Jeweler Tiffany & Co recently announced that it has formed a strategic alliance with the world’s largest watch maker, Swatch, in a move to further the development and distribution of Tiffany & Co branded watches.

Switzerland-based Swatch will incorporate a new watch-making company that will be authorized to use Tiffany’s trademark and operate under the Tiffany name.  The new team will be owned exclusively by Swatch, however Tiffany will share in the profits. 

The combined new Tiffany/Swatch duo have sealed the deal with a 20 year contract.