Top 10 jewellery & watch brands in Germany by EMV on Instagram

In 2026, Instagram emerged as a central lever for jewelry brands in Germany, with a ranking marked by the strong dominance of digital pure players and very intensive influence strategies. ICRUSH comes out on top with €3.46 million in EMV, driven by an impressive volume of more than 5,100 mentions and more than 1,200 active creators, illustrating a very scalable approach. PURELEI and LUAMAYA confirm the power of lifestyle brands oriented towards social networks, with €2.6 million and €1.8 million in EMV respectively, thanks to committed communities and a high level of content recurrence. Ariane Ernst is distinguished by a solid performance despite a smaller volume, while Pandora continues to exist in the German landscape with regular but less massive visibility. Claide Schmuck, Casio, and Thomas Sabo are in the middle of the rankings, combining brand awareness with more targeted activations. Finally, Mainpunkt and Holzkern close the top 10, showing that even more niche or specialized players can generate impact through well-structured influence strategies. This ranking reflects a German jewelry market that is very socially oriented, where the ability to widely activate designers takes precedence over brand power alone.