Tiffany’s New York Minute is measured in firsts, not seconds.
The clock held by Atlas on the facade of Tiffany & Co. was first mounted in 1853, making it one of the earliest publicly displayed clocks in New York City. The new CT60 line of watches pays tribute to Tiffany's timekeeping history, placing New York right on the dial of a well-rounded group of watches. As part of the team to launch the global 360 campaign, I was instrumental in the planning and crafting of storytelling and activation program on all digital channels.
Creative Direction
Go-to-Market Strategy
Social Activation Strategy
Video Direction + Production
Setting the pace of things
Charles Lewis Tiffany invented the New York Minute when he installed the Atlas clock above the entrance of his store. One of the first public clocks in New York, it not only set the time for the city, it set its very pace. Named after Mr. Tiffany, our new Tiffany CT60™ Swiss watches are for those who set time, not follow it. I was inspired to create a video capturing the watch heritage to reinforce Tiffany’s place in the world of watches.
