Chopard marked 50 years of its Happy Diamonds collection with a celebration at Casa Cipriani in Manhattan on September 17, using the New York evening to introduce a new campaign, fresh designs and a city-specific edition of one of its best-known watches. Caroline Scheufele, the Swiss house’s co-president and artistic director, led the commemoration and gathered a crowd from fashion, sport and entertainment around the anniversary.
The collection dates to 1976, when Chopard set diamonds loose to move freely between two sapphire crystals rather than fixing them in traditional settings. Designer Ronald Kurowski conceived the idea, and the line took its name after Karin Scheufele, Caroline’s mother, remarked that the stones looked happier when they were free. The moving-diamond motif has remained the defining feature of the collection across five decades.
For the anniversary, Chopard built its campaign around ambassadors Bella Hadid and Liu Wen, with the project directed by Manu Cossu and centered on movement and light. “Happy Diamonds have always represented a unique vision of joy and freedom, and this campaign beautifully captures that spirit,” Scheufele said of the new imagery.
The house used the occasion to present new versions of its signature pieces, including additions to the Happy Sport and Happy Diamonds Heritage lines in a range of sizes and metals. A New York special edition of the Happy Sport Joaillerie anchored the release, a 36mm watch in 18-carat ethical rose gold set with 9.80 carats of Ashoka-cut diamonds and finished with a small diamond-covered apple charm reading “New York.” An exhibition at Chopard’s Fifth Avenue boutique paired current pieces with original sketches and archival material tracing the collection’s history.
The evening drew a mix of figures from fashion, sport and entertainment, among them Karl-Anthony Towns, Jordyn Woods, Future, Cody Fern, Charli D’Amelio, Kim Shui and Cynthia Rowley. The New York celebration was one stop in Chopard’s marking of the milestone, which the house has also observed with revived heritage designs drawn from the collection’s archive and re-released for its 50th year. The Fifth Avenue exhibition kept the anniversary on view beyond the party, giving visitors to the boutique access to the sketches and archival pieces after the evening at Casa Cipriani had ended.
