Beauty standards and apparel interests have changed in recent months. For example, the surge in the popularity of Crocs amongst young people has been particularly surprising and interesting. One legacy retailer is now trying to tap into current tastes and appeal to an audience that it hasn’t focused on in recent years.
Tiffany & Co. has announced the launch of Tiffany Men’s, the company’s newest dedicated men’s collections. Reflecting Tiffany & Co.’s heritage as a purveyor of American luxury goods, the Tiffany 1837 Makers and Diamond Point collections—featuring jewelry, Home & Accessories, watches, and more—are direct, uncomplicated, and rooted in a legacy of expert craftsmanship.
The company wants the collection to reflect what it deems to be “the spirit of the modern man,” which is “bold and confident, casual yet refined, a style arbiter with a discerning eye for quality.”
Reed Krakoff, Chief Artistic Officer for Tiffany & Co., says, “Tiffany Men’s is centered on craftsmanship as the foundation of our company. Tiffany 1837 Makers is a nod to the workmanship and time-honored techniques used in creating jewelry—the idea that there’s a person behind each object.”
Embodying Tiffany’s craftsmanship heritage, the Tiffany 1837 Makers collection is inspired by the jeweler’s hollowware workshop and its tradition of handcrafting sports trophies. Designers experimented with concave and convex forms, flat edges, and motifs evocative of utilitarian hardware when creating jewelry, barware, and more.
Stamped with symbols like “T & CO MAKERS,” “NY,” and “AG925,” Tiffany 1837 Makers honors Tiffany’s silversmithing legacy and the fact that the company set the US standard for sterling silver (925 per 1,000 parts silver). The made-to-order Tiffany 1837 Makers trophy ring honors Tiffany’s 160-year history of making sports trophies by hand.
Where Tiffany 1837 Makers is artisanal and utilitarian, Diamond Point represents the high end of the style spectrum with a strong, graphic pattern. This motif appears as a subtle accent or a prominent overlay on jewelry and Home & Accessories pieces like the Diamond Point rectangle pendant in sterling silver, cuff in sterling silver, and cocktail mixer in lead crystal and sterling silver. Most of the Diamond Point jewelry designs are die struck and hand polished to achieve the distinctive textured motif.
The range of designs in Tiffany Men’s represents a new chapter for the company, signaling the brand’s expansion into the men’s luxury space. Inspired by the designs that have defined Tiffany & Co. for over 180 years, the new collections for men, according to the brand, seek to embody the hand of the artisan and the spirit of innovation. Informed by a sense of laidback luxury, Tiffany Men’s was created with the discerning taste and confident style that define the modern Tiffany man.