LVMH-owned Tiffany & Co. continues to enhance its brand profile with the introduction of the Tiffany Lock bracelet. Marketed as unisex, the Tiffany Lock is a padlock-like bracelet available in variations of solid gold and as diamond encrusted. The launch is significant because it marks the first time in the brand’s 200-year history a jewelry piece was launched as genderless.
With an eye on appealing to a young customer, the Tiffany Lock campaign features 23-year-old, team Supreme skateboarder Tyshawn Jones and Dutch, Afro-Arabic model Imaan Hammam.
The Tiffany Lock no doubt is meant to appeal to a consumer who increasingly is purchasing for himself rather than for an engagement or wedding. According to De Beers 2019 Diamond Insight report for example, self jewelry purchases or Millennial and Gen Z consumers have grown from 21 percent to 30 percent since 2013
With the rise of the branded jewelry market, it makes sense for Tiffany Lock to be introduced as a possible competitor to Cartier‘s Love bracelet that still remains one of the most searched for bracelets in 2022 according to Who What Wear.
Price from$6,800-$32,000, the Tiffany Lock bracelet is now available online and in stores.
Check out the Tiffany Lock campaign video below.