What makes men of character choose rare and precious platinum?

From Fabergé to Cartier, why have the world's greatest jewellery designers always preferred working with platinum for their most important pieces? Why is platinum increasingly becoming the metal of choice for the new breed of better-informed, self-aware on-trend men? We did a bit of data mining to understand the rising importance of platinum as a choice for men’s jewellery, and here’s what we got. Did you know platinum was found on our planet after a meteorite crash over two billion years ago? Only a few deposits were left behind, making platinum one of the rarest metals for precious jewellery - a truly celestial metal.

Today, platinum is increasingly the choice of men who want to differentiate themselves from the crowd. Choosing platinum is about doing something that’s not done before. Of not conforming to the expected. It’s about leveraging its quality of resilience, of permanence, of subtlety. Like the metal, men of platinum are rare, just like everything about them. These exceptional men aspire for stature, not status; they seek meaning, not material. The principles they hold are unbreakable; the zeal they possess is unparalleled. They bring with them a hope that’s new, a dream that is colossal, and a reality that is inclusive.

Greatness for these men is measured with humility, strengthened by the power of their conviction. Nothing, not even adversity shakes the ground they stand on. Their word unsaleable; their resolve, unwavering, their commitment, 200 percent. The world belongs to them because they have risked everything to create it.

They are men that carry values like courage, uncompromising beliefs, humility, perseverance and authenticity as markers of their character. Platinum is the one metal that truly captures the essence of their being.

To choose platinum is to choose the rarity, strength, authenticity, and natural beauty that it represents. These elements factor into the construction of every piece of platinum jewellery. Its fluid texture and understated yet reflective surfaces brings together a palette that is strong yet aerodynamic, angular, and futuristic. This creates an aura of bold yet understated timelessness, perfectly complimenting the men destined to wear it. Read on to see why men of character choose Platinum, and what do they have in common with the metal.

A collection that complements and celebrates men of character

True character shines brightest when it is bold, yet understated, strong, yet fluid, subtle yet unforgettable. Platinum Guild International’s debut collection, with its intricately cut links and ergonomic fluidity, manifested by the handcrafted quality of each motif creates an infinite illusion of continuity. Disrupted by the use of tones, matt surfaces or elevated forms, it is indeed a reflection of platinum's unique character to make a subtle yet unforgettable impression of being bold, dynamic, angular, understated, faceted and iconic. Not unlike the men this collection pays tribute to.

Interpreted across two stunning collections - Bold Sculptural and Dynamic Links - The Men of the Platinum collection celebrates the age of the new breed of men with pieces that reflect the character of the men who wear them.

Bold Sculptural: Inspired By Urban Innovation

True to its name, this collection is a statement of individuality, its fluid texture, moulded to precision and seamlessly fitted together brings to life a palette that is aerodynamic, angular and futuristic. This creates an assortment that is full of bold, multidimensional, forms that use industrial contours as inspiration, understated yet reflective surfaces with matt lustre further accentuate each sharp angle and form. The end result is pieces that are true symbols of bold self- belief, perfectly complementing the men destined to wear them.

Dynamic Links: Inspired by Nuovo Classic

True character shines brightest when it is understated. This collection, with its intricately cut links and ergonomic fluidity, manifested by the handcrafted quality of each motif creates an infinite illusion of continuity, disrupted by the use of colour, matt surfaces or elevated forms, it is indeed a reflection of platinum's unique ability to make a subtle yet unforgettable impression. Not unlike the men this collection pays tribute to.

And as the new breed of men seek to pursue their dreams, achieve the extraordinary, stand by their conviction, the collection is the perfect partner to mirror their character, enable their journeys, celebrate their milestones and complement the platinum within.