Pandora bracelet


PANDORA presents the second new concept for 2018, advancing the company’s ambition to innovate its offering across all categories of jewelry.

PANDORA, the world’s largest jewelry brand, today launches PANDORA Reflexions, a flat bracelet made of precious metals.

PANDORA Reflexions is available in three metals: Sterling Silver, PANDORA Rose and PANDORA Shine. The bracelet is designed in a flexible mesh style and can be paired with interchangeable clip-on charms that can be tailored to customer preferences. The charms have built-in silicone handles that hold them in place.

Stephen Fairchild, Creative Director at PANDORA, said: “We offer a new customizable concept for women looking to personalize their personal expression. With high quality craftsmanship, affordable prices and a unique design, PANDORA Reflexions is a new collection that builds on our brand’s DNA. It is also an example of our strategic ambition to lead and innovate in the charms category by offering new and exciting products to customers.

One of the cornerstones of PANDORA’s five-year strategy is to innovate the product portfolio across all jewelry categories by updating existing platforms and introducing new concepts. PANDORA Reflexions is the second new concept introduced in 2018, following the March launch of PANDORA Shine, an 18k gold-plated jewelry collection.

“Unlike basic charm designs from PANDORA, Reflexions charms are flatter and more elegant in shape, and we expect the clean, timeless look of the bracelet to attract customers looking for that particular fashion trend that recently emerged. And although silver is the metal that defines PANDORA charms, the success of rose and gold in some Asian countries and across the world will be captured with the launch of Reflexions in three metals – silver, rose and gold. Stephen Fairchild said.

PANDORA is the global market leader in the charms category. PANDORA Reflexions is the first new concept in charm bracelet in five years and uses new technological advances that have been built in the company’s manufacturing facilities over the past two years, including new plating techniques.

In 2018, PANDORA will launch around 60 Reflexions products, which will be available in all concept stores worldwide and in the eSTORE.

PANDORA and the charm bracelet
Since ancient times, humans have worn talismans to ward off evil and bring good luck. Modern charm bracelets became popular throughout the 1950s and 1960s as a way to capture personal emotions and memories. PANDORA introduced its first charm bracelet concept, Moments, in 2000 and added a second concept in 2013, the PANDORA ESSENCE COLLECTION. As PANDORA expands into other jewelry categories like necklaces, rings and earrings, the charm bracelet is still the company’s largest product category, accounting for nearly three-quarters of its turnover. ‘business. In 2017, PANDORA sold 200,000 charms and 40,000 bracelets per day.


PANDORA designs, manufactures and markets hand finished and contemporary jewelry made from high quality materials at affordable prices. PANDORA jewelry is sold in more than 100 countries on six continents through more than 7,700 points of sale, including more than 2,500 concept stores.

Founded in 1982 and headquartered in Copenhagen, Denmark, PANDORA employs more than 26,500 people worldwide, including more than 13,200 in Thailand, where the company manufactures its jewelry. PANDORA is listed on the Nasdaq Stock Exchange in Copenhagen, Denmark. In 2017, the total turnover of PANDORA was 22.8 billion Danish kroner (approximately 3.1 billion euros).

For more information please contact:

Johan melchior
Director of External Relations
+45 4060 1415
[email protected]
Magnus Thorstholm Jensen
Vice-President, Head of Investor Relations
+45 7219 5739
[email protected]

Christian Møller
Investor Relations Officer
+45 7219 5361
[email protected]

Brian Granberg
Investor Relations Officer
+45 7219 5344
[email protected]