MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
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
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
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
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.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
