Breguet Celebrates the First Watch With Unveiling of the Reine de Naples Watch and Jewelry Collection

Reine de Naples ladies timepiece

Abraham-Louis Breguet is said to have created and delivered the first wristwatch, for Caroline Murat, Queen of Naples on October 5, 1812. To pay tribute to this historical piece and its creator, the Swiss luxury watch brand that bears the creator’s name went off to Naples for a celebration commemorating the 200th anniversary of the event.

The Breguet celebration held on Oct. 5 and 6 on the Gulf of Naples included a tour of Reggia Di Capodimonte, which was the home to Caroline Murat, who occupied the throne of Naples until 1815 and a gala and an historical exhibition, “Reine de Naples,” on the Isle of Capri.

The Swiss luxury watch brand also unveiled the 10th anniversary of its “Reine de Naples” ladies watch and jewelry collection. Launched in 2002, this collection is a tribute to the first wristwatch, ordered by Caroline Murat from Abraham-Louis Breguet in 1810 and delivered in 1812.

Reine de Naples ring in 950 platinum paved with brilliant-cut diamonds (2.48 ct), with baguette-cut diamonds (approx. 7.50 ct), and an oval-cut blue sapphire (9.50 ct).

The “Reine de Naples” anniversary special has a striking mechanism that marks the top of every hour with two chimes repeated three times. A pushpiece at 2 o’clock disables the function. Along with the usual technical imperatives involved in designing an oval movement, this timepiece incorporates the results of fundamental research by Breguet into the acoustics of chiming and repeating watches.

The geometry of the bridges, the oscillating weight and the decoration, displayed through the sapphire crystal back of the watch, form the image of a garden pavilion in the Mediterranean style, identical to the stately residences of Caroline Murat. To do justice to the lavish setting in which the piece is unveiled, the bezel and the snap of the “Reine de Naples” anniversary special are set with 28 brilliant cut diamonds and 27 blue sapphires. The striking hammers appear above the dial at 11 and 1 o’clock, while between them the diamond heart of a rose engraved in gold indicates the engagement of the hour striker. The silvered gold dial and its flange are paved with 233 brilliant cut diamonds and 303 blue sapphires with different nuances, offering a subtle color gradation. A crown placed at 4 o’clock and set with a briolette-cut diamond adds a sublime final touch to this exclusive anniversary watch, mounted on an alligator strap with a folding clasp set with 26 diamonds.

Reine de Naples tiara in 950 platinum paved with brilliant-cut diamonds (12.75 ct), baguette-cut diamonds (approx. 8.00 ct) and an 8.37 ct oval-cut blue sapphire.

The Reine de Naples jewelry set consists of a ring, pair of earrings, necklace and tiara, all in 950 platinum. The central motif of the jewels in the set is an oval-cut blue sapphire. It is surrounded by two ovoid rings paved with baguette-cut diamonds in an elegant and refined echo of the case of the first wristwatch, which had an oblong shape. 

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Golden Globe Awards Red Carpet Jewelry Fashion

Natalie Portman wearing a platinum and diamond necklace, and platinum and diamond stud earrings by Tiffany & Co.

Halle Berry wearing platinum and diamond stud earrings (3.03 carats), and five platinum and diamond bracelets by Harry Winston.

Jennifer Lopez in platinum and diamond cluster earrings, platinum and diamond hair pin, platinum and diamond cuff, and a platinum and diamond ring (7.06 carats) by Harry Winston.

Scarlett Johansson wears a platinum and diamond bracelet from 1920 (22.48 carats), platinum and diamond bracelet from 1930, platinum and diamond hair clips from 1934, and platinum and diamond stud earrings by Van Cleef & Arpels.

Eva Longoria wears platinum and diamond brooches, and platinum and diamond stud earrings (5 carats) by Neil Lane.

January Jones in platinum and diamond earrings (7 carats), and platinum and diamond bracelets by Neil Lane.

Catherine Zeta Jones in platinum and diamond earrings (26.8 carats), platinum and diamond bracelet (14.87 carats), and a platinum and diamond ring (7.2 carats) by Van Cleef & Arpels.

Michelle William in vintage platinum and diamond stud earrings by Fred Leighton.

FTC Revises Platinum Jewelry Regulations to Reflect the Use of Base Metal Alloys

The Federal Trade Commission has revised its Jewelry Guides to help ensure that consumers are not deceived when buying platinum products and that marketers understand how certain new platinum/metal alloys—products made of a combination of platinum and non-precious “base” metals—should be described and advertised.

In recent years, some marketers have added base metals, such as copper and cobalt, to platinum jewelry sold to consumers. While this has made jewelry marketed as “platinum” more affordable, it also has made buying it more complicated and increased the need to clarify how combination platinum/base metal alloy products should be marked and advertised to prevent deception.

In a Federal Register notice describing the changes to the Platinum Section of the FTC’s Guides for the Jewelry, Precious Metals, and Pewter Industries, the FTC states how marketers should mark or describe “platinum/base metal alloys,” which contain between 50 and 85 percent platinum.

Specifically, the new Platinum Section states that marketers of platinum/base metal alloys should:

1) Disclose the product’s full composition, by name and not abbreviation, and the percentage of each metal it contains—for example, 75 percent platinum, 25 percent copper or 60 percent platinum, 35 percent cobalt, 5 percent rhodium; and

2) Disclose that the product may not have the same attributes or properties as traditional platinum products, which are comprised of at least 85 percent pure platinum.

The amendments further state that marketers need not make the second disclosure if they have competent and reliable scientific evidence that a product is materially the same as one containing at least 85 percent pure platinum, based on a variety of attributes such as durability, luster, and hypoallergenicity. The notice also provides background information on the FTC’s review process, discusses the public comments received during the review, and describes how the Platinum Section has been updated.

The FTC issued the Jewelry Guides and their Platinum Section to help manufacturers avoid making claims that are unfair or deceptive under the FTC Act. Industry guides are administrative interpretations of the law and are not independently enforceable. However, the FTC can take action under the FTC Act if a business makes marketing claims that are inconsistent with the Guides and it believes such claims are unfair or deceptive, in violation of the FTC Act.

New Consumer and Business Education
The FTC has issued two new publications to help consumers and businesses understand and comply with the changes to the Jewelry Guides. Going Platinum: What to Look for When Buying Platinum Jewelry, is intended to help inform consumers before they go shopping. It explains that while traditionally platinum jewelry contained 85 to 95 percent pure platinum alloyed with other precious metals, in recent years, some platinum pieces have been alloyed with a larger percentage of non-precious metals, such as copper and cobalt.

It suggests that consumers ask their jeweler about the attributes of any piece of platinum jewelry they are considering buying, so they can have an idea of the piece’s quality and value for the cost. It also describes and explains how platinum jewelry is marked, and provides a table with examples of markings they are likely to see.

The business education publication, Advertising Platinum Jewelry, describes how the platinum content of jewelry should be marked and advertised to comply with the changes to the Jewelry Guides. It also describes when disclosures should be made, and states that they should not be misleading and should disclose material information to customers. For example, if the platinum/base metal-alloy item being sold does not have the properties of products that are almost pure platinum, or have a very high percentage of platinum, this should be disclosed to potential buyers.

The document also describes terms used in advertising platinum jewelry, as well as how such jewelry should be labeled. It also provides a table with marking examples and what percentage platinum and alloy the marked jewelry should contain.

The Commission vote approving issuance of the Federal Register notice amending section 23.7 of the Guides (taken before Commissioners Edith Ramirez and Julie Brill joined the FTC) was 4-0. The Commission vote to modify the Federal Register notice to amend section 23.0 of the Guides was 5-0.

Retailers Upbeat on Platinum Jewelry Sales

Platinum "Triad" ring that recently received an AGTA Spectrum Award in the Bridal Wear - Platinum Honors category.

Retailers are showing a renewed sense of optimism when it comes to sales of platinum jewelry, according to a recent survey by Platinum Guild International, an organization that promotes the platinum jewelry to consumers and the jewelry trade.

The survey, conducted by GFK Audits and Surveys, reports positive growth in platinum bridal jewelry sales for the first half of 2010, and a projected 3 percent increase through the end of the year.

A total of 56 percent of the 419 small chain and independent retailers surveyed plan to purchase additional platinum product through the end of 2010. In particular, they are stocking up on platinum bridal inventory as they prepare for increased engagement business during the holidays.

The strongest factor contributing to the strength of platinum sales in 2010 was the rising price of gold, PGI said. Platinum’s competitive pricing against gold attributed to 31 percent of retailers stating platinum’s price as a positive attribute, while an additional 29 percent found value in platinum’s unique properties of durability and strength.

The survey also reported that some retailers attributed platinum sales increases due to their staff suggesting platinum to customers more often than before, PGI said.

More than a quarter of the retailers surveyed are considered Preferred Platinum Partners, those who work closely with PGI to increase platinum jewelry sales.

Platinum Jewelry on the Red Carpet at the Primetime Emmy Awards

 Platinum jewelry played a pivotal role at Sunday’s Primetime Emmy Awards in Los Angeles. A-list television stars opted for classic elegance by wearing platinum jewelry. Whether it was a pair of stud earrings with brilliant white diamonds as seen on Kim Kardashian, or stacked cuff bracelets with colored gemstones on Kyra Sedgwick, platinum transcended all jewelry trends.

The television stars who wore platinum for the awards program are as follows:
 

Lea Michele: Platinum and multi-colored mesh diamond necklace, two platinum and champagne diamond bracelets, and a pair of platinum and champagne diamond stud earrings (10 cts.) by Lorraine Schwartz.

 

 

Emily Blunt: Platinum and diamond bangle, platinum and diamond ring, platinum and diamond flower hair pin, and a pair of platinum and diamond stud earrings by Lorraine Schwartz. Emily’s jewelry complemented her platinum engagement ring and wedding band by Neil Lane.

Kim Kardashian: Platinum cuff with champagne and white diamonds (80 cts.), platinum and diamond stud earrings (15 carats), platinum and diamond pinky ring (8 cts.), and platinum and diamond hair pins by Lorraine Schwartz.

January Jones: Platinum and diamond stud earrings (10.12 cts. of flawless diamonds), and a platinum and yellow diamond ring by Cartier.

Kelly Osbourne: Platinum bracelets with black and white diamonds, and a pair of platinum earrings with black diamonds (14 cts. each) by Martin Katz.

Amy Poehler: Platinum and diamond drop earrings, bracelet and ring by Stephen Russell.

Julie Bowen: Platinum and diamond stud earrings and bracelets by Neil Lane.

Dianna Agron: Platinum earrings with 246 brilliant-cut diamonds and 2 briolette diamonds (2.54 cts.) by Cartier.

Jessalyn Gilsig: Platinum and brown diamond ring (8 cts.) by Chopard.

Elisabeth Moss: Platinum and diamond earrings (33 cts.), two bracelets (179 cts. total), and two rings by Chopard.

Tina Fey: Platinum and black diamond tassel bracelet by Lorraine Schwartz.

Kyra Sedgwick: Platinum bracelets with multi-colored gemstones, platinum ring with rubellite (60 cts.) and diamonds, and a pair of blackened platinum drop earrings by Ofira.

Lauren Graham: Blackened platinum and diamond star earrings, platinum and diamond bangle, two platinum and diamond rings, and a platinum ring with black agate and diamonds by Ofira.

Heather Morris: Platinum and diamond stud earrings, and bracelet by Kwiat.

Cheryl Hines: Platinum and diamond bracelet (37 cts.) by Chopard.

Jenna Fischer: Platinum and natural rough diamond ring (45.61 cts.) by Diamond In The Rough.

Keri Russell: Platinum jewelry by Cathy Waterman.