Luxury ranks 18th in our 2022 rankings, with Piaget, Rolex, and Dior taking the top three positions.
Luxury has average Brand Intimacy Quotient score of 25.8, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 39 percent since its appearance in our 2020 study.
Indulgence is the dominant industry archetype, and the industry ranks third overall for indulgence, with Bulgari being the strongest brand for this archetype. Luxury also ranks first for identity. The category showed improvement across all three Brand Intimacy stages since 2020.
In comparing Piaget and Rolex, we see Piaget as the stronger intimate brand. It leads across the enhancement, ritual, and nostalgia archetypes, and in all Brand Intimacy stages. Rolex is stronger in the fulfillment, identity, and indulgence archetypes. Keywords for Piaget link to admiration and those for Rolex link to adoration.