Chopard has kicked off the first of four new advertising campaigns dedicated to its flagship collections, which showcase the Swiss manufacture’s “unique spirit”.

“Chopard is first and foremost a unique spirit, a self-evident style expressed through its creations, the family that guides and embodies it, as well as its philanthropic commitments,” says a company spokesman. “Moreover, the various partnerships and events with which its name is linked, together with a fascinating associated spectrum of words and images, converge in giving shape to a distinctive identity.”

While this spirit has evolved over the years, it has remained loyal to an independent mind-set, determined freedom of action, exceptional creative vitality, and contagious joie de vivre, he points out.

Chopard’s passion for excellence, expertise and boldness, and respect for traditions while challenging conventions all contribute to nurturing this spirit, underpinned by the perseverance and commitment demonstrated by the Scheufele family, like unmistakable signature features of its unique style, he adds.

The multiple facets of this Chopard spirit are now embodied in new advertising visuals featuring four narrative threads that reveal the specific identity of four flagship Chopard collections: Happy Diamonds, Imperiale, Haute Joaillerie and Classic Racing. 


HAPPY DIAMONDS 

The first of these campaigns to be unveiled is dedicated to Happy Diamonds, and focuses on “the audacity to set diamonds free and the inherited lightness of being”.

The year 1976 saw the birth of this collection, inspired by the sunlight sparkling on the drops of a waterfall in the Black Forest. In discovering this new creation, Karin Scheufele said: “Diamonds are happiest when they are free!” 

Captured in full flight by the French photographer duo Luigi & Iango, the playful, fresh and joyful spirit of the Happy Diamonds lights up this campaign with its contemporary aesthetic and iconographic codes placing the brand firmly in tune with the times and testifying to its legendary boldness as well as its capacity for innovation in terms of both creations and communications.

“Moving and connected, spontaneous, whirling and dazzling, Happy Diamonds perfectly reflect the joie de vivre of the young women who wear them,” he says.

Chopard also asked a trio of established talents to create a film featuring the Happy Diamonds youthful woman to embody this spontaneous mood. 

Justin Wu, a young and talented fashion photographer and film director was an evident choice to inject energy and modernism into the film. 

The soundtrack was entrusted to Etienne de Crécy, a key figure of the international electronic scene while Marion Motin, a well-known French choreographer, transformed the Happy Diamonds spirit into happy dancing movements.  

This film portrays two women playfully dancing. As their steps are guided by a lively DJ, they enjoy the vibe of the music. 

Their radiant Happy Diamonds jewellery follows their moves, embodying the very feeling of freedom that surrounds the spirit of this collection.

Chopard will reveal the new Happy Diamonds film on April 13. 

A socially responsible jeweller, Chopard traces its roots back to 1860, and is today owned by the Scheufele family and headquartered in Geneva, Switzerland. Internationally renowned for its watch and jewellery creations, the group today employs 1,950 people worldwide.