Tiffany & Co. Reboots Men’s Watches with the Tiffany Timer
Since taking over Tiffany & Co. in 2020, LVMH has gradually revamped the American jeweller, starting with its retail stores and jewellery. The reboot of its watchmaking division has proceeded more slowly, and with jewelled ladies’ watches first. Now Tiffany & Co. has finally turned to men’s watches with the Tiffany Timer, a chronograph powered by the Zenith El Primero 400 movement. With a dial lacquered in Tiffany’s trademark blue, the Tiffany Timer is easily recognisable. And on the back, the movement gets a hand-engraved, solid gold “Bird on a Rock” on the rotor. The Tiffany Timer is a promising start, but the jeweller clearly still has a long way to go to compete with its rivals, or even luxury marques like Louis Vuitton and Chanel. Initial thoughts The Tiffany Timer has a few things in its favour, but isn’t quite good enough. The design is classical and appealing, though a little generic. Granted, the dial might seem a bit much, but for a small-run edition it makes sense. The baguette diamond indices on the Tiffany Blue dial are a nice touch, as is the “Bird on the Rock” on the rotor; both add a touch of luxe to the watch. The El Primero adds horological credibility, but only up to a degree. The El Primero is a historical movement with many strengths, but the El Primero isn’t quite high-end enough for a watch of this price. It would make more sense in an affordable, steel version of the Tiffany Timer that is presumably in the works. All in all the Tif...
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