After several hints by Alexandre Arnault, its executive vice president of product and communications, on personal social media for several months, the brand has finally officially launched its first NFT project a few days ago.

2025/09/2321:10:37 hotcomm 1073

Reporter | Huang Shan
Editor | Lou Luqin

Tiffany Tiffany is indeed unwilling to be the last. After several hints by Alexandre Arnault, its executive vice president of product and communications, on personal social media for several months, the brand has finally officially launched its first NFT project a few days ago.

htmlOn August 2, Tiffany officially announced that it had entered the NFT field and named the first project "NFTiff" - that is, the abbreviation of "NFT" and "Tiffany". Tiffany will officially launch 250 limited exclusive "NFTiff passes" on August 5, Eastern Time, with each work priced at about US$50,000 (that is, 30 Ether , approximately RMB 338,000).

It is worth noting that these 250 "NFTiffs" will only be sold to holders of the top digital art collection project "CryptoPunks", and each customer is limited to purchase three "NFTiff passes". As the first NFT series digital collection in the non-fungible token market, the unit price of CryptoPunks series is rarely less than US$100,000. To limit this group of people to purchase, Tiffany's new NFT project is also aimed at wealthy digital art collectors.

Not only that, Tiffany will also customize high-end custom pendants inspired by the CryptoPunks digital art collection for "NFTiff Pass" holders, and these pendants are equipped with NFT digital rendering works and identity certificates.

Tiffany said in a public statement that the custom pendant inspired by "CryptoPunks" will also be issued in a limited edition of 250 pieces, and each work is engraved with the exclusive "CryptoPunks" collection number on the back.

Each of these high-end custom pendants uses at least 30 gems and diamonds for individual inlay or combination, striving to restore each "CryptoPunks" digital art collection to the highest degree. These pendants will be equipped with an adjustable necklace in 18K rose gold or 18K gold.

According to reports, a total of 87 features and 159 colors appeared in the 10,000 CryptoPunks digital art collections. Tiffany's designers need to find gemstone or enamel colors that highly match these features and colors in the early stages of making pendants.

Tiffany said that the delivery time of the first batch of NFT collections is expected to be in December 2022, while the delivery time of the equipped high-end custom pendants is expected to be in February 2023.

Tiffany is not the first luxury brand to enter the NFT field. From 2021 to the present, high-end fashion, jewelry and watch brands such as Gucci, Balenciaga, Bulgari Bvlgari, Hublot Hublot and other high-end fashion, jewelry and watch brands have entered the market in different ways.

Early in 2022, Alexandre Arnault showed off on his personal social media a high-quality custom jewelry inspired by his own CryptoPunk digital artwork. It is reported that this has also become the beginning of Tiffany's NFT project. But for months, Tiffany has not made clear what method it will test the waters of the NFT field.

The entire NFT project released this time is quite innovative in the current luxury goods market. Tiffany may be the first luxury brand to not only release high-priced NFT digital art collections, but also use existing digital art collections as inspiration to design physical goods. This allows the NFT concept not only to stay in the virtual world, but brands can implement related creative concepts in the real world by building platforms, such as introducing brand designers to participate in the design.

Tiffany cooperated with blockchain technology innovation company Chain to create the "NFTiff Pass". The "NFTiff Pass" will be sold globally on the NFT trading platform "nft.tiffany.com" created by Tiffany. This trading platform based on blockchain technology was also jointly developed by Tiffany and Chain experts.

Interface Fashion is seen on the homepage of the website that Tiffany has launched the countdown to the release of the first "NFTiff Pass" series of projects. Buyers will then trade through the digital wallet through the website.

This is also a breakthrough move in the current luxury goods industry. Previously, most NFT works released or authorized by luxury brands to cooperate were sold at digital auction houses or NFT public trading platforms such as OpenSea. No brand has built its own NFT trading platform.Although

has entered the market a little later than other luxury brands, it seems that Tiffany has a more complete layout in terms of the concept of "Web3.0" that includes the NFT field. The self-built NFT public trading platform at least shows that Tiffany has a longer-term investment intention in the NFT field, and opens up multiple links such as digital collection development, mutual conversion of virtual collections and physical commodities, and virtual currency trading channels, which may mean that Tiffany intends to build a more complete digital ecosystem.

Currently, the cryptocurrency market has shrunk by 54% compared with the beginning of 2022, which also affects the performance of the NFT market. With the decline of popularity and the market returning to rationality, fashion luxury brands have begun to rethink how to layout the "meta-universe". How to build a Web3.0 community more mature and comprehensive and strategically is crucial for brands.

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