FinancialsMay 19, 2025
Jewelry Sales a Standout for Richemont in 2024Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.
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
Events & AwardsMay 19, 2025
NAJA Opens Scholarship Applications for 2025Two scholarships are available, one for new and non-members and another for NAJA certified members.
IndependentsMay 19, 2025
Day’s Jewelers to Open Ninth LocationThe retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingMay 19, 2025
State of Colored Stones: The Big Three in the Modern WorldSapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”
Weekly QuizMay 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not DeadPeter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque NecklaceThe necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’sA private American collector purchased the 10-carat fancy vivid blue diamond.
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for SummerThe designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With DisabilitiesAround 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at ConvergeThe event is also accepting poster submissions now through June 16.
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course UpdatesThe nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
