Subtle statements, enduring style: Platinum’s quiet rise in men’s jewellery

When it comes to jewellery, men are increasingly drawn to understated luxury rather than traditional opulence. While platinum has long been a preferred metal for men in Western markets, India is now witnessing a similar shift.“In markets like the US and Japan, close to 40% of men’s wedding bands are platinum. India is also seeing a comparable trend, with men’s platinum jewellery growing at around 8–10% annually, particularly in urban markets,” points out Prajay Maganlal, CEO, Elevè Lab Diamonds.From Virat Kohli’s plain platinum wedding band to David Beckham’s brushed platinum band worn at formal events, the metal’s value and sense of permanence are resonating strongly with male buyers.‘Platinum blends effortlessly with the modern wardrobe and can be worn daily without looking ceremonial’Jewellers say they have observed a steady rise in male customers opting for platinum over the past few years. “Men today are far more conscious of personal style and prefer jewellery that reflects understated luxury rather than traditional opulence. Platinum fits this mindset well – it is naturally white, rare, durable, and feels contemporary. Many male customers also appreciate that platinum blends effortlessly with the modern wardrobe and can be worn daily without looking ceremonial. Increased awareness of platinum’s strength and long-term value has further contributed to this shift,” says Vijay Soni of Mahabir Danwar Jewellers.According to Maganlal, material purity is also becoming an important consideration for customers. “Many customers today do not want to buy 14-karat gold, which is an alloy, and instead choose platinum as a noble metal in its purest form,” he says.Global brands, celebs make platinum mainstream for menMost advertisements and marketing strategies for men’s jewellery hinge largely on platinum. “Men usually prefer clean, purposeful designs – brushed or satin finishes, solid bands, and minimal detailing. Practicality plays a major role in their decision-making. They ask about durability, weight, and whether the piece can be worn every day. Platinum stands out because it is denser and heavier than gold, feels substantial on the hand, and does not wear away over time,” says Maganlal.He points out that this approach is reflected in how public figures wear the metal. “Virat Kohli’s plain platinum wedding band is worn daily, while David Beckham opts for brushed platinum bands at formal events. Even Timothée Chalamet’s platinum necklaces on red carpets show how the metal can be styled in a modern, restrained way.”While classic bands continue to hold their own, men are increasingly drawn to sculptural, design-forward pieces. “Global brands have helped make this shift mainstream. Designs such as Bvlgari’s Serpenti, Cartier’s Juste un Clou, and Bvlgari’s B.Zero1 show how strong, architectural jewellery can be worn confidently by men. These pieces are recognisable, symbolic, and restrained – qualities that resonate with today’s male buyer,” he says.‘Matte finishes are especially popular, often paired with a single diamond’While plain platinum wedding bands continue to dominate the category, jewellers note that men are beginning to explore more design-led options. “We have noticed that men prefer simple and classic designs. Matte finishes are especially popular, often paired with a single diamond. Band styles are also much preferred,” says Disha Shah, founder and designer at DiAi Designs.Abhishek Kajaria of Avama Jewellers says this shift is expanding the overall category. “Men are also buying bracelets, chains, cufflinks, and everyday work-wear pieces. Chains and bracelets now represent a noticeable slice of the platinum basket,” he tells us. Soni adds, “Men generally gravitate towards clean, minimal, and well-structured designs in platinum. The preference is for jewellery that looks refined and masculine rather than decorative.”