The cockatoo, one of Tiffany & Company’s most recognizable motifs since Jean Schlumberger created the original Bird on a Rock design in the 1960s, made its way into some of the house’s watches last year.
It was just part of a continuing trend among jewelry brands that also manufacture watches: Translating successful designs for use in timepieces, a process that can expand the sellable number of pieces in parures, the industry name for matching sets of necklaces, bracelets, brooches and hair ornaments.
“Turning some of a house’s best sellers into new product categories makes sense; it is a safe brand extension,” Benjamin Voyer, a professor of behavioral science at the ESCP Business School in London, said by telephone.
