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Industries - Jewelry & Watches
Competitor monitoring for jewelry and watch brands
Jewelry sales cluster around a few gifting dates, and prices move with gold and with the falling cost of lab-grown stones. Here is how that competition works, with sources, and what to watch about your competitors.
Updated
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How jewelry & watches brands compete
Sales cluster around gifting dates
NRF projected US Valentine's Day 2026 spending at a record $29.1 billion, with the most, $7 billion, spent on jewelry, and online as the top shopping destination (38%) (NRF, January 2026). For Mother's Day 2026, NRF projected a record $38 billion, with jewelry leading at $7.5 billion and online tied with department stores as the top destination at 33% (NRF, April 2026).
The holiday quarter matters most of all: Signet Jewelers says in its fiscal 2026 annual report that the fourth quarter has historically accounted for approximately 35-40% of its annual sales.
Gold prices push up value and change designs
High gold prices change what is sold. The World Gold Council reported that global gold jewellery demand fell to 278 tonnes in Q2 2026, while the value of jewellery demand rose to US$86 billion in the first half of 2026, up 22% year on year; lightweight products gained share across many markets and lower-carat designs expanded in parts of Asia. Signet's annual report notes that sustained increases in precious metal prices could materially increase its cost of merchandise.
For a brand, that means competitors may be repricing, changing weights and carats, or launching lighter pieces, and each of those shows up on their product pages.
Lab-grown diamonds are resetting price points
De Beers said in May 2025 that lab-grown diamond prices in the jewellery sector had fallen 90% at wholesale since it launched its Lightbox lab-grown brand in 2018, and that it expected both cost and price to fall further. De Beers mainly sells natural diamonds. Signet reports that in fiscal 2026 approximately 27% of its merchandise sales were products containing lab-grown diamonds.
Wording is regulated too: in the US, the FTC Jewelry Guides treat "cultured" as acceptable for lab-created diamonds with essentially the same properties as mined diamonds only if it is qualified by a clear and conspicuous disclosure, such as "laboratory-created" or "laboratory-grown", that the stone is not mined. This is not legal advice.
Luxury is polarized
Bain & Company and Altagamma said in November 2025 that jewelry currently leads luxury growth, with an expected expansion of 4% to 6% in 2025, while the watch market is increasingly polarized, with high-end pieces thriving while tariffs and pricing pressures fuel the resale market.
What to monitor about your competitors
Gifting-campaign timing
When each competitor starts its holiday, Valentine's Day and Mother's Day campaigns, and with which offer, against last year.
Price moves on comparable pieces
Repricing as gold moves, and price points for lab-grown versus natural stones, with a dated history.
New collections and materials
New products and categories, lighter or lower-carat lines, and lab-grown ranges as they appear.
Lookalikes of your designs
Pages where your product images, or visually similar ones, appear on other sites.
Promotions and guarantees
Discount codes, engraving or sizing offers, free shipping and returns terms.
Markets
New shipping countries and currencies, which matter for brands selling across several markets.
How RivalSweeper helps
What the product does today, as listed on our product facts page. It reports and alerts; it does not reprice your products.
- Checks each competitor site every day: a newly added competitor gets its first data within 24 hours, and a change is known within 48 hours. Daily monitoring, not real-time.
- Keeps competitors' prices, discounts and dated price history, so repricing shows up as a dated change.
- Records new, removed and updated products and new categories.
- Finds where your product images, or visually similar ones, appear online, with the page, site and date for each match (image lookalike detection).
- Tracks promotions and coupon codes, homepage banners, marketing messages and the newsletters competitors send, and when.
- Tracks multi-market stores per market and currency, with their shipping countries, currencies and languages, and converts price comparisons across stores to your currency.
- No script, plugin or store integration: you add competitor domains and RivalSweeper reads their public websites, whatever platform they run on.
Frequently asked questions
What should a jewelry brand monitor about its competitors?
When their gifting campaigns start and with which offer, price moves on comparable pieces, new collections and materials (including lab-grown and lower-carat lines), lookalikes of your designs, and promotions, guarantees and shipping terms.
When do jewelry brands sell the most?
Around gifting dates. Signet reports that the fourth quarter has historically accounted for approximately 35-40% of its annual sales, and NRF projects jewelry as the largest spending category for both Valentine's Day ($7 billion) and Mother's Day ($7.5 billion) in 2026 in the US.
Can RivalSweeper find copies of my jewelry designs?
It can find pages where your product images, or visually similar images, appear online, with the page URL, site and date for each match. It does not judge whether a design infringes your rights.
Sources
- NRF: Valentine's Day spending expected to reach new records (January 27, 2026)
- NRF: Mother's Day spending expected to hit record $38 billion (April 21, 2026)
- Signet Jewelers Form 10-K, fiscal year ended January 31, 2026
- World Gold Council: Gold Demand Trends Q2 2026, Jewellery (July 30, 2026)
- De Beers Group: intention to close Lightbox business (May 8, 2025)
- 16 CFR § 23.12 (FTC Jewelry Guides), Cornell LII
- Bain & Company and Altagamma: luxury market study (November 20, 2025)
Company figures are what each company reports about itself in its own filing. Examples on linked glossary pages are hypothetical.
See your jewelry & watches competitors in one place
Add a competitor and get its first data within 24 hours, then every change from each daily check.
14 days, no card. Prefer a walkthrough? Book 15 min