Oeding-Erdel Fine Jewellery (OE) has launched a new range to cater for the ever-growing men's market.

OE is a long-established German company based in Penang, which specialises in gold and platinum jewellery set with diamonds and coloured gems, and exports to 39 countries worldwide.

It has now created three new lines to appeal to the varying lifestyles of the modern man, with many now opting for various jewellery to look fashionable, the Star reports.

Sleek and understated rings, cufflinks and bracelets in platinum have been designed for the "corporate" man, who wants to add a touch of class to his working attire.

For the "casual" man there are ear studs and ear ringlets, as well as rings set with coloured gems, pendants and bracelets set with diamonds.

The bold amongst men will be drawn to the "funky" range, which includes a matching "dragon" pendant and ring set with diamond or black onyx.

"Nowadays, jewellery is not just for women; it's also for men," said Ong Li Dong, OE's general manager.

Endorsed by celebrities such as David Beckham, Johnny Depp, Tom Cruise and Will Smith, the trend for platinum-clad males is set to be the new black.