Most women will recognise the iconic little blue boxes associated with Tiffany & Co, but now the luxurious jewellery brand is launching a new collection specifically aimed at men.
This October, the brand will launch its first collection for men, in an attempt to boost sales.
Cufflinks, rings and other traditional jewellery aimed at male customers are already available to buy from Tiffany & Co, but the new line is set to be more comprehensive.
It will include almost 100 designs, all ranging in price from about $200 to $15,000 (£164 to £12,300).
The brand hopes the move will help diversify its traditional customer base and attract a younger audience.
‘Tiffany Men’s was created in the spirit of the modern man: bold and confident, casual yet refined, a style arbiter with a discerning eye for quality,’ the company said.
It will also start to sell accessories such as cocktail shakers, ice tongs and beer mugs – all with men in mind.
The new products will be available in Tiffany’s 300 stores worldwide and, according to Reed Krakoff, the company’s chief artistic director, they will get their own floor space (rather than being sold next to other items).
‘Men all over the world are wearing jewellery and more accessories as part of a wardrobe,’ Krakoff said.
‘You started to see it on the runways, in social media.’
Despite only being announced on Thursday, the promotional pictures for the collection have already received criticism, as products in the new line are pictured alongside items such as wrenches, a baseball mitt and a compass.
Wow, you know, I’d never really thought of buying jewelry for myself, but now that you drape it over a vintage baseball glove it seems so obvious https://t.co/Y8cPCsOuSf
— Jason Schwartz (@JasonSchwartz) August 15, 2019
One user said: ‘Wow, you know, I’d never really thought of buying jewellery for myself, but now that you drape it over a vintage baseball glove it seems so obvious.’
