Industry Survey: Survey operating procedure

1. Survey target: about 1,000 people involved in jewelry manufacturers/ wholesalers/ retailers; including chain stores and department stores in Japan
2. The number of the respondents: 253 people
3. Survey period: October 2013
4. Survey method: Questionnaires by mail and email
5. Evaluation target brand: about 50 brands picked up from top brands ranked by sales
6. Survey item: for the evaluated brands
   • I. Awareness: checking the box “I know the brand”
   • II. Popularity: checking the box “I want to deal with the brand”
   • III. Image: grading only the known brands in 5 stages for the following items
     1. Originality, design
     2. Product concept
     3. Sales planning ability, promotion
     4. Price appropriateness

Ranking in 2014

1. 12th place on Originality and Design ranking


2. 9th place on Product Concept ranking
   1st　Tiffany & Co.
   2nd　Van Cleef & Arpels
   3rd　HARRY WINSTON
   4th　Cartier
   5th　MIKIMOTO
   6th　GRAFF
   7th　BVLGARI
   8th　CHAUMET
   9th　MOKUMEGANEYA
   9th　K. UNO
   10th　BOUCHERON
   


3. 17th place on the overall ranking
   1st　Van Cleef & Arpels
   2nd　Tiffany & Co.
   3rd　Cartier
   4th　HARRY WINSTON
   5th　MIKIMOTO
   6th　GRAFF
   7th　BVLGAR
   8th　NIWAKA
   9th　BOUCHERON
   10th　4℃
   11th　Super Peacock
   12th　CHAUMET
   13th　agete
   14th　AHKAH
   15th　SWAROVSKI
   16th　STAR JEWELRY
   17th　MOKUMEGANEYA
   18th　TASAKI
   19th　Ponte Vecchio
   20th　DE BEERS
   

Ranking in 2015

1. 18th place on Originality and Design ranking


2. 26th place on Product Concept ranking

Ranking in 2016

1. 2nd place on Originality and Design ranking
   1st　Van Cleef & Arpels
   2nd　Cartier
   2nd　BVLGARI
   2nd　HARRY WINSTON
   2nd　MOKUMEGANEYA
   6th　BOUCHERON
   6th　Super Peacock
   8th　Tiffany & Co.
   8th　CHAUMET
   


2. 23rd place on Product Concept ranking

Ranking in 2017

1. 4th place on Originality and Design ranking
   1st　Van Cleef & Arpels
   2nd　BVLGARI
   3rd　Cartier
   4th　MOKUMEGANEYA
   4th　CHAUMET
   4th　TASAKI
   4th　MIKIMOTO
   


2. 7th place on Product Concept ranking
   1st　Van Cleef & Arpels
   2nd　Tiffany & Co.
   2nd　HARRY WINSTON
   4th　Cartier
   4th　NIWAKA
   4th　BVLGARI
   7th　MIKIMOTO
   7th　BOUCHERON
   7th　Super Peacock
   7th　MOKUMEGANEYA
   


3. 15th place on the overall ranking
   1st　HARRY WINSTON
   2nd　Van Cleef & Arpels
   3rd　Tiffany & Co.
   4th　BVLGARI
   5th　MIKIMOTO
   6th　Cartier
   7th　CHAUMET
   8th　BOUCHERON
   9th　TASAKI
   10th　GRAFF
   11th　SWAROVSKI
   12th　Ponte Vecchio
   13th　Dancing Stone
   14th　AHKAH
   15th　MOKUMEGANEYA
   16th　STAR JEWELRY
   17th　NIWAKA
   17th　4℃
   19th　DAMIANI
   20th　Super Peacock
   

Ranking in 2018

1. 7th place on Originality and Design ranking
   1st　Van Cleef & Arpels
   2nd　Cartier
   3rd　BVLGARI
   3rd　Tiffany & Co.
   5th　TASAKI
   5th　BOUCHERON
   7th　CHAUMET
   7th　MOKUMEGANEYA
   9th　Super Peacock
   9th　NIESSING
   


2. 11th place on Product Concept ranking


3. 14th place on the overall ranking
   1st　Tiffany & Co.
   2nd　Van Cleef & Arpels
   3rd　Cartier
   4th　HARRY WINSTON
   5th　BVLGARI
   6th　MIKIMOTO
   7th　CHAUMET
   8th　TASAKI
   9th　BOUCHERON
   10th　SWAROVSKI
   11th　GRAFF
   12th　Chopard
   13th　4℃
   14th　MOKUMEGANEYA
   15th　Dancing Stone
   16th　NIWAKA
   17th　AHKAH
   18th　STAR JEWELRY
   18th　Super Peacock
   18th　agete
   

Ranking in 2019

1. 7th place on Originality and Design ranking
   1st　Van Cleef & Arpels
   2nd　BVLGARI
   2nd　BOUCHERON
   4th　Cartier
   5th　Tiffany & Co.
   6th　TASAKI
   7th　MOKUMEGANEYA
   7th　MIKIMOTO
   9th　Super Peacock
   10th　CHAUMET
   


2. 7th place on Product Concept ranking
   1st　Van Cleef & Arpels
   2nd　Tiffany & Co.
   2nd　Cartier
   2nd　HARRY WINSTON
   5th　MIKIMOTO
   5th　Super Peacock
   7th　BVLGARI
   7th　CHAUMET
   7th　Sweet 10 Diamond
   7th　NIWAKA
   7th　MOKUMEGANEYA
   


3. 15th place on the overall ranking
   1st　Tiffany & Co.
   2nd　Van Cleef & Arpels
   3rd　MIKIMOTO
   4th　HARRY WINSTON
   5th　BVLGARI
   6th　CHAUMET
   7th　TASAKI
   8th　BOUCHERON
   9th　GRAFF
   10th　Cartier
   11th　Chopard
   12th　Forevermark
   13th　4℃
   14th　SWAROVSKI
   15th　MOKUMEGANEYA
   16th　Super Peacock
   16th　agete
   18th　GINZA TANAKA
   19th　AHKAH
   19th　VENDOME AOYAMA