Tiffany & Co is dropping its advertising slot on page 3 of The New York Times, which often presented watches from the only watch brand the iconic jeweler represents, Patek Philippe.
Fashion trade title WWD reports that Tiffany will continue to work with The Times, and will maintain a similar level of advertising spending, but the investment will be targeted more at online campaigns.
Tiffany first started advertising in the New York Times in 1896, and has described its consistent appearance in the paper as vital maintain contact with customers.
“In an ever-changing world, perhaps Tiffany & Co.’s most consistent relationship with the public over the last century is its daily advertisement on page A3 of The New York Times, which began running in 1896,” said Tiffany in a 2016 edition of This is Tiffany.
Tiffany is now owned by LVMH, which has been transitioning from print to digital marketing for several years.