prince for a day


GQ (Australia) - - GQ WATCH -

For all po­ten­tial brides, the ring is the thing, but fol­low­ing old-fash­ioned bended-knee procla­ma­tions or flash mob pro­pos­als, most budding grooms walk away emp­ty­handed from pledg­ing their troth. As any­one who has had to pro­duce a blue box at the cru­cial mo­ment is aware, Tiffany & Co. knows a carat, or four, about en­gage­ments. Now, the US lux­ury giant is turn­ing its at­ten­tion to ne­glected men. After sum­mon­ing gay cou­ples to its stores for rings with a ground­break­ing ad­ver­tis­ing cam­paign, Tiffany & Co. is now tar­get­ing grooms of all per­sua­sions with time­pieces. “Watches are one of the few items that men feel com­fort­able mark­ing a spe­cial oc­ca­sion with,” says An­dreatta. “With our fo­cus on watch col­lec­tions, we’re now talk­ing more di­rectly to male cus­tomers and we’re find­ing that many men are want­ing to mark events such as en­gage­ments and wed­dings with a watch.” The cus­tom of grooms-in­wait­ing re­ceiv­ing watches is es­tab­lished in parts of Europe and Korea, and the cus­tom is tak­ing hold in Australia. “We’ve seen the pop­u­lar­ity of time­pieces for en­gage­ment gifts rise over the past cou­ple of years,” says Bill Nolan, re­tail sales di­rec­tor for Tiffany & Co. Australia. “Women are buy­ing the time­pieces to sig­nify one of the cou­ple’s most im­por­tant mo­ments in their life and ul­ti­mately to cher­ish the mem­ory of their en­gage­ment.” Brides who are con­fi­dent that they are go­ing to make it all the way down the aisle (not recommended for Lind­say Lo­han) can in­vest in en­grav­ing their gift. “Per­son­al­i­sa­tion is a pop­u­lar ser­vice we of­fer at Tiffany & Co.,” says Nolan. “All watches can be han­den­graved, with pop­u­lar op­tions in­clud­ing the en­gage­ment date or the cou­ple’s ini­tials.”


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