High luxury marque Tiffany & Co. recently announced the global launch of its Tiffany Lock collection. Tiffany & Co. celebrated the global launch with a new campaign starring Brand Ambassador Rosé
The new Tiffany Lock campaign features K-pop superstar Rosé from girl group Blackpink. The Tiffany & Co. House ambassador is styled in sparkling diamond Lock bangles that highlight the versatility of the designs and the powerful style statement each design makes. Rosé has continued to embody the modern Tiffany & Co. woman and brings an energy that is aligned with the ethos of Tiffany Lock. Rosé, together with the male talent featured in the new Lock campaign, captures the inclusive spirit of Tiffany’s first all-gender jewellery collection.
Expanding on the current offering of Lock bangles that debuted in the US in September 2022, the global launch brings an array of rings, earrings, and pendants in rose gold to the brand with multiple colourways. Signalling a new expression of design and craftsmanship, the Lock collection pays homage to the jeweller’s illustrious heritage while introducing the latest innovation to the bangle: an elegant swivelling mechanism that allows the designs to open and close. Distinctive and modern, Tiffany Lock is a bold visual statement about the personal bonds with others – and how these bonds inform who we are. The collection debuted with four all-gender bracelets.
“No rules. All welcome.” is the spirit behind the new Tiffany Lock collection; the 18k yellow and rose gold bracelets are designed for everyone. Re-envisioning the idea of a padlock, an important motif from The Tiffany Archives, the collection transforms it into an audacious symbol of togetherness and inclusivity. Available with diamonds or in metal-only styles, the clasp features an innovative swivelling mechanism that echoes the functionality of a padlock.
In the 1870s, Tiffany created padlocks that were designed to protect private information in books or secure dog collars. A decade later, Tiffany sold a variety of jewellery that incorporated a padlock. The Tiffany Archives contain an 1881 Blue Book sales catalogue that features gold bracelets with padlock clasps, as well as a padlock brooch dating from 1883.
During the mid-century, they began to adopt an aesthetic purpose as everything from key rings, money clips, brooches and necklaces featured design elements evoking padlocks. Tiffany reintroduced padlocks with jewellery inspired by the motif in the ’90s. The first design was the “Heart and Key” pendant that debuted in 1990, a silver heart-shaped padlock that featured a gold keyhole and accompanying gold key.
The past 20 years have brought about new takes on the padlock motif with Return to Tiffany jewellery featuring the familiar lock-inspired shapes. Recent designs from Tiffany HardWear offer a contemporary take on the motif.
Today, the new Tiffany Lock collection brings everything full circle. With a closure that clicks in place like a real padlock, Tiffany Lock elegantly combines both form and function as it pays tribute to an important symbol of Tiffany & Co.
