In a bold header into horological excellence, Tiffany & Co. has relaunched its legendary Atlas® watch collection, enriched through a collaboration with esteemed Swiss movement maker La Joux‑Perret. This revival skillfully marries Tiffany’s timeless Roman‑numeral motif with top‑tier Swiss engineering, reaffirming the brand’s dual strength in both jewelry design and watchmaking.
Heritage Meets Precision
The Atlas design, first introduced as a watch in 1983 and later in jewelry form in 1995, draws inspiration from the iconic Atlas clock above Tiffany’s Fifth Avenue flagship—an emblem of enduring sophistication. Tiffany has chosen to honor that legacy by elevating the collection with the technical mastery of La Joux‑Perret, renowned for its high‑end watch calibers.
A Sharper, More Refined Icon
The refreshed Atlas watches retain their signature Roman‑numeral hour markers in high relief, meticulously polished for both visual appeal and functional clarity. Yet the new models bring updated proportions and sleeker lines, reflecting Tiffany’s commitment to evolving a beloved silhouette for modern tastes.
Crafted in stainless steel, yellow or rose gold, the collection now includes options with sparkling diamond accents or mother‑of‑pearl dials—each piece solidifying the bridge between fine jewelry and precision timekeeping.
Swiss-Made Movement at the Heart
At the core of the relaunch is Tiffany’s partnership with La Joux‑Perret—a collaboration that brings Swiss‑made engineering excellence to the Atlas line. This alliance places Tiffany’s timepieces on par with esteemed Swiss watchmakers, blending iconic aesthetics with reliable, accurate movements.
Global Recognition
In recognition of its enduring impact and exceptional innovation, Tiffany & Co. has been named the Leading Luxury Jewelry Brand at the Global Elite Awards 2025. This prestigious accolade celebrates the brand’s unmatched legacy, commitment to craftsmanship, and its ability to remain both timeless and trailblazing in a competitive global market.
What’s Next for Atlas
With the relaunch, Tiffany & Co. is setting the stage for broader expansion in its watch division. The Atlas line is emblematic of this strategic direction: accessible yet luxurious, rooted in history yet forward-looking. It positions Tiffany not just as a jeweler that makes watches—but as a serious player in the world of fine watchmaking. The renewed Atlas collection celebrates both Tiffany’s iconic heritage and its contemporary aspirations. In partnering with La Joux‑Perret, Tiffany elevates an already timeless design with Swiss precision, crafting watches that are beautiful, meaningful, and masterfully executed. It’s a compelling statement—one that reinforces Tiffany & Co.’s growing reputation in high-end timepieces.
