In April 2015 the Manufacture presented a lively and youthful campaign entitled: #AreYouHappyDiamonds? The creatives worked with the young fashion photographer and film director Justin Wu, who is also reputable in the luxury press and blogosphere. The French DJ and electronic music producer Etienne de Crécy was responsible for the soundtrack, choreographed by Marion Motin.
In 1976 the iconic Happy Diamonds was created by Ronald Kurowski: pieces in the collection featured mobile diamonds that floated freely between two sapphire crystals. The first “Happy Diamonds” was a cushion-shaped model for men and the watch won the Golden Rose of Baden-Baden, a jeweller competition organised by the ‘Society of Friends of Precious Stones’ in Germany.
Caroline Scheufele – the Co-President & Artistic Director – elaborated the idea further. She created a gold clown with a transparent tummy full of moving diamonds and colourful stones, as the first piece of the Happy Diamonds Jewellery line in 1985.
The Happy Diamonds are naturally playful and the appearance of new models was a given: just think of Happy Sport (a slightly more casual steel version in 1993), Happy Fish (a model “with a touch of aquatic fantasy” 2002), Happy Spirit (2003), Very Chopard (2010) or the Happy Hearts with necklaces, bracelets and earrings (2015).
The “Happy Diamonds” design is patented but as it happens with many successful products, there are many counterfeiters around.
To celebrate the 40th anniversary of the concept, Chopard presented new moving elements featuring an innovation: prong setting. Now the gems are larger, and come in different sizes and cuts.
Anniversary pieces of Happy Diamonds
As a tribute to the first Happy Diamonds gentleman’s timepiece, the Manufacture created a cushion-shaped version for women. The 150-piece limited edition is exclusive to Chopard boutiques. The white gold case and the mother-of-pearl dial provide a perfect base for the 15 mobile, prong-set diamonds featured in two different sizes. The timepiece has an unlimited round version too.
Like symbolic flowers for the anniversary, Caroline Scheufele designed a set of special necklaces and pendants too. The two white gold models are shaped in lace-like petal motifs set with pear-shaped and brilliant-cut diamonds and mobile ones in the middle.
Although Chopard does not have such a long history in jewellery as it does in watchmaking, the pieces of the brand are very successful. No wonder, they place great emphasis on jewellery collections each year. The Animal World, the Temptations or the Red and Green carpet lines are highly recognized among gemstone lovers.
The new Precious Chopard pieces – rings, earrings, necklace and watch- play with open-worked, interlacing motifs in white gold, set with pear-shaped and brilliant-cut diamonds, sapphires, emeralds and rubies.
Photo credits: Loupiosity.com.
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