The Tiffany Mark

A number of years ago, I along with my many former OVEN Digital colleagues, worked on the Tiffany & Co. website. Tiffany was a good client and their jewelry really is as impressive as they want you to think it is. Today I received a massive marketing piece from TCO (as we used to call them) introducing The Tiffany Mark. It’s actually a book, filled with gorgeous photos of new watches that, yes, any man would buy if he had an unlimited flow of dollars. The book is carefully composed, as are all TCO collateral, and there are even Gray’s anatomy-like diagrams of the watch innards, complete with plastic overlays. The photographs are stunning, the text crisp and persuasive, and the heavy black binding would leave a bookbinder bound. The level of detail, and the fact that the book was published and sent prior to this “fall back” Daylight Savings weekend, is remarkable. What does it all mean? Nothing.

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