Tiffany’s Blue Book debut in Beijing taps Chinese culture

Tiffany & Co. introduced its latest Blue Book Fall collection, Tiffany Céleste 2024, in China on October 18 at an exclusive event in the capital, Beijing. The newly opened Mandarin Oriental Qianmen hotel, inspired by Beijing’s traditional hutong architecture, provided a glamorous backdrop for showcasing the new high-jewelry pieces, conjuring an evocative blend of East and West. Located just a short distance from where Tiffany made its first foray into the Chinese market in 2001, at The Peninsula Beijing, the event underscores the jeweler’s deepening emotional connection to the Chinese market. Several motifs in the collection, such as the phoenix and peacock designs, resonate deeply with Chinese culture, enhancing their appeal to luxury buyers. Cosmic inspiration The Fall edition marks the third and final seasonal installment of the 2024 Blue Book. Following last year’s aquatic-themed Out of the Blue collection, Tiffany Céleste draws inspiration from the cosmic fascination of legendary Tiffany designer, Jean Schlumberger. “In contrast with the sea, the stars provided a new lens to rediscover the extent of Jean Schlumberger’s fantasy world. The new collection traverses all that adorns the skies, as well as that which exists far beyond them,” says Nathalie Verdeille, Tiffany’s Chief Artistic Officer for Jewelry and High Jewelry, regarding her second Blue Book collection since joining the brand in 2021. Since its inaugural release in 1845, Tiffany’s Blue Book has showcased the house’s most exquisite craftsmanship. As Tiffany & Co. seeks to position itself at the top end of the market, the Blue Book serves as a powerful vehicle for celebrating the jeweler’s legacy of innovation and luxury, while also connecting with discerning buyers globally through its curated showcases in key markets like China. Under Verdeille’s creative direction, the Blue Book collection has been invigorated by drawing exclusively from Schlumberger’s repertoire of Tiffany high jewelry designs and archival sketches, reimagining his inspirations with her own contemporary flourish. Cultural connections The Fall collection introduces four new themes: Owl on a Rock, Phoenix, Unicorn, and Star Burst. Among these, Owl on a Rock is a nocturnal evolution of Schlumberger’s famous Bird on a Rock, a frequent source of inspiration for Verdeille. The owl-themed pieces feature a jewel-encrusted owl perched on black opal, moonstone, tanzanite or star sapphire. The Phoenix chapter particularly resonated with Chinese jewelry enthusiasts. This powerful symbol of rebirth in Chinese culture is artfully rendered using black opal, sapphires, tsavorites and diamonds. Tiffany Céleste comprises 13 distinct themes across its three editions. The Beijing event also highlighted jewelry from the Spring and Summer editions, including the Peacock, traditionally associated with nobility in China. A standout Peacock necklace features 17 cushion-cut tanzanites totaling over 108 carats. Another necklace from the Ray of Light collection can be transformed into a tiara, reflecting the current trend for multifunctional high jewelry. Showcasing Tiffany’s expansion into the realm of high watchmaking, the new Jean Schlumberger by Tiffany watches were also on display. This 187-year-old house’s recent evolution takes its jewelry expertise and fine watchmaking craftsmanship in an innovative new direction. Classic Tiffany jewelry motifs – such as birds and fish – have evolved into a collection of elaborate timepieces, like Bird on a Flying Tourbillon, which features birds and colored gems orbiting around the clock face. East meets West Each seasonal Blue Book launch is marked by high-profile international events to showcase the jewels, with stops this year including Beverly Hills and Beijing. China has become a significant market for Tiffany & Co, especially at the high end where jewelry sales are proving less susceptible to economic downturns. Last Fall, the 2023 Blue Book had its global debut in Shanghai, where Tiffany operates seven stores and a Blue Box Café. The poetic Bird on a Pearl display that illuminated the Shanghai skyline and the sophisticated hutong setting this year in Beijing exemplify Tiffany’s blend of contemporary design presented through a local lens. This approach extends to its expanding physical footprint in China. The brand recently opened and reopened boutiques in Xiamen, Qingdao, Fuzhou, Shenzhen, Nanjing and Hangzhou. With modern designs inspired by each destination and featured art from global and Chinese artists, the stores offer an upgraded customer service experience and array of personalized services. These efforts reflect Tiffany’s sharpened approach to the Chinese market. By enhancing retail experiences and curating events that deeply resonate with local consumers, Tiffany is strategically positioning itself within China’s evolving luxury landscape. As competition intensifies, Tiffany’s ability to blend tradition with contemporary flair — and add a touch of cosmic sparkle — could prove essential to its continued success in this key market.

Tiffany’s Blue Book debut in Beijing taps Chinese culture

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Published October 24, 2024

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Tiffany’s Blue Book debut in Beijing taps Chinese culture