Tiffany & Co. Capitalizes On The Men's Jewellery Boom Through A Collaboration With Pharrell
Drawing inspiration from the mythological figure of Poseidon and his trident, Pharrell infuses the collection with angular spear-shaped motifs, similar to the sea god's weapon.
Tags: UPTOWNMAN, Luxury Magazine, Luxury Magazine Philippines
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By JAY AQUINO
Ten years ago, you would hardly see men dabble in women’s jewelry for obvious reasons. Now, it's not uncommon to spot men confidently donning pearl necklaces, Cartier love bracelets, or even the iconic Van Cleef & Arpels Vintage Alhambra bracelets due to more men wanting to break stereotypes. Sofia Sayers of Dao Insights stated that Chinese male luxury consumers are increasingly drawn to Van Cleef & Arpels bracelets, likely influenced by high-profile figures such as Lebron James, Drake, and A$AP Rocky who have been seen flaunting this accessory. Hence, when Tiffany & Co. rang up Pharrell to do an exclusive collection, everything made sense. The move seemed entirely deliberate and well-timed.
Pharrell's role as Creative Director for Louis Vuitton's men's line has undeniably propelled Vuitton into the spotlight more than ever. His innovative designs not only push boundaries but also pay homage to his predecessor, Virgil Abloh. Meanwhile, Tiffany & Co. is experiencing a surge in popularity, buoyed by strategic partnerships with influential figures like Beyonce, Jay Z, and Rose of Blackpink, along with the introduction of sophisticated collections like Lock by Tiffany and Hardware by Tiffany. According to Mimosa Spencer of Reuters, Tiffany's sales skyrocketed from 3 billion euros in 2020 to 5.1 billion euros in 2022, with a projected increase to 7.4 billion euros by 2025. To capitalize on this momentum, the luxury brand has tapped into the growing demand for men's fine jewelry, thus, the birth of Tiffany Titan.
Tiffany Titan is the punk version of the Hardware collection. Drawing inspiration from the mythological figure of Poseidon and his trident, Pharrell infuses the collection with angular spear-shaped motifs, similar to the sea god's weapon. However, the price is not so friendly, with Tiffany Titan pieces starting at $5,450AUD and soaring to $30,200AUD for coveted items like the bracelet. While the craftsmanship and exclusivity are undeniable, the steep price points may pose a challenge, particularly in the current economic climate.
Discover The Tiffany Titan Collection:
Clasp Bracelet In Gold With Diamonds - $30,200AUD
Photo Credit: Tiffany & Co.
Five-row Ring In Gold With Diamonds - $26.400AUD
Photo Credit: Tiffany & Co.
Bracelet In Titanium, Gold And Diamonds - $25,600AUD
Photo Credit: Tiffany & Co.
Necklace In Yellow Gold With Diamonds - $88,000AUD
Photo Credit: Tiffany & Co.
Discover the full Tiffany Titan collection here.
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