Tiffany & Co.'s New Time Objects: Key Findings
Quick listen: Tiffany & Co. reinvents luxury clocks through storytelling and design — in under 2 minutes.
Luxury clocks just got a radical makeover.
Tiffany & Co. elevates its Time Objects line with two standout creations: the Black Edition “Time for Speed Clock” and the diamond-set “Tiffany Airways” clock.
@bethanybluebox Tiffany & Co. has been crafting stunning timepieces since the 19th century, mixing Swiss precision with iconic style. Watches, clocks, and a whole lot of luxury ⏱️ #tiffanyco#tiffanyclock#tiffanycar#tiffanywatch#tiffanytimepiece♬ original sound - skingasm
The jewelry brand continues to turn functional clocks into kinetic art, blending watchmaking with imaginative design.
The Time for Speed Clock is a glossy black reinterpretation of Tiffany’s race car-inspired clock that pays tribute to both automotive style and fine watchmaking.
Priced at $48,000, its aluminum chassis features a Tiffany Blue® “57” on the hood.
It’s powered by a handcrafted L’Epée 1839 movement that runs for eight days on a single wind.
Winding the clock is as playful as it is practical by rolling the car backward on its rubber tires to engage the mechanism.
Meanwhile, the Tiffany Airways Diamond Edition takes to the skies with 511 round brilliant diamonds totaling 4.5 carats set into its stainless-steel body.
With a price tag of $75,000, the airplane-shaped timepiece displays hours and minutes through rotating disks in the cockpit and is wound by spinning its propeller.
The design includes a stand with a clasp that creates the illusion of takeoff, combining artistry with interactive functionality.
These distinctive pieces aren’t novelties but part of a broader horological rebirth.
As Nicolas Beau, Tiffany’s vice president of horology, puts it:
“What we are doing now is merging the two together, making watches based on jewellery, rather than based on the watch market.”
In an interview with Financial Times, CEO Anthony Ledru emphasized all watch launches must reflect Tiffany’s jewelry heritage, since jewelry already drives over 95% of the brand’s revenue.
Storytelling, Heritage, Craftsmanship
Launched in 2022, the Time Objects line reflects Tiffany’s playful spirit and craftsmanship in both jewelry and horology.
From the Tiffany Taxi to the racecar clock, each piece reflects a product design approach that turns familiar forms into luxury collectibles.
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The latest pieces show how Tiffany builds narrative into design, appealing to collectors and design fans.
For luxury brands, it’s a case study in using heritage and creativity to spark emotion and justify premium value.
Our Take: Can Playfulness Drive Premium Value?
I see Tiffany & Co.’s approach as proof that luxury can thrive on imagination without sacrificing prestige.
The brand sells more than clocks, offering stories that make each object memorable and collectible.
Some people might balk at the idea of spending tens of thousands on a diamond-studded airplane or a racecar clock, and I get that.
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But I believe Tiffany positions its clocks as expressions of emotion, identity, and cultural value, with utility taking a backseat.
Another bold example of how brands merge creativity with consumer culture comes from E.l.f., which puts overpriced makeup on trial with Heidi N Closet and Matt Rife.
Want your products to spark curiosity, not just sales? These agencies help luxury brands tell stories that drive value long after purchase.
