Tiffany & Co Launches 'All Gender' Tiffany Lock Bracelets | 'No Rules. All Welcome'
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Tiffany & Co., for the first time in its nearly 200-year history, is launching Tiffany Lock, a bracelet the company describes as “all-gender” with an ethos of “No rules. All welcome.”
Lock, a collection of bracelets that swivel open and snap into place, was released on Tiffany’s e-commerce site on Friday and will arrive in Tiffany stores worldwide in September.
“It’s all about unity, belonging, the universal bonds that tie us together forever—and the open-minded spirit of today’s generation,” says Alexandre Arnault, Tiffany’s executive vice president of product and communication.
Model Imaan Hammam and skateboarder Tyshawn Jones star in the ‘Lock’ campaign. Mario Sorrenti [IG] photographs the campaign with stills by Raymond Meier. Yoann Bourgeois choreographed movement in the video campaign.
“The design of Tiffany Lock is a great example of a collection that brings together innovation, form and function. We re-envisioned the idea of a padlock, an important motif from the Tiffany archives, and transformed it into a symbol of unbreakable bonds and inclusivity. The unique mechanism, clean lines and modern aesthetic make it universally appealing to both men and women,” Arnault continued.
Reports are that Tiffany Lock was in development before LVMH acquired the company in January 2021. Clearly, the design concept dovetails perfectly with LVMH’s desire to tap into the younger, more modern jewelry buyer — or a progressive older person who thinks young and appreciates the changing values and social ideology embraced by the younger generation.
“We are looking to create icons and to speak to a broad audience. We are confident that we are doing this with the launch of Tiffany Lock. Balancing tradition with modernity is a part of our approach and Lock creates the bridge between these two worlds,” Arnault said of the release and how it relates to Tiffany’s larger fine jewelry strategy under LVMH Moët Hennessy Louis Vuitton.
Asked whether he thinks all jewelry in the future will be gender-neutral, Arnault reflects. Certain collections, like Tiffany’s HardWear, were originally intended for women, “but you see a lot of men wearing it now,” he says.
Conversely, more women wear jewelry created with men in mind. “Last summer we launched a range of engagement rings for men—diamond rings that were meant to be more masculine, more suitable for a man’s finger,” Arnault remembers. At once a woman in his office at Tiffany bought into the design, and Arnault confesses: “I see it on her hand every single day.”
That said, the 30-year-old executive has his eye on the main events, saying “I don’t expect our high-jewelry clients to be men anytime soon—it is still very feminine, and at the moment, 100 percent of those clients are women.”
