Offering its own line of watches gives Tiffany more control. The company plans to roll out more expensive lines -- with more features -- in coming years.
The CT60 timepieces are focused on male buyers because Tiffany wanted to build credibility in a market where men make up 70 percent of customers. Next year, the company will introduce a new line dedicated to female customers, with some adorned with diamonds, Andreatta said.
It won’t be easy. Competition in high-end timepieces is very intense, said Ayako Homma, a luxury-goods analyst at research firm Euromonitor International. And Tiffany is up against luxury brands with strong appeal, she said.
“Tiffany will need to invest significant resources in marketing to increase more brand awareness,” she said.