FOCUS 焦点 20 | JNA September/October 2025 Platinum Guild International (PGI) has launched a sophisticated new brand proposition for platinum jewellery, establishing it as the “Metal of Truth.” With a more culturally influential and emotionally resonant concept, it aims to stimulate consumer potential and lead the industry towards a strong revival. According to PGI CEO Tim Schlick, this more emotional messaging connects with consumers seeking substance, provenance and purity in their jewellery choices. “The objective is to present platinum more astutely and strengthen our brand partners while introducing, for the first time, a cohesive global positioning for platinum jewellery,” said Schlick, adding that high gold prices reaffirm platinum’s standing as the white jewellery metal of choice. In China, the new concept focuses on platinum’s tenacity, resilience and authenticity – qualities that strongly resonate with discerning consumers. Pui P. Poon, managing director of PGI China, explained, “Chinese consumers prioritise two elements when investing in luxury items: Better value and quiet luxury. Platinum is a quiet precious metal that currently offers exceptional value.” PGI is creating distinct emotional anchors for platinum jewellery by aligning strategically with contemporary lifestyle trends in the Chinese market, specifically athleisure, environmental consciousness and the arts through targeted brand collaborations and information campaigns. Global momentum for platinum jewellery is buoyed by substitution gains, with jewellers transitioning from white gold due to escalating gold prices, said Schlick. Technological advancements likewise drive innovation in platinum jewellery manufacturing. “The past two years have witnessed more progress in platinum technology and innovation than the last two decades. We now help the trade overcome manufacturing and design challenges, bringing platinum on a par with other precious metals, so they can capitalise on unique growth opportunities,” he disclosed. Aside from its four key markets of China, India, Japan and the US, PGI is focusing on regions showing substantial growth potential, particularly the Middle East and Southeast Asia. It is also making significant inroads with next-generation consumers, expanding beyond traditional bridal and lovegifting segments to capture the growing self-purchase market. Schlick said, “We are best suited for the future as we offer young consumers the rarest, purest metal but with a visibly different and contemporary look.” To ensure that current upstream inventory-building translates into greater consumer demand, PGI is deploying comprehensive marketing assets, retailer support programmes and specialised training platforms such as Platinum 101 and Platinum ABC. 国际铂金协会(PGI®)隆重推出全新的铂金首饰品牌 主张，将铂金首饰的定位升级为“韧真铂金”(the Metal of Truth)，以更具文化引领力与情感共鸣 力的主张，激发消费潜能，引领行业强势振兴。 国际铂金协会(PGI®)首席执行官施博天(Tim Schlick)表 示，这一更具情感共鸣力的品牌定位，迎合那些追求质感、 溯源和纯粹价值的珠宝消费者。他指出：“我们的目标是对 铂金的价值观作出精准回应，强化合作伙伴关系，并首次推 出统一的铂金首饰全球定位。”他补充道，高昂的金价再次 巩固了铂金作为珠宝首选的白色贵金属地位。 在中国市场，新定位聚焦于铂金的强韧实力和真实性，与 眼光敏锐的消费者产生强烈共鸣。国际铂金协会(PGI®)中国 区董事总经理潘佩佩解释说：“中国消费者在投资奢侈品时 优先考虑两个因素——追求更高的价值和不张扬的奢华。铂 金是一种气质低调的贵金属，拥有非凡的价值。” 国际铂金协会(PGI®)致力为铂金首饰打造独特的情感 锚点，通过目标明确的品牌合作和宣传活动，与中国时下流 行的生活方式进行战略性契合，尤其是运动、绿色环保和艺 术文化。 施博天表示，金价上涨促使珠宝商纷纷以铂金替代白 金，令全球铂金首饰的发展势头如日中天。技术进步也推动 了铂金首饰制造业的创新成就。他透露：“与二十年前相比， 过去两年铂金的技术创新一日千里。我们积极帮助业界同 仁克服制造和设计方面的挑战，使铂金与其他贵金属并驾 齐驱，把握结构性的增长机遇。” 除了中国、印度、日本和美国这四大市场外，国际铂金协 会(PGI®)还扩展到增长潜力庞大的地区，尤其是中东和东南 亚。协会也将业务拓展至传统婚庆和情侣赠礼以外的自购 市场，赢得新一代消费者的好感。 施博天表示：“我们为年轻消费者呈献最稀有、纯净的金 属，结合独特且富现代感的设计，未来发展大有可为。” 为了确保上游库存的积累能够转化成更大的消费需求， 国际铂金协会(PGI®)大力提供全面的营销资源、支持伙伴零 售商，如打造“铂金101”标准化知识体系和“营销制图”平台 PLATINUM ABC等。 Tim Schlick, CEO of Platinum Guild International; Pui P. Poon, Managing Director of Platinum Guild International (PGI) China 国际铂金协会(PGI®) 首席执行官施博天; 国际铂金协会(PGI®)中国区董事总经理潘佩佩 Platinum jewellery rebrands in global strategic shift 铂金首饰市场蓬勃振兴助力全球战略转型 Platinum Guild International unveils new positioning for platinum jewellery as global momentum surges on the back of white gold conversions. 全球铂金市场因业者“舍白取 铂”而掀起强劲势头，国际铂金协会(PGI®)把握时机，升级铂金首饰的新定位主张。 Watch JNA Conversations for more insights from PGI on global opportunities with platinum, pricing dynamics and the evolving preferences of Chinese consumers 欢迎收看JNA Conversations，了解国际铂金协会 (PGI®)对于全球铂金市场机遇、价格动态及中国消费者偏好变化的洞察。
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