In April 2015 Tiffany & Co, which is renowned for its stunning jewellery creations, reconnected with its watchmaking past and unveiled the unconventional East West®, characterised by a rectangular case framing a dial rotated 90° to the right, which has the effect of relocating 12 o’clock to the crown position at 3 o’clock. While at first glance this might seem a strange idea, it is revealed as both clever and practical the first time you need to consult your watch while typing at your computer keyboard, or at the wheel of your car. There’s no need to turn your wrist: the East West® Automatic is correctly orientated, providing an utterly modern way to tell the time. This original and convincing watch combines refinement with bold styling, perfectly encapsulating the innovative spirit and design flair of the American company. In fact, the automatic version of the Tiffany East West® is in contention for first prize in the Petite Aiguille category of the Grand Prix d’Horlogerie de Genève, which will be decided on 10 November.
Inspired by an ingenious folding travel clock made by Tiffany in the 1940s, the East West is back this year in a miniature version, which is sure to please female fans. The Tiffany East West® Mini, a compact bundle of timeless elegance with an assertive identity, comes in five colour combinations to suit a variety of tastes: white dial with gold indices and a black calfskin strap; navy blue dial with matt silver indices and a blue calfskin strap; pink dial with matt silver indices and a light grey blue calfskin strap; white dial with gold indices and a brown calfskin strap or a Tiffany blue dial (what else?) with grey calfskin strap. Designed to complement a slim wrist, the East West Mini® can be fitted with either a single or double-wrapped strap.
The 37 x 22 mm case (compared with 42 x 25 mm for the quartz men’s version, or 46.5 x 27.5 for the automatic) houses a Swiss made quartz movement, ensuring that the watch is accurate as well as stylish.
