Tiffany's new strategy is paying off. In 2025, the company focused on expanding its core collections, introducing new designs in the Tiffany T, Lock, HardWear, and Knot lines. The brand's development strategy focuses on dynamically developing best-selling collections and attracting customers from both the middle class and luxury segments. The revitalization of iconic lines aimed to strengthen Tiffany's position in the global jewelry market.
LVMH reported that sales in its watches and jewelry division remained stable in the first half of 2025. Tiffany's iconic collections performed particularly well, although overall jewelry sales growth was offset by a decline in watch sales. Additionally, ongoing boutique renovations and communication efforts impacted the profitability of the watches and jewelry division.
New models in Tiffany collections include more delicate versions of Lock bracelets, massive gold HardWear necklaces, and subtle rings from the T. collection. The Knot collection didn't receive any new models in 2025, but it was heavily promoted as a symbol of lasting relationships and elegant design, highlighting Tiffany's mastery of jewelry. The brand boldly invests in modern design without losing its identity, recognizable across generations. All of this aligns with its strategy of gradually refreshing its aesthetic without breaking with its heritage.
LVMH , owner of Tiffany & Co., is the world's largest luxury goods company. Its portfolio includes brands such as Louis Vuitton, Dior, Bvlgari, and Hublot. Tiffany's inclusion in the group was strategic: it strengthened its position in the high-end jewelry category and increased its involvement in the American market.
Tiffany & Co. today balances prestige and accessibility, evident not only in its pricing but also in its communication and design. This approach attracts both loyal customers and new generations – particularly millennials and Gen Z – for whom luxury is not just about status but also personal expression.
Source: press.tiffany.com (Tiffany & Co. – "Latest News & Press Releases" and "Collections" sections)
