Japan’s platinum jewellery industry is among the world’s most mature and influential, built on decades of strong performance, premium market positioning and deep cultural resonance. As the definitive symbol of authenticity and lasting value, the Japanese appreciate its natural white colour, purity and understated luxury. Combined with its durability, rarity and enduring value — regardless of short-term metal price fluctuations — platinum continues to hold a unique and trusted place in Japan’s jewellery market. While gold accounted for 55% of total jewellery unit sales in 2024 and platinum jewellery represented 28% of ... (full story)