1. © Katharina Babczynski, Adrien Coquelin,
Isabeau Haelterman, Varun Jagger, Etienne
Martin, Ruchi Verma

2. Table of Contents
PART I
I. History of Tiffany & Co.
II. The Brand Concept
III. Brand Elements, Prism & Platform
IV. Target Consumer
V. Luxury Watches Attributes
VI. Luxury Watch Industry Analysis
VII. Tiffany‘s Positioning in the Watch
Market
Positioning
SWOT
PESTEL
Porter
VIII.Argumentation
PART II
I. The New Tiffany & Co. Watch
Concept & Strategy
II. Positioning
III. Segmentation & Objectives
IV. 4 P‘s
V. Conclusion
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3. 1837
Costume Jewelry
1848
French crown jewels
1867
Silver sterling standard
1878
The Tiffany Diamond
1878
Tiffany Blue & Blue Book
1886
The Tiffany Setting
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4. II. The Brand Concept
For more than 175 years Tiffany & Co. has been creating the most
glamorous jewels the world has ever seen, in the heart of New York
City.
Craftsmanship Exclusive gems Social responsibility
4

5. III. Brand Elements
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6. Personality
Culture
Self image
Physique
Relationship
Reflection
Gemstones
Silver Sterling
Classic
Fifth Avenue
Elegant
Classy
Sophisticated
Feminine
Manhattan
Craftsmanship
Social responsibility
Romance
Gifting
Affluent
Traditional
Loved
Fortunate
Youthful
Happy
Reliable
Accessible
Tiffany experience
(trained sales-force)
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7. III. Brand Platform
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Vision: Create precious jewelry pieces
according to excellent craftsmanship and
social responsibility
Mission: Amazing and extraordinary pieces
Personality: Chic & elegant woman (mother
& daughter) with romantic touch
Values: Unique, timeless (forever), quality
Positioning: One-of-a-kind jewelry that is valuable through precious
stones combined with gifting for romantic occasions (emotions)
Target: Affluent independent female with sense of style - looking for
their “Best friend”, Men as gift buyers for special occasions
Ambition: Synonym (top of mind) for jewelry (especially for
rings and jewels)
Signature: Spirit of the successful New Yorker Upper East side woman

8. 25-50 years old Female & Male
Focus on relationships, especially romantic
(Engagement, wedding)
Gift-Buyers / Gift-Receivers
Affluent self-buyers
Men as primary purchasers
IV. Target Consumer
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9. V. Luxury Watch Attributes
• Marked by excellence in quality and craftsmanship that
don’t just measure time but are based on long lasting
values, evoke emotions by storytelling and enhanced with
technical virtuosity and stylistic inventiveness
Price Range : 3,000€ – 500,000€ +
Craftsmanship Quality Know how Design Innovation
Brand
perception
History /
Tradition
Swiss Made
Precision
Maison

10. VI. Luxury Watch Industry Analysis
Richemont SA led conglomerates
with more than 13% growth of its
watch brands (Cartier Ballon Bleu)
24% drop in global interest
for Tiffany & Co. Watches
Global Growth Rate 5.7% (2013)
7.5% for Women Led by China, India
& Russia (+33%)
Watch & Jewelry
segment grew by 13%
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Haute Horology was
the fastest growing
category in luxury
+13,6%

11. VII. Tiffany’s Positioning in the
Watch Market
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12. VII. SWOT
Strengths
• Strong sourcing and manufacturing
capabilities
• Broad jewelry product range
• Strong brand presence in direct selling
,US market
• “Tiffany Experience”
Weaknesses
• Declining profitability
• Weak retail presence in Latin America
& Middle East
• No watch making know-
how/craftsmanship
• Unsuccessful launches of watches
Opportunities
• 13% Growth rate for luxury jewelry &
watch segment
• Strong demand of women's watches
• Working with independent watch maker
to re-establish watches (Learning)
• Increasing demand for luxury in the
emerging markets (China)
Threats
• Fierce competition in luxury watch
market (conglomerates &
independents)
• New entrants from designer apparel
brands: Michael Kors, Gucci,...)
• Intense competition pressurizes
margins
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13. Anti-corruption law in China
Overall growth of the watch market 5.7%; fluctuations in
commodity pricing
Importance of Social Media, Instagram (Not in top 15
brands, less than 1.7% of all searches)
Digital multifunctional watches (Apple); Luxury watches
rely less on technology and more on craftsmanship
Extraction of jewels, raw materials, environmental
concerns
Swatch dispute ($450 Million USD of cost)
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14. VII. Porter’s 5 Forces
Expansion of watch collections of other
makers into our segment.
Apple Watch, straight jewelry (bracelets).
Suppliers of components being bought by large
groups (Swatch)
Conglomerates able to decide to whom they sell, in
what quantities, and at what prices (selling power)
Buying power of luxury consumers is growing,
along with the overall number of luxury consumers
Internet playing an increasingly important role
(buyer choice, education)
Luxury watches must be able to differentiate
themselves from the competition, (technical
expertise, design, pricing)
Watches & Jewelry Segment
New entrants Substitute products
Rivalry among
competitors
Suppliers Buyers
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15. VIII. Arguments
Increase revenues in a constantly growing segment
Create Brand awareness in watch segment while
cementing its position as a true competitor in the luxury
watch market
Putting a passion for design, diamonds and gems in
perspective with growing desire for simplicity and classic
elegance
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16. Part II
I. The new Tiffany & Co. watch concept & strategy
II. Segmentation
III. Positioning & Objectives
IV. 4 P‘s
i. Product
ii. Price
iii. Place
iv. Promotion
V. Conclusion
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17. I. Concept
Focus on Tiffany’s DNA & Strengths
Watches only for women
Look like pieces of jewelry
Created in 50-50 Joint Venture with a partner
organization
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18. • Leading group in industry
• House of brands managing
successfully large portfolio
• Current partner of Ralph Lauren
• Large resources & knowledge to be
shared
• High horology & high jewelry
expertise
• Owns direct competitors of Tiffany
(Cartier, VCA)
• Wide range of price points
• Lower possible start price for new
collection
• Higher risk of espionage
• Probably no difference to customer
when associated with
• Recognized watch brand in luxury
market (increases value of watches)
• Old partner of Tiffany
• High horology expertise
• Lower risk of espionage
• Already a partner of Chanel
(successful women's watches in
same segment)
• Sales boost possible with AP brand
on promotions
• Smaller resources
• Prices start at 6000€ with quartz
• Higher start price for new Tiffany
collection
I. Concept
Joint Venture
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19. • Segmentation: Independent women who desire to feel
special. Pamper themselves and are pampered by the
spouse.
• Quantitative: Outperform the watch market growth rate year-
on-year
• Qualitative: Become the most coveted watch brand for women
II. Segmentation & Objectives
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20. III. Tiffany‘s New Positioning in the
Watch Market
Tiffany’s watch is the only mechanical women’s watch that
combines excellence in watch craftsmanship with elegant jewelry
design.
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21. III. Tiffany‘s New Positioning in the
Watch Market
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22. IV. 4 P’s: Product
Tiffany T
Collection
Jewelry
Collection
Blue
Book
Collection
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23. IV. 4 P’s: Product
Tiffany T Collection
Automatic COSC Movements
28-36mm Cases
Stainless Steel Cases
Stainless Steel and Suede
bracelets
Jewelry (diamonds or gold)
3.000€ - 10.000€
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24. Manual COSC movements
Cases 28-36mm
Precious metal Cases
Precious metal and
leather bracelets
Precious gems
Prices: 10-000€ - 50.000€
IV. 4 P’s: Product
Jewelry Collection
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25. The Blue Book Collection
Very limited editions
Flagship products for the brand
Precious materials
Used to increase awareness
Price > 300.000€
IV. 4 P’s: Product
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26. IV. 4 P’s: Place
Own Tiffany & Co. stores
Online store, for the Tiffany T Collection
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27. IV. 4 P’s: Promotion
Objectives: increase awareness (buzz) and
highlight the core values of the brand
Above the line:
Print, OOH (Caps) & TV ads
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28. IV. 4 P’s: Promotion
Below the line:
Events (B2B, B2C): Kick-off New York (Red Carpet Event), Press
“Breakfast at Tiffany”
Watch Fairs: Baselworld, SIHH
Sponsoring: Sports (Timekeeper), Olympic Games, Society
Events
Movie Product Placements
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29. IV. 4 P’s: Promotion
“Tiffany Hunt”: Tiny Tiffany boxes placed through big cities the night
before the launch. Winner receives a Tiffany watch
App competition: design a watch on the app and post on
Instagram. Most ‘liked’ watch gets made and is gifted for
Valentine’s Day
Social Media: Videos, Pictures, exclusive insights
Issued in magazines with ads. Allows users to
visualize the watch on them
https://www.youtube.com/watch?v=m9oeAlOY4Vs
Social
Media
Augmente
d Reality
Guerilla

30. IV. 4 P’s: Promotion
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31. V. Conclusion
Based on growing watch market (especially women’s) we are
launching a new collection
Very design focused with strong links to Tiffany’s current
collections to keep the core values and DNA of the brand
Target gift-givers and self-buyers (same as Tiffany’s jewelry)
Expanding in watch segment while combining jewelry as
Tiffany’s Core value with watch attributes (USP)
Partnering with a very experienced group in the market to get
the know-how and experience of watch-making
Resources for jewelry (watches) taken from Tiffany’s
experience in precious stones
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32. Thank you for your attention!
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