The charms are 'flatter and more sleek in shape.'

Pandora has launched Pandora Reflexions, a flat bracelet in precious metals.INSTORE PandoraNewBracelet

Pandora released a new charm bracelet. Credit: Pandora A/S

It's the company's first new charm-bracelet design in five years.

"In contrast to PANDORA’s core charm designs, Reflexions charms are flatter and more sleek in shape, and we expect the clean and timeless look of the bracelet will attract customers seeking this particular fashion trend that has been emerging recently," said Stephen Fairchild, chief creative officer at Pandora. "And though silver is the metal that defines PANDORA charms, the success of rose and gold in certain Asian countries and across the world will be captured with Reflexions launching in three metals - silver, rose and gold."

Pandora noted in a press release that a cornerstone of its five-year strategy is "to innovate the product portfolio across all jewellery categories by refreshing existing platforms and introducing new concepts." 

Reflexions is the second new concept introduced in 2018, following the March launch of Pandora Shine, a collection of 18-karat gold-plated jewelry.

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Reflexions uses "the new technological advances that have been built in the company’s crafting facilities over the last two years, including new plating techniques."

In 2018, Pandora will launch about 60 Reflexions products, which will be available in all concept stores globally and in the eSTORE, according to the release.

Reuters notes that Fairchild is "charged with speeding up innovation at the Danish company, which ousted its chief executive two months ago after a profit warning that wiped a quarter off its market value." In early August, Pandora announced that its CEO, Anders Colding Friis, would step down as of Aug. 31.

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