A New Step in Tiffany & Co.’s Growth

The iconic Tiffany & Co. brand, an American symbol of jewelry since 1837, announced on January 5 the appointment of Robin Langlais as Managing Director for the Middle East and Africa, key regions with major growth potential for luxury goods. Langlais, a seasoned executive in the sector with solid international experience, will be tasked with accelerating Tiffany's presence in these strategic territories.

Far from being a simple announcement of an appointment, this decision is part of a broader approach by Tiffany to consolidate its growth. Since its acquisition by LVMH in 2021 for nearly $16 billion, the company has experienced mixed results. But for parent company LVMH, Tiffany is now one of the main growth drivers within the watches and jewelry division, alongside Bulgari. In the first nine months of 2025, this key segment for the group recorded approximately €7.4 billion in sales, with 1% organic growth compared to the previous year. Furthermore, in the fourth quarter of 2024, Tiffany and Co. contributed 9% of this growth, while its flagship store in New York broke sales records after undergoing a major renovation.

However, the jewelry house still faces many challenges. The surge in the price of gold, which reached nearly $4,400 in January 2026, is weighing on margins, while persistent structural problems continue to require adjustments. Faced with pressure on margins, Tiffany is now focusing on flagship stores in major capitals.

Strategically, it is focusing on geographical rebalancing, with a particular focus on the Middle East and Asia, in order to reduce its dependence on traditional markets and attract new affluent customers. Emphasis is also being placed on renovating and opening impressive flagship stores, with the aim of creating immersive customer experiences designed to strengthen the brand identity.

Recently, Tiffany has also partnered with the world of cinema, notably through its presence in Guillermo del Toro's film Frankenstein (available on Netflix since November 2025), an effective way to build assertive soft power by embedding fine jewelry in the collective imagination and transforming it into a narrative vehicle.