What jewelry designer or manufacturer isn’t trying to capture the attention of the stars these days? From high-end to mass-market, jewelers look to celebrity power for a marketing edge. Two of the latest are Scott Kay and Charriol.

Platinum poster boy Scott Kay has long been one of the leaders in tying his brand to consumer consciousness of celebrities. The Scott Kay brand has been linked to everyone from Michael Jordan to Michael Jackson and, most recently, television and pop-music legend Dick Clark.

Kay designed and created an exclusive piece to commemorate the American Bandstand 50th Anniversary Celebration on ABC. The designer’s bracelet was given to a roster of celebrity guests, and Kay was on hand to present the piece to Clark and his wife, Kari.

Every jewelry supplier covets the spotlight at the Emmys, Grammys, or Oscars, where it’s easy to be a little fish in a big red-carpet pond. But not everyone recognizes the value of being a bigger fish in one of Hollywood’s smaller pools.

Charriol, however, did just that by becoming one of the sponsors of Movieline magazine’s Young Hollywood Awards Show in Los Angeles in May. The watchmaker presented “One to Watch” awards to four up-and-coming talented young actors—Colin Hanks, Evan Rachel Wood, Mila Kunis, and Gregory Smith—each of whom received a Charriol timepiece. On hand to draw media attention, meanwhile, were stars like Sarah Michelle Gellar and Christina Applegate.

Charriol vice president Ori Zemer says sponsoring the awards is an attempt to link the brand with “Young Hollywood,” which will be the trendsetting group of the future.