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Tiffany & Co.'s 'Gravity-Defying' Diamond: Innovation and Market Implications

Writer's picture: Team WrittenTeam Written

In May 2024, Tiffany & Co. unveiled its groundbreaking Titan SettingĀ as part of the Tiffany Titan by Pharrell Williams Collection. This innovative design blends cutting-edge technology with aesthetic appeal, featuring a "gravity-defying" diamond that creates the illusion of floating above the jewelry piece.


The Titan Setting's centerpiece is its ability to create the illusion of a diamond floating in mid-air. This effect is achieved using a micro-groove technique paired with Tiffany's proprietary FloatingĀ® Platform. The micro-groove is a precision-engineered channel around the underside of the diamond that secures the stone without visible prongs or bezels.


Creating the gravity-defying effect requires over 2,000 hours of meticulous craftsmanship, during which artisans individually set more than 75 carats of diamonds and 10 round pink sapphires by hand. This process exemplifies Tiffany's commitment to precision and excellence.


Tiffany & Co.'s introduction of the Titan SettingĀ holds significant implications for the jewelry industry, particularly in innovation, consumer preferences, and branding.


Combining the quality, brilliance, and craftsmanship of the brandā€™s diamonds with the collaboration with Pharrell Williams further strengthens the appeal of the collection, adding cultural relevance and broadening its market reach.


Tiffanyā€™s commitment to pushing design boundaries while preserving its legacy of craftsmanship and luxury ensures the brand will continue to shape the diamond and jewelry industry for years to come.





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