The ultra-luxury jewellery market is evolving fast. Top-tier brands are no longer just selling exquisite craftsmanship - they’re investing heavily in brand, storytelling, and experiences that resonate with high-net-worth consumers.

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The sector is valued at £300 billion in 2025, and marketing strategies are becoming increasingly sophisticated. Heritage, digital innovation, and high-impact sponsorships are all being leveraged to drive long-term brand equity and measurable performance.

New Honch List – Luxury Jewellery Brands

Our latest research profiles 150+ high-end jewellery brands and over 3,000 senior global marketers, providing actionable insight into the people and strategies shaping the sector.

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The list includes:

• Senior marketing decision-makers across brand, digital, and experiential teams
• Campaigns, partnerships, and sponsorship activity
• Brand positioning, heritage storytelling, and innovative engagement strategies

With Honch, you can access every key decision-maker and their current marketing strategies in just a few clicks.

2 Key Trends When Targeting the Sector

While these brands continue to invest heavily in craftsmanship and brand, there are two standout trends shaping marketing strategy in 2025:

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1. Digital Investment: Prestige Meets Accessibility

Ultra-luxury brands are doubling down on digital channels to reach buyers, while carefully maintaining their aspirational positioning:

• Cartier: Snapchat AR lenses and AI-powered clienteling deliver personalised, immersive experiences. Digital campaigns in China via WeChat and Douyin are tailored to local culture and preferences.
• Tiffany & Co.: The Nftiff collection combined NFTs with physical jewellery, creating hyper-exclusive digital experiences for ultra-high-net-worth collectors.
• Van Cleef & Arpels: Virtual exhibitions of heritage collections allow remote engagement with top collectors, maintaining exclusivity while extending digital reach.

These investments show a sector-wide effort to replicate the white-glove in-store experience online, using high-fidelity visuals, AI-driven recommendations, and hyper-personalised interactions.

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2. Sustainability and Ethical Positioning

Luxury buyers increasingly demand environmental responsibility, but brands must balance sustainability with prestige and investment value:

• Chopard: Committed to 100% ethical gold and transparently sourced diamonds, while reducing pre-consumer waste and minimising environmental impact.
• Bvlgari: Launched the Serpenti Seduttori collection using responsibly sourced gems and actively reports on ESG initiatives.
• Tiffany & Co.: Pioneered transparent sourcing for natural diamonds and invests in community-focused ethical mining programmes.

Lab-Grown Diamonds now represent over 20% of the market. Brands must offer eco-conscious options without diluting the rarity and investment value of natural stones. Clear storytelling around dual sourcing - natural versus lab-grown - is now essential to protect pricing power and brand prestige.

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Final Thought

Ultra-luxury jewellery brands are moving fast - digitally, ethically, and strategically - but every move is measured and precise. They are balancing exclusivity with accessibility, heritage with innovation, and natural diamonds with sustainable alternatives.

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With Honch’s Jewellery List, you can see who is driving strategy, where budgets are going, and which campaigns are shaping the sector, giving you the insight to engage the world’s leading 150 brands with confidence.

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Access our latest Honch List today and make your prospecting sparkle. 💍