Watches are the piece of jewellery most men already own, but they are not the only jewellery men have worn, and they were never the historical norm. Men have worn rings, necklaces, bracelets, earrings, cufflinks, pins and watch chains for centuries. In a 2025 YouGov survey of British men, necklaces or chains were reported by slightly more jewellery purchasers than watches (33% against 32%).
Where the “watches only” idea comes from
The Rijksmuseum, the Amsterdam national museum, says in its curatorial introduction that men have worn jewellery for centuries. It also notes that in the nineteenth and twentieth centuries jewellery was mostly associated with women. That is the key point: the idea that men should wear only a watch reflects a particular period of social association, not a timeless rule. The museum’s introduction, written by curator and restorer Suzanne van Leeuwen, also describes recent visibility for men’s jewellery on red carpets, in media coverage and in streetwear.
Men’s adornment before the modern rule
The Metropolitan Museum of Art puts the historical point plainly on its The Regal Body exhibition page: “Throughout history, men have adorned their bodies as much as women have.” The Met’s examples come mainly from early modern Europe, where adornment carried rank, office and ideas about masculinity rather than simply decoration.
| Setting | Example named by the source | What the source says it signalled | Source |
|---|---|---|---|
| Early modern Europe | Elaborate collars, decorated sword hilts and armour | Status, rank and ideals of masculinity | The Met, The Regal Body |
| Early modern Europe | Gorgets (neck guards) worn as statement ornaments | Display of rank and prestige | The Met, The Regal Body |
| Knighthood | Gemmed insignia | Office and honour associated with knighthood | The Met, The Regal Body |
| Ilongot communities, Philippines | A specific kind of earring worn by adult men | Recognition as a headhunter within that community | National Museum of the Philippines |
The same objects can mean very different things in different places. A decorated sword hilt, an ornate collar and a community-specific earring all count as men’s adornment, but they do not share one meaning or one style logic.
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Why culture matters more than a single rule
The National Museum of the Philippines presents jewellery as material culture linked to identity, tradition, adornment and belief. Its collection describes a wide range of forms, including earrings and earplugs, necklaces and chokers, armbands, bracelets, anklets and finger rings. Its description of the Ilongot earring shows why such items should not be read as generic fashion. In that community the meaning is tied to a specific social recognition, and transplanting it into a modern style discussion would misrepresent it.
When you assess whether a piece of jewellery is a style choice or a cultural marker, three questions help:
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- Who wore it historically, and in what role (rank, belief, identity, personal adornment)?
- Does the source describe a specific community’s meaning, or a general aesthetic?
- Is it being worn today as personal style, or is its original meaning still in use?
What men are buying today
The clearest recent consumer data comes from a YouGov survey published in 2025 and conducted online on 28 May 2025. It asked British men about their jewellery purchases. The article’s main text describes a sample of 1,000 men; the methodology line contains a typographical error (“1,0000”), so the 1,000 figure is the one to use. Responses were weighted by age, gender, education, region and social grade, and YouGov gives an overall margin of error of 3%.
- 17% of British men said they had bought jewellery for themselves in the previous 12 months.
- That figure was 24% among Gen Z men and 14% among Baby Boomers.
Among those who had bought jewellery, the categories reported were:
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| Category | Share of jewellery purchasers reporting it |
|---|---|
| Necklaces or chains | 33% |
| Watches | 32% |
| Bracelets | 24% |
| Fashion rings | 22% |
| Earrings | 21% |
| Cufflinks | 15% |
| Anklets | 5% |
These categories are not mutually exclusive, so a purchaser may appear in more than one row. The shares should not be added together to produce a total. They describe the share of purchasers, not the share of all men.
Where men buy jewellery
The same YouGov survey reports on shopping habits among the same group of purchasers:
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- 47% bought mostly or entirely online.
- 39% cited independent or local jewellers as a place they shopped.
- 30% cited marketplaces such as Amazon or eBay.
- 27% cited high-street jewellers.
- 39% said price and discounts influenced their purchase.
Price therefore matters to a large share of buyers, but the survey does not rank one metal or category as the best value.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Contemporary forms, in GIA’s words
The Gemological Institute of America (GIA) has observed a change in how men approach jewellery. Stephen Roehl, product manager for GIA’s jewelry manufacturing arts department, is quoted as saying: “Men today are demonstrating increasing fashion sophistication among themselves. They are undoubtedly more comfortable wearing jewelry – non-wedding rings, necklaces, and bracelets, for instance – than their fathers were.” GIA’s account is a qualitative observation from a professional body; it does not measure a market trend.
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GIA’s overview lists examples of current men’s pieces: non-wedding rings, necklaces, bracelets, cufflinks, earrings, chain necklaces and pendants. It names materials including gold, silver, platinum, stainless steel, titanium, pearls, leather and rubber. A men’s chain necklace is one of many possible choices within that range, not a requirement.
If a piece contains diamonds, GIA advises that the purchase should come with a GIA grading report. That guidance concerns diamond grading only. It does not settle questions of overall value or of how a stone was sourced.
How to choose a piece to wear alongside a watch
Because a watch is often already on the wrist, the choice of additional jewellery matters. Compare pieces on these axes:
- Form and intended use: daily wear, formal clothing, or a piece chosen for personal symbolism.
- Material and finish: the sources above list gold, silver, platinum, stainless steel, titanium, pearls, leather and rubber; each has different care needs.
- Scale and visual prominence: a heavy chain or bracelet competes with a watch on the same wrist, while a thin band or a cufflink sits quietly.
- Meaning: whether the piece carries personal, religious or cultural significance that should be respected in how it is worn.
- Care and durability: how the material wears, tarnishes or can be cleaned.
- Price: what the piece costs relative to how often you will wear it.
For any cultural or ceremonial item, check its specific context before treating it as a generic accessory.
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What the evidence does and does not establish
- The consumer figures come from one UK survey, conducted in 2025. They describe British men and should not be read as a global picture.
- The published material reviewed here does not provide a market-size figure for men’s jewellery, so no such estimate is offered.
- The museum sources establish history and cultural context; they do not measure how often men wear jewellery today.
- GIA’s comments are professional observations, not a quantified trend.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
