Creand Crèdit Andorrà and IESE host a masterclass on March 19 dissecting Tiffany & Co.'s strategies to blend

Creand Crèdit Andorrà and IESE Business School are hosting the masterclass "Tiffany's Case: Luxury or Fashion?" on March 19 at 7pm in the Creand building in Andorra la Vella.

The in-person event, part of the Talks series, will dissect how the renowned jewellery house has blended longstanding traditions with fresh approaches like redesigns, marketing campaigns, and immersive brand experiences to sustain its status in the luxury sector. Ricard Gil, IESE professor of strategic management, will guide the session, spotlighting choices made by former Tiffany & Co. CEO Alessandro Bogliolo and artistic director Reed Krakoff.

Debate will centre on whether an iconic brand can refresh itself without eroding its core identity or driving away loyal customers. Examples under review include the Blue Box Café, which exploded in popularity on Instagram.

Unlike standard lectures, the format draws on the case study method pioneered by IESE and Harvard faculty. It emphasises participant engagement, with Gil moderating discussions and prompting diverse viewpoints.

The evening will wrap up with an introduction to IESE Executive Education programmes, designed to build leadership skills and career advancement. The masterclass ties into initiatives from the Creand Chair of Entrepreneurship and Banking at IESE, which advances business expertise via events, training, and backing for startup ventures.

Advance booking is required through the organisers' provided link.