ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
MajorsFeb 01, 2017
Tiffany Will Run a Super Bowl Ad This Year
Lady Gaga, who is also the halftime entertainment, will star in the spot, which is a first for the iconic jeweler.
A behind-the-scenes shot from the filming of Tiffany’s new Legendary Style campaign featuring Stefani Germanotta, a/k/a Lady Gaga. (Photo courtesy of Tiffany & Co.; Photo credit: Hanna Besirevic)
New York--After rolling out its first ad featuring a same-sex couple in 2015 and loosening the reins on its distribution network in 2016 by selling on Net-a-Porter, Tiffany & Co. is trying something else new.
Come this Sunday, the jeweler will run the first Super Bowl commercial in its 179-year history.
The 60-second spot will star singer Lady Gaga--who also happens to be this year’s Super Bowl halftime entertainment--and promote a new collection that Tiffany plans to launch in the spring.
A Tiffany spokesperson said the ad will air before halftime in 10 markets and be available during and after the game on Tiffany’s website.
Tiffany declined to say how much it spent on the minute-long spot, though it certainly did not come cheap. The Super Bowl regularly draws more than 100 million viewers, and advertisers pay millions to reach that vast audience, with Variety reporting that Fox Sports was going to ask more than $5 million for a 30-second spot for this year’s big game.
Tiffany’s Super Bowl ad is part of a larger, new partnership between the New York-born jeweler and the New York-born singer.
Lady Gaga, whose real name is Stefani Germanotta, is the face of Tiffany’s latest Legendary Style advertising campaign. The Gaga-fronted campaign is designed to promote the jeweler’s new collection, Tiffany HardWear.
Set to launch in the spring, HardWear features 18-karat gold and sterling silver earrings, rings, necklaces and pendants that were inspired by a unisex bracelet that Tiffany first made in 1971.
Tiffany described the line as “urban and elegant.”
The jeweler’s in-house team worked with stylist Grace Coddington to create the campaign, which was shot by David Sims. It will appear in print and digital channels throughout the spring.
The collection itself will be available on Tiffany’s website beginning May 2 and in stores worldwide on April 28.
The premiere of the campaign promoting HardWear will be the 60-second film that airs during the Super Bowl; that film will remain on all Tiffany digital channels following the game.
Super Bowl LI is scheduled to take place Sunday in Houston, with the New England Patriots taking on the Atlanta Falcons.
More on Majors
The Latest
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
