Tiffany both had scores of 27.)
“Luxury fell in our 2019 rankings, which continues to be a surprising finding because of the prestige and value of these time-honored brands,” Managing Partner Mario Natarelli said.
“We believe that the brands in this industry will strongly benefit from shifting their focus and appealing to consumers’ emotions more.”
Calling the category a “curious puzzle,” MBLM dove into the dichotomy between
Editors' Picks
Sponsored by
the esteem and quality of luxury brands and their poor performance overall in an additional report.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
Editor’s note: This story was updated post-publication to reflect that 12 brands were analyzed in the luxury category.
More on Surveys
The Latest
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
