Nicola Andreatta: "Tiffany & Co. Interprets Luxury Differently"

On The Past And The Future As A Watchmark

Who wants to dive into the world of the mechanical watch, do not immediately think of Tiffany & Co.. Rather, the brand is combined with ladies’ jewelery-from the bracelet to the multi-ring for the ring finger. But did you know, for example, that there was a partnership between Tiffany & Co. and the luxury manufac-turer Patek Philippe? To learn more about the watches of Tiffany & Co., Melanie Feist, responsible online editor of Watchtime.net spoke with Nicola Andreatta, Managing Director of the Watch Department of Tiffany&Co..
Watchtime.Net: Tiffany & Co. Is Best Known For Its Jewelry, Watches Are Not Immediately Thought. How Come?
Nicola Andreatta: This is a European phenomenon. It is probably because Tiffany & Co. is an American company founded in New York. Americans know the history of Tiffany & Co. and their watches. In addition to America, Paris and London were also two important locations. At the end of the 19th century, for example, the first hand-crafted pocket and brooch watches were sold in Paris.
Watchtime.Net: What Did The Early Watches From Tiffany & Co. Impress?
Nicola Andreatta: Tiffany & Co. also wrote in watch world history, although watches were not the focus of the brand for a long time. The first stopwatch in the USA came from Tiffany & Co in 1868. A partnership with Patek Philippe was entered in 1854 and became the only seller of Patek Philippe watches in the USA. Around 18 years later, the first Tiffany workshop opened in 1876 and was also one of the first manufactories in the center of Geneva. In 1903 the Tiffany-Gemmologist George Kunz developed the luminous color. Numerous patents have also been registered for indicator settings, anchor inhibitions and regulator displays.
Watchtime.Net: What Movements Does Tiffany & Co Use?
Nicola Andreatta:In recent years the term “manufacture” has been used by many brands for marketing purposes only. Even 70 years ago, many small companies were located in Switzerland, which produced individual components for watches. To be sure, this is still true today. Each company has special skills and can make certain parts particularly well. If you produce yourself, you will be able to reach certain limits quickly with its technology. We choose our suppliers depending on what exactly we need. Simple clocks, for example, for three-hour watches, Tiffany&Co. from Sellita. The caliber SW 200 uses numerous watchmakers. For this work we also buy special modules from Dubois-Dépraz, our chronograph caliber comes from La Joux-Perret. We also use Concepto-Werke and Ronda supplies the quartz calibers. For the new watch model, which we will present at the end of 2017, Tiffany works with Soprod.
Watchtime.Net: How Many Watches Does Tiffany&Co. Produce Each Year?
Nicola Andreatta: We produce between 10,000 and 20,000 watches a year and the numbers are rising steadily. Since March 2016, we have been assembling the watches ourselves-at our location in the southern part of Switzerland, in the Canton of Ticino.
Watchtime.Net: How Many Watchmakers Do You Employ?
Nicola Andreatta: It’s a small team. The idea is to get back to the manufactory clock. That is why at the end of this year we will present a first in-house caliber.
Watchtime.net: Can you tell more about this?
Nicola Andreatta: It is a very shallow hand-held caliber, which will have its first appearance in an elegant watch. On the occasion of the 180th anniversary of Tiffany & Co., we will launch the factory in a limited edition.
Watchtime.Net: How Expensive Are The Watches From Tiffany & Co.?
Nicola Andreatta: In Europe the starting price is 3,000 euros. The icon of our house is the Atlas Collection. These models are tailored to very young customers who have not had any touch points with Tiffany watch making world and who want to keep their money open for financial investment.
Watchtime.Net: What Makes Tiffany&Co. Stand Out From Other Watch Brands?
Nicola Andreatta: Tiffany & Co. interprets luxury differently. We call it democratic luxury. Tiffany’s customer base is made up of very young people, but also of customers with immense life experience. This is typically American and firmly anchored in corporate culture. Anyone entering a Tiffany store feels instantly appreciated. Our connection to Switzerland and to New York is something unique-both are noted on the dials. The design is also special: American design is characterized by clear lines and the subtle use of materials. The readability is also very important. With regard to the new Swiss-Made rules, Tiffany is even one step further and takes 100 percent of the components from Switzerland. However, Tiffany watches are not bought because all they buy.