Titan, the Tiffany & Co. jewelry collection. branded Pharrell Williams

Titan, uan unprecedented collaboration: 

The launch of Titan has sparked immense excitement in the luxury industry, with critics hailing Pharrell Williams' ability to reinterpret jewelry with a modern, urban pop culture twist, while paying homage to the legacy of Tiffany & Co. This collection echoes the rise of collaborations between luxury brands and artists from popular culture, a phenomenon that continues to grow.

Formerly, THE oversized jewelry, was a “niche” sector, but today they are becoming more democratic and finding their place in the world of luxury, where boldness and individuality are increasingly prized. For Pharrell Williams, this collection reflects a socio-cultural change, in an era where jewelry also serves as a form of personal expression and cultural identity.

This collaboration also reinforces Tiffany & Co.’s position as one of the most innovative jewelry brands of our time. By partnering with a pop culture icon like Pharrell Williams, the house is opening up to a younger, more cosmopolitan audience, while solidifying its positioning as a brand that can adapt to new luxury aspirations.

Titan's inspirations: urban culture and luxury

Through this collection of Haute-Joaillerie, Pharrell Williams breaks the boundaries between traditional jewelry and urban culture, giving birth to pieces that symbolize the balance between power and delicacy.

To design this collection, Pharrell Williams drew inspiration from both Greek mythology and his own background. Indeed, the artist grew up in a Virginia Beach neighborhood called Atlantis, a direct reference to the legendary civilization described by Plato in his writings. This connection with the myth of Atlantis prompted him to explore the universe of Poseidon, god of the seas, symbol of power and grandeur. These mythological elements served as a common thread throughout the collection, which includes shapes reminiscent of the trident.

Moreover, the very name of the collection, "Titan", refers to a mythological force, as does the imposing stature of the creations that compose it. The name “Titan” also refers to the black titanium which has been used several times in the collection, alongside other 18k yellow gold links. The artist even mentioned that “Black titanium embodies the beauty of darkness”.

Finally, the use of pearls in the collection also highlights a subtle connection with water, an element over which Poseidon holds power. The geometric volumes, for their part, embody the perfect harmony between proportion and balance. They also evoke the compass rose and its four branches, thus reinforcing the link with the main inspiration of the collection where no detail is left to chance.