IP in the Tiffany’s Acquisition—It’s the Box That Counts

Big news in the world of luxury goods:  earlier this week, French multinational LVMH (Moët Hennessy Louis Vuitton SA) acquired renowned jeweler Tiffany’s for $16.2bn. According to Reuters, one of the biggest draws for the luxury conglomerate was the breadth and value of Tiffany’s IP.  The famous Tiffany packaging, boxes of trademarked “Tiffany Blue” tied with white satin ribbon, might be more pricey than any jewels. “We’re [now] the owner of a colour”, said Bernard Arnault, CEO of LVMH.  “It’s a pretty rare thing.”

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