Tiffany is facing one of the most uncertain times in history (TIF)

pulse

February 7, 2017 5:15 PM

Famous jewelry company Tiffany & Co. aired a Super Bowl ad with halftime star Lady Gaga shortly after announcing that its CEO resigned.

The classic brand is facing uncertain times.

Luxury jeweler Tiffany & Co. is facing a slew of challenges.

Research firm Mizuho Securities just downgraded the brand to "neutral" during a time where sales are falling, profits are diminishing, and executives are leaving the company.

Tiffany had a brutal holiday season, with sales down 4% from the year before.

Frederic Cumenal stepped down, a move that's concerning analysts

Another one of Tiffany's foremost challenges?

Consumers are increasingly unwilling to shell out for jewelry.

As shoppers increasingly spend on categories like technology, healthcare, and travel, jewelry is less of a priority. It's possible some holiday customers chose to buy Apple Watches instead of Tiffany bracelets.

The downward sales trend goes back several years, as evidenced by this Mizuho chart.

Tiffany is currently working on a turnaround by investing in the customer experience, marketing, and business operations.

It also hired Lady Gaga to star in its first Super Bowl ad.

pulse