Editor’s Note
This article explores the shifting landscape of men’s fashion, highlighting how influential figures like G-Dragon are redefining norms and driving a burgeoning market for men’s jewelry. As societal attitudes evolve, luxury brands are increasingly recognizing the potential of this once-niche segment.
When men are no longer afraid to embrace their love for beauty, fashionable men like G-Dragon have become a potential market worth actively developing in the eyes of jewelry brands.
Against the backdrop of a sluggish global economy, the jewelry market continues to perform strongly, thanks in no small part to the influx of new male customers. According to data from global market research firm Euromonitor International, the size of the men’s fine jewelry market in 2023 was approximately $7.3 billion. While this total is less than one-fifth of the women’s jewelry market ($44 billion), its estimated annual growth rate of 7.3% far exceeds the 4.6% growth rate of the women’s jewelry market.
According to a study published in April this year by global market research firm Polaris Market Research on the men’s jewelry sector, influenced by factors such as increased fashion consciousness and more open gender perceptions, jewelry is gradually becoming an indispensable item for men in expressing personal style. Expert predictions indicate that by 2032, the global men’s jewelry market size is expected to reach $71.8 billion, roughly ten times the size in 2023.
Data from fashion e-commerce platform Lyst in recent years has already shown signs of a significant increase in attention towards men’s jewelry. Figures show that in 2022, the annual search volume for men’s jewelry on the platform grew by 43%, with search volume for rings increasing by as much as 60%. Consumer interest in men’s jewelry has not waned. According to Lyst’s statistics for the first half of 2024, search volume for men’s rings grew by 24% compared to the same period last year, while search volume for men’s bracelets (chains) increased by 56% year-on-year.
Objectively speaking, wearing jewelry has never been the exclusive domain of women. Throughout history, many legendary pieces and rare treasures have been owned by distinguished men. Those historically significant pieces of jewelry, when entering the auction market today, have further attracted the attention of male collectors. For example, renowned auction house Sotheby’s held a jewelry exhibition and sale in New York last year titled “For the Boys.” Led by Frank Everett, Vice Chairman of the Luxury Department, it presented a selection of fine pieces from brands including Van Cleef & Arpels and Cartier, with some pieces dating back to the mid-19th century.
As the “genderless” trend takes root and spreads in the fashion world, more and more male figures are appearing in the fine jewelry domain, which previously focused primarily on female clientele. Beyond brands like Boucheron and Dior inviting male models in recent years to break conventional frameworks in their fine jewelry campaigns, Louis Vuitton (LV), a leader in the luxury sector, launched its first jewelry collection targeting the male demographic, Les Gastons Vuitton, earlier this year, further confirming the infinite potential of the male jewelry market.
