A substrate having a hard decorative coating film on the surface, which comprises titanium or a titanium alloy and has an internal hardened layer comprising a first hardened layer that is formed in an arbitrary depth toward the inside from the surface, in said first hardened layer nitrogen and oxygen being diffused so as to form a solid solution, and a second hardened layer that is formed in an arbitrary depth toward the inside from the first hardened layer,
- wherein the hard decorative coating film is formed on the surface of the internal hardened layer.