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Tiffany & Co. has launched a new marketing campaign paying homage to its heritage and impact on luxury culture.
The campaign – With Love, Since 1837 – features images inspired by the displays of former artistic director and vice Gene Moore (1910-1998).
The campaign uses pieces from the HardWear and Lock collections, along with Jean Schlumberger’s Sixten Stone ring.
“The theatrical, slightly surreal element remains, running throughout in sets and props that play with proportion,” writes Hannah Silver of Wallpaper.
“Images have been brought to life with the use of animated projections and smoke in the backdrop, rather than relying on effects imposed post-production.
“The experience Moore created, of jewellery appearing as the star of the show in an offbeat set, remains thanks to this considered alternative reality.”
The brand is unveiling its Céleste 2024 Blue Book collection in Los Angeles over the next three weeks. With 157 pieces, it’s the largest range to date.
In a recent interview with Yahoo, CEO Anthony Ledru described luxury jewellery as ‘recession proof’.
“The event itself is at a higher level than we’ve done in the past few years. The venue is larger, we didn’t put any restrictions on clients, the usual you need to qualify, but we’re going full speed with this because it’s the most recession proof,” he said.
“The average price point is higher, there are masterpieces at $USD3 million, $USD4 million, and $USD5 million. There are a lot of $USD1 million to $USD2 million pieces. We’ll see, the clients will tell us, but we’re confident, and we put everything we had into creating the dream.”
Tiffany & Co. was acquired by LVMH in 2021. The conglomerate recently reported a modest sales decline in the year’s opening quarter.
‘with love, since 1837’ – Tiffany & Co.
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| Jean Schlumberger Sixteen Stone Ring | Tiffany Knot double row hinged bangle in rose gold with diamonds | |
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| Lock bangle in rose gold with full pavé diamonds | Diamond Wire Band Ring in 18-carat rose gold | |
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