Tiffany & Co.: With augmented reality, you can now wear the world's most famous diamond yourself.

Alexandre Arnault has experienced a lot in 18 months. Since joining Tiffany last January, when LVMH acquired the 185-year-old New York jeweler, there have been many eye-popping, zeitgeist-capturing moments.

From Jay-Z and Beyoncé's "About Love" campaign (with Jean-Michel Basquiat's 1982 masterpiece "Equals Pi" in the background), to collaborating with Supreme, to launching one of the most coveted watches in the world-the blue one "Nautilus" by Patek Philippe Tiffany, as seen on the wrists of Leonardo DiCaprio and LeBron James-the brief was to keep Tiffany present and usher in a new era of groundbreaking innovation.

The life of the vice chairman of the brand's product and communications department has also been busy on the private front. Last year, Arnault married accessories designer Géraldine Guyot, first in Paris and then in Venice, in a star-studded ceremony also attended by the Carters, Pharrell Williams, and Kanye West.


Alexandre Arnault on the new concept of jeweller Tiffany & Co.

By nature, jewelry brands are traditional businesses that promote their products on important gift-giving occasions such as Christmas, Mother's Day and Valentine's Day. Arnault and Anthony Ledru, President and CEO of Tiffany, strongly disagree with this approach.

The reason for introducing a fast-paced communications strategy that's more in line with a start-up is simple, says the tech-savvy 30-year-old. With consumer attention directed in more directions and across more platforms than ever before, brand success in the 21st century is critical.

century, it is essential to gain and keep this attention. "We need to be present at many more events and in many more places to stay relevant and present in our time," said Arnault, the third eldest child of LVMH Chairman and CEO Bernard Arnault.

Alexandre Arnault on the new concept of jeweller Tiffany & Co.

Tiffany & Co. needs to be ahead of its time.

It is indeed a line from the LVMH playbook and something Arnault has already implemented as CEO of Rimowa. He managed to fuel the luggage brand's exponential growth while making it hip with a series of collaborations with artists like Supreme and Off-White's Virgil Abloh.

He says innovation is even more important in his new role because "to be Tiffany, to be American and to be the essence and epitome of modernity" means being ahead of the (luxury) game.

The brand upgrade is another key factor in Tiffany's new strategy. While Tiffany will continue to make best-sellers like Elsa Peretti's iconic "Open Heart" pendant, Arnault wants to emphasize Tiffany's heritage of creating high-quality jewelry even more.

It's no coincidence that the iconic 128-carat Tiffany diamond, first unveiled by company founder Charles Lewis Tiffany in 1878, was worn by Beyoncé in last year's ad campaign. "We wanted to remind people that we have the best stones and the best craftsmanship and that we have it all in our company," he says.


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