RAPAPORT... Tiffany & Co. has launched its first comprehensive collection of men’s
jewelry, breaking away from its traditional style by offering a more modern alternative.
The move is part of the retailer’s plan to attract a wider
audience and appeal to millennial consumers. While in the past Tiffany has
offered a range of men’s products, including money clips, cuff links and rings,
the new collection, Tiffany Men’s, will also encompass other jewelry items, as well as watches,
accessories and home objects.
“It’s a less traditional take on what men want and need
today,” a company spokesperson told Rapaport News Thursday. “Tiffany, of
course, continues to offer the great classical jewelry that it is known for,
like cuff links…or ID bracelets. But this is really a whole other attitude and
point of view on jewelry for men, much younger in spirit and a more modern
take.”
The 100-piece collection will range in price from $200 to
$15,000 for jewelry, and more than $75,000 for certain items. The products,
all designed by Reed Krakoff, Tiffany’s chief artistic director, will take
advantage of the growing market for men’s jewelry products. Industry experts have noted a rise in popularity for the items, with Platinum Guild International attributing much of the growth in platinum-jewelry sales in 2018 to stronger demand from men. Meanwhile, in June, Louis Vuitton
artistic director Virgil Abloh released a new line of men’s jewelry, including
pendants, bracelets and rings.
While the collection is centered on
craftsmanship, and uses traditional jewelry-creating techniques, it revolves
around the idea that there’s a person behind each object, the company explained.
“The collection is different in many ways,” the spokesperson
added. “It’s a lifestyle collection in that it’s based on jewelry but also
extends to travel, leather goods, barware, games and much more. Really, we’re
seeking to create a whole world for Tiffany men.”
Image: Some of the products in the Tiffany Men’s collection. (Tiffany & Co.)
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