MEN LOVE PLATINUM
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MEN LOVE PLATINUM
21.07.2003 /16.13
Men’s jewellery is on its way in –
Men’s choice of metal is platinum
An understanding of sophisticated design, a feeling for high-quality materials and a new enthusiasm for decorative accessories: men are discovering jewellery for themselves. Whether they are fashion-conscious or classic-oriented – what they have in common is a preference for platinum, which combines trendy white with durability and sensual understatement.
Up to now men have considered platinum jewellery to be the perfect gift, the most affectionate way to show their love. Yet all of a sudden they are becoming possessive and are claiming this unique metal for themselves. Because men’s jewellery is on the way in: when dressing in a classic style an increasing number of men are choosing cufflinks and, for very special occasions, dinner jacket cufflinks, whilst the young and fashion-conscious prefer rings or pendants, thereby emulating prominent trendsetters. In so doing men’s jewellery can either be a mere accessory, which is worn for pure pleasure and as a fashion statement, or which has its own significance and statement as a friendship ring or bearer of good tidings.
Be it as an adornment or a symbol – men are discovering new pleasures in adorning themselves since there is a large variety of jewellery collections available today such as, e.g. the very latest collection by NIKOS JEWELS: the range of forms of expression is large, starting from a fashion-oriented design to a classic, reserved item of jewellery, from platinum pure to an expressive alliance with diamonds or other precious materials. Together the new men’s jewellery has an emphatic masculine touch with the attention on special details and high-quality processing.
Platinum corresponds to this style perfectly. Because the clearly defined white gleam of platinum appears modern and underlines the shape of an item of jewellery. At the same time its precious shine fulfils the desire for discreet classic just as well as for modern extravagance. This unique charisma, along with its unique features, make platinum the epitome of masculine jewellery: it is the rarest, purest and most valuable of all metals, needs to be excavated from the deepest depths and is hard to mine. Platinum is hard, constant and needs a high level of expertise during processing. In addition, it is white through and through. The stamp „Pt 950“ states that of 1,000 grams of metal all of 950 grams is pure platinum, meaning 95 percent.
So many superlatives make platinum into a metal for men who recognise what is special and know how to combine understatement with individuality. Therefore, their enthusiasm is not only restricted to platinum jewellery alone. Watches made of platinum are becoming increasing popular, being the crowning glory of exclusive collections. Because platinum adequately corresponds to the highest art of watch making from the studios of the finest manufacturers. And even accessories made of platinum – for example a compass from the exclusive specialist for men’s jewellery, Theo M. Meister – are an expression of that which men desire today: the unmistakeable and individual, the extravagant and the exceptional – in a word: platinum.
Autor: PLATIN GILDE INTERNATIONAL