Tiffany Partners With Swatch

by Deidre Woollard (RSS feed)
Dec 3rd 2007 at 4:01PM

Tiffany & Co, has made an interesting move with regards to their watch business. They currently produce a small line of classic watches under their own brand. Now they have announced an alliance with Swatch Group for the development, production and worldwide distribution of Tiffany brand watches. The agreement is for 20 years with an optional ten year extension. Swatch will incorporate a new watch-making company in Switzerland that will operate under the TIffany name and use Tiffany trademarks. This is far from Swatch's first foray into luxury watches. Swatch's brands include far more than Swatch watches, their brands also include Breguet, Blancpain and Omega. As a result of the deal, Tiffany will stop selling some of their luxury watches. No word on what sort of watches will be produced but I would bet that they will involve far more complications than their current line. Part of the evolution of luxury watches has been to elevate them above simple elegant time-telling devices but to wear a piece that is a reflection of the highest iteration of the watchmaker's art.

Tags: swatch, tiffany, timepiece, watches, wristwatch