Our team attended the Links of London Press Event recently. This was a chance to discover their SS17 jewellery and watch collections and the unveiling of their latest collaboration with Ascot Racecourse.
Ascot racecourse is one of, if not the most highly regarded racecourses in Britain and the annual Royal Ascot event taking place every summer, this is one of the most quintessentially British events in the events calendar. With its rich British heritage, that spans from 1711 when created by its founder Queen Anne alongside Links of London’s Iconic status within the British jewellery market proves for the perfect collaborative partnership.
The collection features key iconic designs from the brand such as the timeless ‘Sweetie’ bracelet which has been one of the brands most popular styles for the past 15 years. The ‘Sweetie’ collection features pendants, watches and rings all inspired by the iconic piece.
The ‘Sweetie’ inspired pieces include an update of the iconic bracelet, with purple accent rings alongside the classic sterling silver ones. Delicate racing inspired charms in both sterling silver and yellow gold vermeil which can be used to accessorise the ‘Sweetie’ bracelet. There is also an update of the iconic Links of London friendship bracelet, which features the key colours of Ascot which are deep purple and scarlet red. This collection also features ‘Royal Ascot’ emblem cufflinks and tie-pins for men.
The collection also includes ‘Narrative’ which is a line that creates contemporary takes on more classic styles, with the option of personalisation. The ‘Narrative’ is updated with recessed surfaces inspired by the silks in which the jockey’s wear. This innovative surface application creates a beautifully delicate tribute to the traditional silks, yet still remains contemporary in its appearance.
Alongside the sterling silver and yellow gold vermeil comes the introduction of 18k rose gold. The styles within this line include an adjustable bracelet and pendants that will be sold in two different sizes.
Alongside ‘Sweetie’ and ‘Narrative’ the collection includes an extension on the ‘Diamond Essentials’ range. The pieces within this collection are minimal and delicate, with the introduction of diamonds that adds a new dimension to the simplicity of the designs. This collection it inspired by the horseshoe. A simple yet iconic nod to horse racing. The horseshoe style carries through on multiple products including delicate chain bracelets, rings, earrings, pendants and adjustable cuffs. The styles feature in sterling silver, yellow gold vermeil and 18k rose gold.
All these key collections within the collaborative project are still recognisable as Links of London, but with an underlying essence of Ascot, ensuring the pieces have a timeless quality about them.
When will the collaboration be available to buy?
The Links of London ‘Ascot Collection’ will be available to buy from mid-May in all Links of London stores and concessions and also online at Links of London and within Ascot and Royal Ascot’s on-site retail stores. The release will just be in time for the start of the flat racing season at Ascot which starts in May and then the main event of Royal Ascot that takes place from the 20th to the 24th of June this year.