Is men’s jewelry set to take off in China?

Growing demand for men’s fine jewelry is changing the global hard luxury landscape, particularly in China, as cultural norms evolve and high-profile celebrities and KOLs opt for traditionally feminine adornments at high-profile events.

Globally as well as in China, this trend is largely powered by prominent figures in sports and entertainment. In recent years, athletes like Odell Beckham Jr. and Patrick Mahomes and celebrities like Harry Styles have redefined male jewelry and challenged traditional notions of masculinity by wearing bold necklaces or bracelets and diamond brooches at high-profile events.

This trend is mirrored in China, where male celebrities have frequently appeared on magazine covers wearing feminine-looking jewelry over the past several years. This trend stretches back to even before April 2020, when pop star Wang Yibo appeared on T Magazine China's cover sporting Givenchy pearl earrings, garnering critical acclaim and topping Weibo’s trending charts.

One month later, Elle China showcased pop idol Jackson Yee adorned in Tiffany rose gold bracelets and rings, typically associated with women. These appearances spurred a broader acceptance of gender-fluid fashion in the years that followed, encouraging young Chinese men to experiment with their style. More recently, popular actor and singer Xiao Zhan was named a global brand ambassador for Boucheron, helping the French jewelry house expand its visibility among Xiao’s vast fanbase.

Recognizing the potential of the men’s jewelry market, brands like Louis Vuitton, David Yurman, and John Hardy have introduced dedicated collections. Louis Vuitton’s Les Gastons Vuitton collection, launched in January this year, includes a range of necklaces, rings, and earrings crafted from gold, platinum, and diamonds. The collection, with prices ranging from $2,080 to $42,500, caters to both new and seasoned jewelry collectors.