Red Luxury, the Paris-based watches and jewelry group founded in 2012 by Romain Bénichou and David-Emmanuel Cohen, has acquired French men’s jewelry label Le Gramme, marking a new chapter for the minimalist silver brand known for naming its pieces by their weight in grams.
Founded in 2012 by Adrien Messié and Erwan Le Louër, Le Gramme carved a niche in men’s jewelry with its clean aesthetic and high-quality silver pieces. However, the brand fell into financial difficulty, entering receivership in October 2023 and being liquidated in December 2024.
Red Luxury Steps In
“Le Gramme has all the attributes of a major label: a strong identity, a clear positioning, and a loyal clientèle. We will give the brand the means to achieve a new dimension,” said Romain Bénichou, now president of both Red Luxury and Le Gramme.
Revival and Expansion Plans
Under Red Luxury’s ownership, Le Gramme will pursue an ambitious international expansion, with flagship stores planned for Paris, London, and New York. While specific locations and opening timelines have not yet been disclosed, the move underscores Red Luxury’s intention to reposition Le Gramme as a high-end global player in the men’s jewelry space.
To guide this transformation, Red Luxury appointed Mehmet Kartal—former head of fine and costume jewelry and watches at Printemps—as the new managing director of Le Gramme.
Current Market Footprint
Despite its recent financial woes, Le Gramme maintains a strong retail presence, being available in 200 stores across 25 countries. The brand has maintained traction in France and the U.S., with Parisian concessions at Le Bon Marché, Printemps Haussmann, and Galeries Lafayette Haussmann. It currently employs around 20 staff members.
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