MANILA, Philippines - Rare it is to find a man who loves jewelry. But it is not so rare to find a man who buys them.

In truth, men?s role has largely been buyers of jewelry for the women in their life. And it is perhaps for this same reason that jewelers find the men?s jewelry business hard to dismiss altogether.

The purchase of a necklace as a gift for the wife may also yield a sale of a watch for himself, possibly even a bracelet.

One such jeweler is the luxurious house of Bulgari, which, while it enjoys mostly the patronage of women who are increasingly financially independent and capable of buying their own baubles, continues to relish the loyalty of longtime male clients in the Philippines.

?The quality of service [at Bulgari] is second to none,? said Arthur J. Young Jr., chair of PSI Technologies Inc. and Ace Saatchi & Saatchi, a longtime client. ?They have a great product, but coupled with the service, why won?t you go back? It?s always a delight,? he said, then deadpanned, ?Painful but delightful.?

Gerwyn See, the young chief executive of Ababa Corp., which owns the local franchise of Mrs. Fields, echoed Young?s compliments. ?The moment you step in?even on only my second visit?they know your name right away. The service is very personalized.?

See, who, like Young, was a guest at a recent private cocktail hosted by Bulgari boss Mario Katigbak in its Greenbelt 4 outpost, bought his first item from the boutique when he got married three years ago. He and his wife picked their wedding bands from the Italian jeweler, in both white gold and yellow gold ?to match our [outfits]? on any given day, See said.

It was the influence of his father-in-law that jump-started See?s love affair with Bulgari. He moved on to the watches?an Ergon is a favorite as it complements his pinstripes. He has also become a jewelry expert of sorts, at least in his wife?s tastes. She likes colored stones, he said, ?with a touch of pink.?

Rare breed

Joey Pulido, however, belongs to a more rare breed. He is one who enjoys buying jewelry and knows what he?s buying.

A man of slight build, he showed at the cocktails that he was a sleek dresser, casual but also polished. On his left wrist, underneath the cuff of a well-cut shirt, hid a classic steel watch with a large face. A stacked-style white-gold ring (the unmistakable BZero1) adorned his right ring finger.

But what truly drew the eyes was the white-gold bauble on his left ear. It had a single diamond in the center. Small and tasteful, but the sheer audacity of its wearer commanded attention.

?My frustration is that Bulgari doesn?t have earrings for men,? he said in mock despair. ?And you always have to buy them in pairs!?

?Some buy jewelry as an investment. I don?t believe in that,? said the successful trader. ?Jewelry is meant to be enjoyed. Buy for your satisfaction, so whatever happens with it in the future, you?ve already enjoyed it... [When buying] I give a lot of emphasis on how [a piece of jewelry or watch] looks. I like styles that aren?t so common.? If it looks good, he buys.

?If you meet me for the first time, you won?t scrutinize me for the functions of my watch,? Pulido, 42, pointed out. ?What would attract you is its overall look.?

He has 12 Bulgari watches, on top of those from other luxury brands. His partiality to the brand is no accident. He and Katigbak are best friends, though Pulido was quick to add that he liked its classiness and exclusivity. ?It has trendy designs, but it maintains its class,? he noted.

More often still, function and practicality are what influences men in their choice of watches.

Practicality

?They say when a [watch] movement gets more complicated, the more expensive it becomes,? noted Raymond O?Santos, the vice president of a manpower placement firm called Deltavir. ?So I think of the practicality. I have chrono watches, but I don?t use the functions... I want a style that can be worn on different occasions.?

His job requires him to be around OFWs on a daily basis that O?Santos, 44, makes sure his choice of watch doesn?t look loud and vulgar.

Apart from his watch, O?Santos wore to the cocktails a classic Bulgari Bulgari white-gold bracelet and a Parentesi pendant hanging from a rubber chain.

A pediatrician, Romeo Nuguid also goes for simplicity because of the nature of his work. A bachelor at 44, he sometimes gives in to trends to cater to his adventurous side, but the sensible part of him often takes over.

Nuguid buys at least two leather belts from the boutique every year, and the occasional cufflinks. He proudly showed off his Bulgari necktie, which he has had for four years. ?I just saw one now that I want to buy,? he said. ?They last a long time and they never look dated.?

Youthful

Almond Yatco, 35, an exporter-trader, also said he?s had his chrono watch for nine years, which has withstood wear from frequent snorkeling trips. He gravitated to the brand because buying from another popular watchmaker ?seemed a bit old. This one appealed to me because it was youthful,? he said. ?It?s functional and casually rugged.?

Yatco has also gifted his girlfriend with a BZero1 ring, which she wears a lot. Asked if he?s moving on to pricier pieces, ?Hopefully not too soon!? he said with a grin.

Lutz Kunack, a German lawyer-businessman who has lived in Manila for 20 years, is a longtime client who takes delight in surprising his wife with gifts of jewelry. (?He buys a lot for his wife!? a visibly pleased Katigbak attested.)

?If you make someone happy, say, you?re just in a sando and just had spaghetti and you?re not expecting to get anything, that?s it,? said Kunack, president and managing partner of Fritz and Maczoil.

Young said he relies a lot on Katigbak, his gym buddy, when it comes to picking special-occasion gifts for his wife and his daughter.

?I just tell him and he sends something over and I pick,? Young said. ?My wife wants elegant but not overly expensive jewelry... The colognes and lotions are great. And the watches. It depends on how drunk I am when I buy,? he added, grinning. ?No jewelry for me. I only need one ring.?

Lutz, meanwhile, owns about 20 watches from different watchmakers, mostly sporty styles. He prefers the complications, no matter the cost. ?If you see something you like, buy it,? he advised.

And that?s just the kind of statement that makes Katigbak a very happy man.