Luxury Jewellery in Thailand

PROSPECTS

Luxury costume jewellery is perceived as an affordable premium option

Luxury costume jewellery remained the most popular type of luxury jewellery, with stronger retail volume growth than luxury fine jewellery in 2019. Many Thai consumers tend to appreciate luxury goods, but are also price sensitive.

Custom-made jewellery offers a way in

As branding is set to remain important to consumers when purchasing luxury jewellery, certain luxury players offer luxury fashion jewellery with a combination of non-precious metals, such as semi-precious gemstones or synthetic materials. Some consumers like the designs of fashion jewellery, but wish their items to be made with precious metals and gemstones, such as white gold, platinum, real pearls and diamonds.

Luxury jewellery benefits from social occasions

While luxury jewellery is unlikely to be bought on a frequent basis, purchases continue to be supported by the demand for gift products and social engagements and special occasions. The wearing of jewellery is almost compulsory for social events such as weddings and engagements.

COMPETITIVE LANDSCAPE

Leading player Swarovski gains share

Swarovski Thailand Co increased its value share to cement its leadership in luxury jewellery in 2018. The company’s accessible pricing, compared with branded rivals, ensures Swarovski’s popularity as the entry-level luxury brand for consumers.

Cartier uses strong marketing to attract consumers

Cartier is a coveted brand in luxury jewellery. Brand heritage and simplicity of product design, especially for signature items, are highlighted by Cartier.

Pandora differentiates through classic and customised items

Charms and personalised bracelets remain popular as unique luxury jewellery under the coveted Pandora brand. Pandora concentrates on young-to-middle-aged consumers.

Files are delivered directly into your account within a few minutes of purchase.