Conscious Men Turning To Platinum

While platinum already commands an estimated 40% of the total bridal market, platinum jewelry has also become a hot fashion statement for some of Hollywood’s biggest male celebrities - a sure sign that this most precious of metals should make major inroads into the men’s fashion jewelry category this year. According to Platinum Guild International USA (PGI-USA), some of the more notable celebs who have been seen sporting platinum jewelry at recent award shows and other public events include P. Diddy, Michael Douglas, Jesse L. Martin, Tom Petty, Arnold Schwarzenegger and Steven Tyler.

As men have increasingly turned their attention to accessorizing and looking good, platinum has taken on an important role. According to experts, some of the characteristics of platinum that men find appealing are:

• It is one of the rarest precious metals - and is 35 times more rare than gold, according to PGI statistics. This has increased its exclusivity and allure
• Platinum is denser and heavier than either white gold or silver, meaning that a piece of platinum jewelry is more durable and its perceived value higher than jewelry made from other metals • Platinum, which is typically 85% to 95% pure and has more precious metal content than either 14 karat gold (58%) or 18 karat gold (75%). This higher level of purity not only makes it more valuable than gold, but also hypoallergenic
• Platinum has a silky white sheen that is not as bright as white gold, giving it a less ostentatious look. Platinum is naturally white, whereas yellow gold is alloyed and plated with other metals to achieve a white look. This plating can wear away, revealing a yellowish tinge underneath 
• Platinum does not erode, fade or tarnish, and holds diamonds and colored gemstones firmly and securely. This means a piece of platinum jewelry can be worn every day and will last for many years.

“Platinum jewelry is quickly becoming a must-have for men,” explains Frank Proctor, vice president of Platinum Guild International USA (PGI-USA). “From rock stars to your everyday guy, men love platinum for its weight, durability and sleek, stylish look. From edgy platinum and rubber rings, to heavy link bracelets and from watches to cufflinks, there is a piece of platinum jewelry to appeal to every male.” The introduction of rubber into men’s platinum designs, in particular, reflects the typical man’s desire for a unique, sleek, modern, industrial look that will reflect his individual style, experts say.

Here are some of the hottest current trends in men’s platinum jewelry, according to designers:

Bracelets and Cuffs - Platinum cuff bracelets and tubular link bracelets have become hot commodities for designers like Scott Kay, thanks to endorsements from high-profile customers like Michael Jordan and LL Cool J. Meanwhile, designer Michael Moore has enjoyed success with braided platinum men’s bracelets because of their sophisticated and sturdy look. The braided look gives the appearance of three or more pieces of metal woven together. It also allows more intricate designs, which incorporate engraving to create the appearance of rope that has been braided. The most intricate designs replicate woven mesh. These sturdy pieces appeal to men because they allow for uniqueness and expression. “You're seeing a hand-carved look with a lot of attention to detail which has not really been there in the past [for men],” Proctor said.

Cufflinks - Cufflinks apparently are making a big comeback, particularly when paired with diamonds. For instance, Will Smith has been seen wearing a pair of Neil Lane designed platinum and diamond cufflinks. And Steve Martin, host of last year’s Academy Awards ceremony, chose a pair of platinum with mother of pearl and diamond cufflinks by Harry Winston. Designer Jack Kelege’s platinum antique coin cufflinks have been lauded for their ability to dress up any suit with a classier, upscale look.

Rings - Bigger, bolder men’s rings in a variety of styles and finishes have been extremely popular for designers like Jeff Cooper, Chris Correia and Alex Soldier. Some of the more popular combinations on the market right now include polished platinum mixed with brushed platinum; hammered platinum; antique-looking satin finishes, industrial-inspired matte finishes; sleek, high-polish finishes; and platinum and rubber. Some designers report a number of more adventurous men are also opting for black diamonds in their platinum bands, while some men are also starting to experiment with colored stones in their platinum bands.