The ubiquitous Tiffany tag bracelet may no longer be "it."

The next bracelet to watch, says Susanne Halmi, market vice president of Tiffany & Co., is the Paloma's Groove surfer bracelet from designer Paloma Picasso.

Consisting of a grooved silver cylinder on a black rubber cord, the bracelet comes in two different sizes for men and women, as does a matching necklace. Halmi also says the black rubber element is a first for Tiffany.

"We are a very traditional, conservative company, so this is a little fashion-forward for us," she says.

Halmi says they've been selling well, and that the Tiffany store at 505 Vine St., downtown, recently sold out of the women's versions. She didn't know of any celebrities who had been spotted wearing it, but she says she wouldn't be surprised if that happened.

"It does look like something that Brad Pitt would look great in," she says.

The bracelets sell for $125 and necklaces sell for $195.

— Lauren Bishop