In 1853, Charles Lewis Tiffany, the founder of the iconic jewellery brand, installed a clock above the entrance of his store on Broadway. As far as clocks went, it was your standard deal — Roman numerals with ornate hands. But it was what was holding the clock up that truly made it a New York icon. The heavy clock was resting upon the perpetually weary shoulders of Atlas, the titan and figure of myth, traditionally charged with holding up heaven and earth. In the world of Tiffany & Co., he’s instead looking after time itself, and it quickly became a symbolic landmark, making the move to the store’s Fifth Avenue location in 1940, where it still proudly stands today. Given the significance and longevity of this titanic timepiece, it should come as no surprise that the clock has long been a source of inspiration of Tiffany & Co., and the latest is a brand new take on the Atlas Watch, in three sizes and seven different versions, perfect for everyday wear.

The Tiffany & Co. Atlas Clock in 1940.

Before we get to the latest version, it’s worth pointing out that this isn’t the first watch collection inspired by the Atlas clock. The 1980s saw a very of-its-time interpretation, with a minimal dial and Roman numeral relief bezel. This was a follow-up in the mid-1990s, when the collection was expanded, still with the same fundamental design style.

The Tiffany & Co. Atlas Watch in 1983.

Today’s Atlas Watch channels these historical antecedents, but it’s undoubtedly a 2025 design. The core of the Atlas’ identity is the Roman numerals, which are now on the dial, but they’ve been executed in a stylish way, recessed into a wide outer ring that surrounds the centre of the dial, adding both texture and depth. In terms of sizing, the watch is offered in 29mm, 34mm and 38mm, all in steel cases. The smaller sizes offer a diamond-set bezel variant, and all come with an integrated bracelet, with satin-finished inner links. The smallest model is powered by a La Joux-Perret solar calibre, while the rest are running, for the first time, a Swiss automatic movement. Water resistance is 100M. All told, this set of specifications sets the watch up well as a solid daily wear contender. Of course, for many, the most notable feature of this watch is the dial. There are more demure silver dials, but if you’re buying a Tiffany & Co. watch, you want a Tiffany Blue dial, frequently imitated, but never improved.

When it comes to their watch division, LVMH-era Tiffany & Co., is just getting started, but the early signs are promising.