For Harry Winston, this emphasis on very expensive jewelry has always been the rule.
Harry Winston Diamond Corp shares are currently trading off about 5.4% on the day.
It is the result of a collaboration of famed jeweler Harry Winston and watchmaker Greubel Forsey.
To see how Harry Winston jewelry makes it to the red carpet, click here.
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The transaction does not include the Canadian-based diamond mining activities of Harry Winston Diamond Corp.
FORBES: Swatch Group Acquires Harry Winston's Luxury Retail Division For $1 Billion
But, if Suzy Amis Cameron wears any Harry Winston jewels, she might not want to recycle them.
Harry Winston in May announced that it is involved in the establishment a polished diamond investment fund.
Though its origins are shrouded in mystery, the diamond was bought by Harry Winston in 1957 and repolished.
In truth, the New York jeweler Harry Winston is probably the current champ.
Harry Winston Diamond Corp. is a business with assets in the mining and retail segments of the diamond industry.
FORBES: Harry Winston's Luxury Retail Business Is Not For Sale
So what does Harry Winston lose in the event of a retail sale?
Harry Winston is a premier diamond jeweler and luxury timepiece retailer with luxury salons in key locations around the world.
It comes with a signed box and a copy of proof of purchase from Harry Winston, dated May 23, 1980.
FORBES: 30.52-ct. emerald-cut diamond sold for $3.3 million.
Harry Winston supplies rough diamonds to the global market from its 40 percent ownership interest in the Diavik Diamond Mine.
FORBES: Harry Winston's Luxury Retail Business Is Not For Sale
Harry Winston said higher rough diamond prices and better high-end jewelry demand were key contributors to its performance during the quarter.
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It might also seem like when you buy a Harry Winston diamond ring what you get is a Harry Winston diamond.
The late Harry Winston, the jeweler to the stars, even gave the Hope Diamond to the Smithsonian Institution on the installment plan.
After a series of fittings, jewels are hand-delivered to a rendezvous point determined by both celebrity representatives and Harry Winston team members.
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The company is looking for a partner too--so what about Harry Winston?
Today, the Harry Winston-celebrity rapport is part exclusive club, part highly-tailored enterprise.
FORBES: How Movie Stars Pick Oscars Jewelry For The Red Carpet
It may be something Harry Winston will explain over the next few days, but in the meantime we can ask some questions.
Jewelry business insiders call British diamond merchant Graff the new Harry Winston.
Arriving first, Chastain conjured golden era Hollywood in gilded Armani Prive and a combination of Deco diamond earrings and bracelet, courtesy Harry Winston.
"They buy what lasts, what is wearable, what is classic, " says James Haag, a director of Harry Winston in New York, another high-class jeweler.
Harry Winston also was reportedly in talks to buy the remaining interest in Diavik from its partner in the venture, Rio Tinto Diamonds.
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Harry Winston's target audience for its jewelry is professionals, age 35 to 50, who visit the store with their children and their dogs, says Haag.
The Brazilians jet to Harry Winston in New York, where they refuse the legendary jewel seller's request to polish a section of the 79-carat rough.
The world-renowned Harry Winston luxury brand is now under new ownership.
FORBES: Swatch Group Completes $1 Billion Harry Winston Acquisition
When this transaction is completed the company, Harry Winston Diamond Corp.
FORBES: Swatch Group Acquires Harry Winston's Luxury Retail Division For $1 Billion
Harry Winston was reportedly in talks to buy the mine outright.
FORBES: Harry Winston's Luxury Retail Business Is Not For Sale
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