The luxury group LVMH has embarked on an ambitious revitalisation programme for Tiffany & Co., and the first results are now beginning to emerge. Among them, the relaunch of its watchmaking line stands out.
LVMH has strategic plans for the iconic American jewellery brand, acquired by the French group for approximately 13.5 billion euros. An investment of this magnitude only makes sense as part of a solid brand repositioning strategy, the first developments of which are already visible, including a renewed focus on watchmaking. For the first time, Tiffany & Co. participated in LVMH Watch Week in Paris, a prestigious industry event. The relaunch began with a tribute to its watchmaking heritage, bringing to light surprising facts such as its historic four-storey manufacture at Place Cornavin in Geneva in the late 19th century and its close collaboration with Patek Philippe.
Now, Tiffany & Co. has taken a decisive step by relocating its production unit from Ticino to Meyrin, Geneva’s prestigious watchmaking district, home to some of the most renowned manufacturers in the industry. This new phase of the project includes synergies with other LVMH brands and partnerships with esteemed suppliers such as LTM (Le Temps Manufactures), a producer of watch movements.
More than just a name, Tiffany & Co. represents an iconic legacy that serves as the foundation for its entire watchmaking strategy. Its identity is anchored in powerful symbols, from the unmistakable Tiffany Blue to the legendary display window of its boutique at 727 Fifth Avenue in New York, immortalised by Audrey Hepburn in the opening scene of Breakfast at Tiffany’s. This imagery of luxury and sophistication will be key to securing a place in the world of fine watchmaking.
Each of its creations embodies this heritage. The Eternity collection, one of the most emblematic in its portfolio, presents distinctive models, including versions with a round case or a cushion-shaped design inspired by the legendary Tiffany Diamond, a magnificent 128.54-carat yellow diamond, one of the largest of its kind in the world.
The dial of the Eternity watch evokes another facet of Tiffany & Co.’s history, featuring 12-hour markers set with diamonds of different cuts, a detail reminiscent of the brand’s 1960s advertising campaigns. The crown, set with a diamond, recreates the iconic six-prong setting of the Tiffany Setting engagement ring.
Recently, the maison announced four new timepieces for its watch collection, celebrating its presence at LVMH Watch Week. This expansion further strengthens Tiffany & Co.’s position in fine watchmaking, a world that interestingly has been part of its history for over 150 years.
