Tiffany Launches Men's Collection

RAPAPORT... Tiffany & Co. has launched its first comprehensive collection of men'sjewelry, breaking away from its traditional style by offering a more modern alternative. The move is part of the retailer's plan to attract a wideraudience and appeal to millennial consumers. While in the past Tiffany hasoffered 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 needtoday," a company spokesperson told Rapaport News Thursday. "Tiffany, ofcourse, 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 andpoint of view on jewelry for men, much younger in spirit and a more moderntake." 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 takeadvantage 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 Vuittonartistic director Virgil Abloh released a new line of men's jewelry, includingpendants, bracelets and rings. While the collection is centered oncraftsmanship, and uses traditional jewelry-creating techniques, it revolvesaround the idea that there's a person behind each object, the company explained. "The collection is different in many ways," the spokespersonadded. "It's a lifestyle collection in that it's based on jewelry but alsoextends to travel, leather goods, barware, games and much more. Really, we'reseeking to create a whole world for Tiffany men." Image: Some of the products in the Tiffany Men's collection. (Tiffany & Co.)