As with cologne, jewelry is not a great gift to offer your man for many of the same reasons. Like cologne, not all men wear jewelry. Those that do are normally very picky about it. Once again, women worry about things like style and shape. Men, however, also tend to worry about looking too “girlie” in jewelry. Those that do wear jewelry usually only wear one or two pieces, and those pieces are usually distinctively masculine. A heavy class ring, for example, or a large faced watch. The only exception might be religious jewelry such as a saint medallion or cross. These are usually unisex.
Given that men are picky about jewelry, assuming they wear any at all, it might be best to take your man with you if you want to get him something shiny. Just because you think that he would love that gold watch does not mean he will be thrilled with it. With jewelry, worry less about surprising him and more about getting him something he will actually wear.