Tiffany & Co Revamps Watch Strategy with a Luxury Jewelry Focus
Tiffany & Co is adjusting its approach to watchmaking, introducing higher-end models that align with its established jewelry designs. This change comes four years after being acquired by LVMH, indicating a strategic shift towards integrating watchmaking more closely with its core jewelry offerings.
Historically, Tiffany’s venture into watchmaking has seen various phases of success and setbacks. However, the current revamp involves the introduction of exclusive models that resonate with the brand’s luxurious and artistic jewelry pieces. This includes the launch of new collections such as Eternity Round, Eternity Cushion, HardWear, and Jean Schlumberger by Tiffany.
These collections reflect a refined aesthetic, with designs inspired by popular jewelry pieces like the Schlumberger Bird on a Rock and Fish brooches, now reimagined as lavish watches adorned with diamonds and colorful enameling. This approach not only enhances the brand’s traditional craftsmanship but also bridges the gap between its jewelry heritage and horological aspirations.
Under the guidance of Nicolas Beau, Vice President of Horology at Tiffany, who joined the company in 2021, the brand is focusing on crafting watches that complement its jewelry range. This strategy targets Tiffany’s existing jewelry customers, presenting watches as an extension of the jewelry line they already appreciate.
The pricing of these new watches is set to be substantially higher than Tiffany’s typical jewelry offerings, reflecting the use of luxury materials and detailed craftsmanship. The highlight is the Carat 128 watch, inspired by the famous Tiffany Diamond, representing the upper echelon of this new range.
The focus on horology at Tiffany is linked to its heritage, evidenced by the recent acquisition of a significant Tiffany pocket watch, which adds historical depth to its collection and underscores the brand’s long-standing values.
With this new focus, Tiffany & Co aims to strengthen its presence in the luxury watch market, combining its expertise in fine jewelry with sophisticated watchmaking.