Editors

Tiffany’s ‘Lock’ Bangle May Be Its Answer to Cartier’s ‘Love’ Bracelet

EditorsAug 16, 2022

Tiffany’s ‘Lock’ Bangle May Be Its Answer to Cartier’s ‘Love’ Bracelet

The unisex style succeeds in several ways while saying a lot about what’s trending in jewelry, writes Senior Editor, Fashion, Ashley Davis.

20220816_Tiffany1.jpg
Tiffany & Co. has unveiled its new “Lock” collection, comprising eight bangle styles. (Image courtesy of Tiffany & Co.)
Since LVMH acquired the brand in early 2021, Tiffany & Co. has been throwing ideas at the wall and seeing what sticks. 

A Patek Philippe watch with a Tiffany blue dial, an ad campaign starring Beyoncé and Jay-Z, cryptocurrency marketing ploys, and actual NFTs and NFT-inspired pendants are just some of the American jeweler’s recent buzzy moments meant to raise its profile and recruit a younger customer. 

It’s seemingly paid off for LVMH, which noted Tiffany had a “record performance” in 2021.

In terms of actual jewelry, however, there hasn’t been much news of note, until now. 
 
A brand-new style looks cut out to be a house mainstay. It’s perhaps the stickiest—if you will—of all Tiffany’s recent projects in its busy LVMH era.

20220816_Tiffany2.jpg
Mario Sorrenti and Raymond Meier shot the campaign starring model Imaan Hammam and skateboarder Tyshawn Jones. Here, both wear Lock bracelets, which are intended to be genderless. (Image courtesy of Tiffany & Co.)
 
The “Lock Bangle” is a unisex style advertised as such. The brand’s initial campaign, shot by Mario Sorrenti and Raymond Meier, features model Imaan Hammam and skateboarder Tyshawn Jones, both donning the bangles alongside other Tiffany jewels.  
 
The bangle’s website description emphasizes its gender neutrality above all else. It begins: “No rules. All welcome. Inspired by the power of togetherness and inclusivity …”.
 
The attitude is in line with Gen-Z’s eclectic and maximalist approach to jewelry, in which men accessorize with styles previously relegated to women (think of the borderline millennial/Gen-Z fashion icons Timothée Chalamet and Harry Styles) and echoes brands like Messika that previously introduced genderless offerings. 

Aside from appealing to just about anyone with its inclusive message, the Tiffany Lock Bangle has much in common with the cult-favorite Cartier Love Bracelet (Cartier is owned by LVMH rival Richemont) and is seemingly poised to compete with it.
 
 Related stories will be right here … 
 
Both rely on non-traditional closures, with Cartier requiring a small screwdriver to open and close its bracelet, while Tiffany’s version features a mechanism that is pulled apart and swivels fully open. 
 
Tiffany says the inspiration for the Lock collection is its functional padlock motif launched in the mid-20th century. It brings to mind other utilitarian and inventive closures, particularly from independent designers who have usurped the major jewelers in terms of dictating current jewelry trends, like Marla Aaron’s carabiner-style lock, and even Nouvel Heritage’s creative bangle closure based on a navel piercing. 
 
Though all these styles are removable, Tiffany and Cartier’s unorthodox closures make them feel more secure than the average bracelet, similar to the permanent jewelry trend as well.

20220816_Tiffany3.jpg
Tiffany Lock bangle in 18-karat rose and white gold with diamonds (Image courtesy of Tiffany & Co.)
 
Indeed, Tiffany mentions that its new style represents “the personal bonds that make us who we are,” imbuing the style with an air of commitment, much like the permanent jewelry found at New York City-headquartered Catbird.
 
Regardless of influence overlap, Tiffany does a good job of fitting the new Lock style into the bold aesthetic it’s shown successfully in recent years, as in its HardWear collection, for example.

A telltale indicator that the new Lock is Tiffany’s answer to Cartier’s Love, however, more than anything else, is the price point. A standard Tiffany Lock bracelet in 18-karat gold retails for $6,800, while a classic weight Cartier Love bracelet sells for $6,900.

20220816_Tiffany4.jpg
The entry-level Tiffany Lock bangle is an 18-karat gold version without diamonds, which retails for $6,800. It’s available in yellow, rose, or white gold. (Image courtesy of Tiffany & Co.)
 
Cartier has some more delicate iterations as well as diamond-laden versions, with its full Love bracelet price range starting at $1,790 and ending at $62,000.
 
Tiffany is launching its Lock collection in stores and online this month with four initial versions. There’s the all-gold for $6,800, a version with 0.31 carats of flush-set diamonds for $9,500, a half-pavé edition with 1.2 carats of diamonds available for $13,000, and a full-pavé version with 4.99 carats for $32,000.

The company said there will be additions to the line in January.
 
With Cartier Love demand high across the primary and secondary market, Tiffany’s focus on a new signature bracelet design is perhaps its best recent bet. 

The Latest

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

Technology Therapy Group logo
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry Retailers

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

Catbird Chicago
IndependentsApr 16, 2025
Catbird Expands to Chicago

The opening marks the jewelry retailer’s first location in the Midwest.

Foundrae United in Love Campaign
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through Love

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert and Rose-Marie Goodman outside Robert Goodman Jewelers
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-Up

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

Womens Jewelry Association WJA logo
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter President

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.

The Golconda Blue
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to Auction

The historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.

Bulgari Eden the Garden of Wonders ad
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 Percent

LVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.

Screenshot from new Jon Hamm series on Apple TV+, Your Friends and Neighbors
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+

The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”

Kalpesh Jhaveri
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 Board

The organization has reelected Kalpesh Jhaveri as president.

Two Movado Connect 2.0 watches
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai

An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.

Sauer Balance Earrings in Ma Campaign
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ Collection

The collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.

Mari Lous Fine Jewelry
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 Years

Mari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.

GIA logo
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick In

GIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.

Van Cleef & Arpels Pearl and Diamond Earrings Similar to Princess Grace’s Wedding Earrings
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding Earrings

These earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.

My Next Question webinar graphic
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AI

Two experts share how artificial intelligence tools can help retailers run a more efficient business.

Kentaro Nishimura
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. Division

Kentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.

America Telling Time: 150 Years of Bulova
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime

“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy