Czech supermodel and philanthropist Petra Nemcova is the new muse behind Chopard’s latest haute joaillerie campaign.

She was appointed by Chopard’s Co-President and Artistic Director Caroline Scheufele to present the latest haute joaillerie creations from the luxury Swiss watch and jewelry manufacturer. 

Nemcova is also the founder of the Happy Hearts Fund humanitarian association which Chopard has supported for the past two years. 

Petra’s luminous personality suffuses these exceptional creations with an incomparable glow in a new advertising campaign designed to change with the seasons, with the first, winter-themed visuals now unveiled, says Chopard.

“When we first thought about this campaign, Petra was an obvious choice. Her natural sparkle, smile and gentleness, combined with a generous and radiant personality, light up our Haute Joaillerie creations in the most beautiful possible way. She is an authentic, freedom-loving person in tune with Chopard’s spirit,” says Caroline Scheufele. 

Caroline has been the driving force behind the emergence of Chopard Haute Joaillerie. 

As a devotee of stones and the countless ways of exalting their beauty, she imparts her passion, energy and enthusiasm daily to the artisans exercising their skills in the Haute Joaillerie department.

Chopard’s creations, including the Red Carpet and Animal World collections, stem from her creativity combined with the talent of the finest designers and the rigorous discipline of handcraftsmanship. The expert hands and techniques of the greatest jewellers, lapidaries, rhodium platers and gem-setters weave an enchanting spell as colours and materials interlace, and stones are gradually transformed into treasures. After hundreds of hours of patient and meticulous craftsmanship, Caroline Scheufele’s dreams come to life in the form of extraordinary jewellery. 

Caroline Petra also share a common bond for helping others and a determination to support cherished causes that improve the lives of others.  

The new Haute Joaillerie campaign captures the very essence of Chopard: freedom, audacity and a joyful energy that make the House and its jewellery creations truly unique. 

In this first winter-themed visual, the magic of the season merges with the contagious joie de vivre of Petra, who strikes a stunning pose amid a flurry of snowflakes, evoking an exquisite moment of sheer grace, elegance and happiness, says Chopard.