High-end jewellery retailer, Tiffany & Co has announced plans to launch a new boutique that will be aimed solely at men.

The company, which is renowned for its platinum jewellery designs, is to open 'The Men's Store' on the first floor of the renovated Isetan Department Store in Shinjuku, Japan.

It is hoped the move will attract more men into the jewellery market and offer them the opportunity to enjoy some of the products offered by Tiffany, such as platinum cufflinks and watches.

Welcoming the announcement, Mike Christ, President of Tiffany Japan, said: "Tiffany & Co has a long history of offering men the most sophisticated accessories and we see this new opportunity as a further evolution of that tradition."

The retailer announced that it will offer a new range of merchandise at the boutique, which will be specially-designed for men.

Among the collections will be Tiffany diamonds set in platinum, with designs from the likes of Paloma Picasso, Elsa Peretti, Jean Schlumberger and Frank Gehry.

Sources:
Tiffany to Introduce New Boutique for Men at Shinjuku Isetan
29/05/07
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