It's not just amongst fashion-conscious youth, however; men's jewellery today can be seen on the basketball court or in the boardroom. Influenced by modern pop culture, the more traditional, formal looks of yesterday have been overtaken by more modern, sleeker designs using alternative metals such as titanium and stainless steel, or colours such as black, mixed with diamonds and other precious stones. Visitors to Areeq Dubai, the exclusive event which brings together the most prestigious watch and jewellery brands as part of Dubai International Jewellery Week will be able to view the latest men's collections from the Middle East and around the world. As you would expect, watches remain the most popular items in any men's jewellery line and will feature heavily at Areeq Dubai. Dunamis Time Pieces epitomises the current market trends by fusing Swiss watch-making with cutting-edge couture fashion, a revolution against traditional watch making ethics. They'll be showing bold designs using black and stainless steel which are hand-crafted using precious diamonds and gemstones. The Lex Diamond Watch, designed by Jordanian Master Jeweller Alexander Nasrawi, combines Swiss engineering with a design which allows wearers to instantly reconfigure their timepiece to suit their mood or environment. Designed on solid stainless steel or 18 carat gold, each watch is painstakingly set with flawless diamonds, but the highlight is interchangeable bezels with single, double or triple rows of white or coloured diamonds. Dubai-based Dhamani Jewels will also be showcasing its range of men's watches studded with sparkling white brilliant cut diamonds. Dhamani's men's range also includes rings, cuff links and accessories which feature diamonds set and styled in masculine designs. High on most men's lists of jewellery must-haves are cuff links and La Reina Collection, based in Los Angeles, will be showing its selection of unique white, yellow and black diamond cuff links which feature extremely rare flat diamonds at their centre. Recognising the increasing popularity of bracelets and other less traditional men's jewellery items, La Reina Collection will also be introducing its new range of diamond and titanium bracelets for the first time. These pieces are part of the new 'Evoluzione' collection which this year won an award for Best Designing from Town & Country. Jacob & Co, brought to the UAE by Bin Hendi Enterprises and exhibiting at Areeq Dubai, counts celebrities like Sean 'P.Diddy' Combs, Justin Timberlake, David Beckham and Enrique Iglesias as some of his biggest fans. With such a following, he typifies a new generation of 'cool' in men's jewellery design. His complete range of lavish and unique designs for men includes rings, cufflinks, bracelets and pendants encrusted with diamonds and coloured gems. For men, the choice of jewellery has never been as wide, as experimental or as lavish as it is toda
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