Squash Delivers Record-Breaking Growth for Jewellery, Watch and Luxury Goods Clients

In 2025, Squash’s digital campaigns contributed over £82 million in eCommerce revenue for its jewellery, watch and luxury goods clients – its most successful performance year to date. This revenue represents a 32+ per cent increase on 2024, equating to just over an additional £20m in client revenue across the UK jewellery, watch & luxury goods sector.

This growth came during a challenging year for much of the market, making the results even more significant. Many e-commerce jewellers, in particular, entered 2025 facing softer consumer demand. Squash’s data indicates that a focused, knowledge-led digital strategy can drive substantial commercial results even in difficult trading conditions.

On average, Squash generated over £54,000 of additional revenue per day across 2025. These figures reflect both scale and consistency across the full calendar year.

A major driver behind this performance was Squash’s investment in people and expertise. During 2025, the agency grew from a small operation into a specialist team of eight, combining digital marketing professionals with jewellery and watch industry experts. The aim was not simply to market jewellery online, but to truly understand it.

All digital team members are now completing the NAJ’s (National Association of Jewellers) JET Essentials pathway, with key members having already achieved JET 1 qualifications. This structured training ensures Squash speaks the same technical and commercial language as jewellers, enabling campaigns to be built around product knowledge, buying behaviour and real market dynamics, rather than generic eCommerce tactics.

This combination of industry education and hands-on performance marketing allowed Squash to increase revenue for clients in ways many had not previously believed possible from online sales alone.

Despite a volatile market, Squash also iden6fied clear shifts in consumer behaviour throughout the year. High gold prices made traditional heavy jewellery customers more cautious, but this was offset by stronger demand for pre-owned jewellery and retailers holding or freezing prices to maintain confidence.

The luxury watch and high jewellery segments performed particularly strongly in Q4, with many clients selling premium pieces consistently through the festive season. At the same time, Squash observed a noticeable softening in the mid-market, with sales increasingly polarised between entry-level and high-value purchases. This trend reflects wider economic pressure, with some customers trading down while high-net-worth buyers remained active. Squash’s strategy throughout the year focused on long-term growth rather than short-term discounting. The agency prioritised customer loyalty, brand equity and sustainable performance over aggressive price-led promotions, allowing clients to build healthier businesses rather than chase temporary volume.

These results give Squash strong confidence in the future of the UK jewellery and watch sector. With the right blend of digital experience, product knowledge and disciplined strategy, specialist retailers can continue to grow even in a changing economic environment.