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  • Writer's pictureMarc Jenni

Bye bye Tiffany & Co.

Location: St-Sulpice, Vaud, Switzerland

Date: Mai 23, 2008


On December 2, 2007, the Swatch Group Ltd. and Tiffany & Co. announced a strategic alliance to further the development, production and worldwide distribution of TIFFANY & CO. brand watches.


This was the moment - I just turned 30 couple of months before and celebrated my 10 years anniversary with the company - to explore new challenges. It didn't take long to decide to pursue an independent way by founding my own company together with Vicente Mafé.


Sadly I had to say goodbye to the best team I've seen in a while. Good luck to everyone!



As an epilogue to the story; on September 12, 2011, Swatch Group has ended its alliance with Tiffany & Co. New York, accusing the high-end U.S. jeweler of undercutting efforts to promote the watches sold in their joint venture.


The strategic alliance, signed for an initial term of 20 years, was meant to boost the development, production and worldwide distribution of Tiffany branded watches, and several watch collections had since been launched.

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