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November 19, 2019

The World’s Most Well-Known Watchmakers Have a New Rival, a Jeweler Claiming Exclusive Rights in “Red Gold”

Luxury watchmakers have long wrestled with one very prominent set of opponents – counterfeiters, the often-Chinese entities that actively saturate the market with “Rolex” watches with hands that tick instead of glide, lighter-than-usual “Audemars Piguets,” and improperly engraved “Patek Philippes.” Over the past decade or so, an assertive new foe has arisen: a jeweler to the stars claiming exclusive rights in the words “red gold,” and waging an increasingly aggressive war against nearly every major watchmaker – from Cartier and Piaget to Breitling and Rolex – in the process. 

When jeweler Chris Aire opened the doors of his eponymous jewelry company 23 years ago in Beverly Hills, rose gold was far less popular than it is today. “You couldn’t give rose gold away before we started branding it,” he told Bloomberg years later. The branding that Aire is referring to included calling the pink-hued gold-copper alloy “Red Gold,” which he says is a more masculine way to describe it.

Read more about jeweler Chris Aire and his branding of red gold, on The Fashion Law website, online HERE

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