Tiffany & Co is launching its first comprehensive jewellery collection for men in October as the upscale chain taps into a trend popularised by the likes of Jay-Z and John Mayer.
The move is part of the Tiffany's strategy to attract millennials and pump up sales, which have been dampened by a decline in spending by international tourists.
Historically, Tiffany's has offered classic men's accessories like money clips, cuff links, rings and conservative jewellery.
The New York-based luxury jeweller will still to carry those items, but now is adding more modern takes on men's high-end jewellery.
The new men's collection includes nearly 100 designs ranging in price from about $US200 to $US15,000 for jewellery, and up to $US75,000 and beyond for men's home furnishings and accessories like cocktail shakers, ice tongs and beer mugs.
High-end jewellery is popping up on men's fashion runways at Gucci and other big luxury brands, said Robert Burke, an independent fashion consultant.
He also pointed to the influential Dover Street Market stores in London, Tokyo and New York, which are highlighting men's jewellery.
Saks Fifth Avenue's New York flagship this fall is also opening a jewellery area called The Vault that will showcase high-end men's watches.
Global sales of men's fine jewellery reached $US5.8 billion last year, up 23 per cent from 2013, according to Euromonitor International. That's still dwarfed by women's fine jewellery, which reached $US33.2 billion, up 14 per cent from in 2013.