In all precious metals for jewellery application, there is a desire for stronger, harder alloys, particularly at high finesses, that better meet the demanding conditions of modern lifestyles. There have been several attempts at developing improved strength alloys over the last 30 years, particularly for high carat golds. These have included use of titanium as an alloying metal to produce the gold – 1% titanium alloy, “990 gold”, and micro-alloying gold with calcium and the rare-earth metals. Despite good technical properties, such alloys have not met with significant commercial success and the reasons for this are not obvious. In many research studies for stronger alloys, the use of titanium as an alloying metal has been found to be a good choice for gold and platinum yet its use in commercial alloys of gold, platinum and silver appears to be unpopular. In this paper, we review the literature on the use of titanium in precious metals for jewellery application and seek to demonstrate why its use could be beneficial to the jewellery industry and what further work is needed to bring titanium-containing alloys into commercial use. Its recent use in developing improved strength 22 carat gold alloys for the Indian market provides an example of its potential in the industry.