The love story between Chopard and the Cannes Film Festival began in 1997. Caroline Scheufele, Chopard’s co-president and artistic director, suggested to Pierre Viot – who was president of the event at the time – that her company redesign the emblem of the festival, the famous Palm. The Cannes Film Festival is the third most highly publicised event in the world (after the football World Cup and the Olympic Games), and thus represented an ideal showcase for the Geneva jeweller and watchmaker. Since then, the partnership has gone from strength to strength. Over the last 20 years, Chopard has continued to look for fresh ways of making an impact at the Festival, and the company profile has risen in consequence. In 2001, at Caroline Scheufele’s suggestion, Chopard created the Chopard Trophy, which is awarded every year to two up-and-coming actors by a jury of professionals. Many former laureates, including Marion Cotillard, Léa Seydoux, Diane Kruger and Gael Garcia Bernal, have gone on to enjoy stellar careers.
A diamond-studded, sustainably sourced Palme d’Or
An exceptional anniversary needs an exceptional trophy. For the first time, the Palme d’Or that will be awarded on 28 May to the best film will be embellished with 167 diamonds provided by a supplier certified by the Responsible Jewellery Council (RJC). The Palme d’Or consists of a solid gold stem 13.5 cm long and 9 cm wide, resting on an emerald-cut rock crystal cushion. The base of the palm is in the shape of a heart, a favourite symbol for Chopard. It takes five people around 40 hours to make, including preparing the wax model, firing a plaster mould in a kiln heated to 760° C, injecting the gold into the mould, polishing and, finally, mounting the palm on its crystal plinth.
The award is made in the Chopard workshops in Geneva. Since 2014, it has been made from ethically sourced gold with the “Fairmined” certification, a label that guarantees the gold comes from responsible artisanal and small-scale mining organisations that ensure social development and environmental protection.
The company began its journey into sustainable luxury in 2013, at the 66th Cannes Festival. In partnership with Livia Firth, founder of Eco Age, and the NGO Alliance for Responsible Mining (ARM), Chopard unveiled its Green Carpet high jewellery collection, which includes jewellery produced sustainably, made from Fairmined certified mines in South America, and set with diamonds from RJC-accredited mines.
Red Carpet Collection
Some of the world’s greatest film actresses have worn Chopard. Julianne Moore, Penelope Cruz, Julia Roberts, Catherine Deneuve, Sharon Stone and Charlize Theron, to name just a handful, have been dressed for Cannes’ red carpet by the Swiss jeweller. The Cannes Film Festival provides ample scope for creativity, enabling the Geneva company to present exceptional jewellery each year, inspired by the women who wear it, and perfectly calculated to magnify their star power on their appearance in Cannes. The Red Carpet collection first appeared in 2007. Every year, the collection is enriched with an additional piece, as Chopard rises to the challenge of offering the same number of pieces of jewellery as there are Cannes Festivals. So, this year, there are 70.
Chopard will also be taking the opportunity to unveil a capsule collection designed in collaboration with Rihanna, drawing inspiration from the singer’s roots in Barbados. All eyes will be on the Croisette as she steps onto the red carpet wearing these exceptional creations.
