NEW CAMPAIGN CELEBRATING 130 YEARS OF TIFFANY® SETTING.
Tiffany & Co. reveals for the first time the secrets of the making of its mythical engagement ring. These dazzling mysteries of unsuspected treasures will be revealed at the launch of a 2016 campaign called “I will” in English and which will be translated as “Je m’engage” in French.
For the first time in the New York jeweler’s long history, Tiffany & Co. is highlighting the artisans at work in the making of its iconic engagement ring. This new campaign vividly illustrates why the Tiffany® Setting – the global symbol of love and marriage – exists and can only exist at Tiffany & Co.
“When Charles Tiffany conceived the Tiffany® Setting in 1886, the great inventor not only created what would become the universal symbol of true love, he also presented the fruit of a unique heritage, based on exceptional know-how. This virtuosity took the form of a completely new setting, consisting of six platinum claws, which elevated the diamond from the ring: a first in the thousand-year history of jewelry! This elevation gives the brilliant-cut stone an incomparable fire. The design of this ring, of absolute purity, was an immediate success thanks to the emotion that only timeless masterpieces are capable of sharing. says Caroline Naggiar, Chief Marketing Officer at Tiffany & Co. “What better way to celebrate the 130th anniversary of this ring than to honor its artisans.
This campaign highlights the testimony of the craftsmen who cut, polish and make each ring by hand, thus perpetuating, with patience and passion, a know-how of excellence, unparalleled in the world for 130 years.
By emphasizing Tiffany & Co.’s meticulous workmanship and unsurpassed quality standards, the jeweler reminds brides (and their future spouses) that the House discards 99.96% of the diamonds in the world. These exceptional standards go beyond the usual 4 C’s and include an exclusive 5th criterion: “presence” which influences the brilliance, sparkle and fire of diamonds.
The campaign, entitled “I will” in English and “Je m’engage” in French, quotes the House’s artisans. These experts simply proclaim their immense pride in being able to execute the iconic engagement ring, which can take nearly a year to complete.
– ” I am committed to rejecting 99.96% of the world’s finest diamonds because there is a difference between quality and Tiffany quality.” – Melvyn Kirtley, Chief Gemologist
– “I am committed to setting each diamond with such precision that it will seem to fly over its setting. Just as we’ve been doing for 130 years.” – Tomasz Dziwura, Setter
– “I pledge to polish to perfection the first 56 facets of a diamond, but to consider it a failure if the 57th has less sparkle.” – Jorge Jimenez, Polisher
The “I will” / “Je m’engage” campaign is a follow-up to the 2015 “Will you?” / “Dis-moi oui” campaign, which exposed modern couples opening a new chapter in their love lives. Both campaigns were created in New York with Ogilvy & Mather, the advertising agency of Tiffany & Co. The images will appear in print media as well as on digital platforms.
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