Tiffany & Co.: Between Love for the Past and an Inclination for Renewal

With one foot in tradition and one in the avant-garde, Tiffany & Co. continues to write its own history, through the 'With Love, Since 1837' campaign and the 'Tiffany Titan by Pharrell Williams' collection

With one foot in tradition and the other in innovation, Tiffany & Co. continues to write its story through the “With Love, Since 1837” campaign and the “Tiffany Titan by Pharrell Williams” collection

Tiffany & Co. reaffirms its position as one of the giants in the world of jewelry, renewing its heritage with projects that could be described as intelligent, giving this adjective the task of expressing the ability to combine tradition and change.

The recent “With Love, Since 1837” campaign and the new “Tiffany Titan by Pharrell Williams” collection are two emblematic examples of how the brand is evolving while continuing to keep its historical identity intact. Launched in March 2024, “With Love, Since 1837” tells the stories behind some of the company’s most iconic collections: Lock, T, Knot, HardWear, Sixteen Stone and Tiffany Setting. Immortalized by photographer and filmmaker Dan Tobin Smith, it is a tribute to Tiffany's window dresser, Gene Moore, whose creations left an indelible mark. The theatrical vignettes, created by Dan Tobin Smith and set designer Rachel Thomas, capture the essence of the brand by using animated projections and complex scenarios without relying on post-production effects. A stylistic choice that reflects the attention to detail and craftsmanship that characterizes every item of jewelry. Each collection presented in the campaign has a unique story. For example, the Lock bracelet is inspired by a brooch from 1883, while the bold shapes of the HardWear collection are inspired by a bracelet from 1962. All historical references are reinterpreted with a contemporary twist, demonstrating how renewal is possible while still keeping faith with one's roots. Launched in May 2024, with “Tiffany Titan by Pharrell Williams”, the brand takes a bold leap into an unexplored future scenario. The collection, which combines Pharrell Williams’ creative innovation with Tiffany’s artisan excellence, is inspired by Poseidon's trident, a weapon of combat “invoked” to represent power, energy and strength through a bold and unconventional design. Each piece reflects the rebellious spirit of punk and Pharrell's personal connection to the sea, evoking his childhood in Virginia Beach. «This collection defies the conventions of jewelry design,» said Alexandre Arnault, Executive Vice President of Tiffany & Co. «Tiffany Titan by Pharrell Williams represents the perfect alchemy between Pharrell's creative vision and the unmistakable craftsmanship of Tiffany & Co. Each piece embodies Pharrell's unique style and point of view.»

Challenging the conventions of classic design while respecting its ideals thus seems to be the winning choice in order to continue to innovate and inspire.

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