“Men used to wear a lot of jewellery, and it’s now finally turning around,” Francesca Amfitheatrof, Artistic Director for Watches and Jewellery at Louis Vuitton, tells Vogue Business. “Men are much more adventurous and interested in jewellery.”

The men’s fine jewelry market remains a fraction of the women’s business, boasting revenues of about $7.3 billion in 2023 compared to an estimated $44 billion, according to Euromonitor. Its annual growth rate is 7.3 percent, however, compared to 7.3 percent for women.

The acquisition of Tiffany & Co by LVMH in 2020 and the arrival of jewelry-loving Pharrell Williams as the new creative director of Louis Vuitton Men in 2023 created a major appetite for the spectacular entrance of Louis Vuitton into Fine Jewelry for women, followed now by the introduction of a Louis Vuitton men’s [or unisex] 18 piece fine jewelry collection called ‘Les Gastons Vuitton’.

**Francesca Amfitheatrof**, Artistic Director for Watches and Jewellery at Louis Vuitton in her office December, 2023.

Les Gastons Vuitton Fine Jewelry

The collection is named for the founder’s grandson, Gaston-Louis Vuitton, who Amfitheatrof describes as an “interesting character and one not talked about very much.”

“Gaston was the first Vuitton family member to bring a certain playfulness and lightness into the maison,” Amfitheatrof says. “So it’s sort of bringing this sensibility men have today. Men are much more in tune with their emotions.”