Tiffany Makes a Comeback with Astonishing Jewelry Pieces – Jewelry and Gem

Editor’s Note

After joining LVMH, Tiffany & Co. has refocused on its core identity as a jeweler and heritage brand, successfully reviving its jewelry business and re-entering the watch market with a clear, well-prepared strategy.

Returning to Its Roots as a Jeweler and Heritage Brand

Following its integration into the LVMH group, Tiffany & Co. has been successfully revitalizing its jewelry business. Subsequently, the company has also made a comeback into the watch business. The stance of Tiffany, returning fully prepared, is clear: a return to its identity as a jeweler and to its heritage. The masterful execution is impressive.

“Tiffany has a history of watchmaking dating back to 1847. For this event, we exhibited 20 carefully selected historical timepieces from our archives. Among them, two pieces made in 1874 at our own workshop in Geneva, and a pocket watch presented in 1912 to the captain who rescued Titanic passengers after hearing their wireless distress call, are symbolic of this heritage,” says Anthony Ledru.

Undoubtedly, Tiffany was a major highlight of LVMH Watch Week. While the company had kept its distance from this trade show in the past, this year it participated fully prepared, releasing astonishing new creations. As many watch enthusiasts know, Tiffany once produced outstanding high-end watches at its own manufacturing workshop in Geneva. Later, the company sold this workshop to Patek Philippe, further deepening their relationship. Today, the goal of Tiffany’s watch division is to return to this origin—the creation of ultra-high-end timepieces.
A symbol of this is the high jewelry watch “Jean Schlumberger for Tiffany.” This piece draws inspiration from the famous “Bird on a Rock” brooch designed by designer Jean Schlumberger. While all four models are opulent jewelry watches, the one equipped with a flying tourbillon particularly stands out. Its composition, emphasizing the bird and jewelry, is quintessentially Tiffany the jeweler.

Tiffany, Embarking on a New Chapter in Watchmaking

Under the umbrella of the LVMH group, Tiffany has once again ventured into the world of watchmaking. At the 2025 LVMH Watch Week, it unveiled a small but eye-catching collection of new pieces. Why has the strategy changed so significantly? We spoke with President & CEO Anthony Ledru and Tiffany Horology Vice President Nicolas Beau.

“The watch market still holds significant growth potential. We want to leverage Tiffany’s unique craftsmanship and creativity,” expresses Ledru, showing his enthusiasm.

One of their approaches is the reinterpretation of archive pieces and their fusion with jewelry.

“The watches we create are a fusion of meticulous watchmaking and the artistry of jewelry. A symbol of this is Jean Schlumberger’s ‘Bird on a Rock.’ We have elevated a design known as a brooch or ring into a timepiece,” says Ledru.

Indeed, the strategy that brought success in jewelry seems poised for success in watches as well. How will they then reinvigorate the Japanese watch market, where they once held significant presence?

“Japan is an important market for us, with a long history and deep relationship. Through these new pieces inspired by our archives, we want to reintroduce our watchmaking tradition to the people of Japan and rebuild trust,” says Ledru.

A symbol of this restart is the high jewelry watches unveiled at LVMH Watch Week. Nicolas Beau explains:

“We have reinterpreted Jean Schlumberger’s designs for modern watches. For example, the ‘Bird on a Rock’ Tsavorite features a 39mm case housing an automatic movement and uses over 5 carats of tsavorite. It embodies over 55 hours of craftsmanship.” He continues, “The Aquamarine model, with its fully diamond-set bracelet and snow-set dial, requires over 200 hours of production time.”

Men’s watches also seem promising.

“Tiffany watches aim for designs that resonate with a broad customer base, unrestricted by gender. However, we are also focusing on traditional men’s watches. We will continue to develop the ‘Atlas’ and ‘Union Square’ collections and further expand the lineup,” says Beau.

Armed with the history and craftsmanship honed as a jeweler, Tiffany has once again ventured into the world of watchmaking. The company’s direction is clear, as indicated by Ledru’s comment:

“The watches we create are not merely timepieces; they are icons to be passed on to the future.”

Far from just a comeback, Tiffany proclaims its iconic status. We should have great expectations for its journey ahead.

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⏰ Published on: April 08, 2025

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