To celebrate the 50th anniversary of its Happy Diamonds, Chopard unveils a campaign that does not merely tell a story, but makes it resonate. The new Happy Sport The First timepieces and Happy Diamonds jewels come together in a shared movement, between light and freedom, elevated by Chopard Ambassadors Bella Hadid and Liu Wen. Throughout this cinematic campaign, diamonds drift like suspended fragments of light. They glide across the skin, respond to gestures, and capture the movement of the body as well as that of the heart – revealing a beauty that is never still.
Caroline Scheufele, Co-President and Artistic Director of Chopard, encapsulates this energy: “For 50 years, the dance of Happy Diamonds have mirrored freedom. Through this campaign, we wanted to celebrate that movement, both intimate and universal, that animates both the diamonds and those who wear them.”
The rebirth of an icon of watchmaking
A series of visuals and films showcases the creations that embody the enduring vitality of the Happy Diamonds concept, invented by Chopard in 1976. The campaign first reveals new Happy Sport The First timepieces – re-editions of the iconic 1993 model, a cornerstone of the Manufacture’s watchmaking. The first watch to set happy diamonds in motion directly on a dial, the Happy Sport redefined watchmaking codes by pairing steel and diamonds for the very first time. Imagined by Caroline Scheufele for women, it embodies an elegance in motion – both free-spirited and confident. Now available in 26 mm and 33 mm diameters in Lucent Steel™ and/or ethical yellow gold, these new creations revisit the proportions while remaining true to the original design.
A series of new Happy Diamonds pendants completes this launch. Featuring a rectangular silhouette designed by the Maison in 2006, they are reinterpreted today with more open volumes, offering greater space for the diamonds’ swirling motion. Crafted in ethical yellow, rose, or white gold, they can be worn with natural ease, free from traditional notions of gender.
Bella Hadid and Liu Wen: different personalities, one shared intensity
Chopard brings together two women, two presences, two ways of embodying this freedom in perfect balance. Bella Hadid, an Ambassador since 2024, commands attention instantly. Electric and instinctive, she embodies pure spontaneity. Her gestures are never calculated. They emerge, vibrate, surprise – infusing the diamonds with a sensual dimension.
Liu Wen, who is also newly appointed as a Maison Ambassador, radiates a serene strength. Each of her movements appears deliberate, refined, almost suspended in time. Her natural elegance and the precision of her gestures reveal another expression of freedom – inner, quiet, yet equally powerful.
The whirlwind of life, the movement of emotions
In this campaign, movement becomes the reflection of a greater rhythm: that of life itself. Every gesture, every shift, every breath sets the diamonds in motion. Their movement does more than follow the body; it extends its impulses, translates its intensity, and reveals its nuances. Like a sensitive echo, they seem to mirror emotions – at times vivid and unpredictable, at others calmer, almost suspended. Light, vibrant or contemplative, the diamonds follow the tempo of sensations and states of mind. They become witnesses to life’s whirlwind – an invisible choreography made visible through light.
A cinematic visual language
The campaign embraces a cinematic aesthetic. Behind the camera, director Manu Cossu crafts a series of films that lend narrative depth to movement. His visual language captures the energy of gesture and builds a progressive, vibrant rhythm. He says: “The campaign is iconic in its aesthetic and imagery, with that timeless aura of a movie star. It explores how jewellery, throughout history, has shaped the collective imagination through cinema, fashion, and this broader universe of beauty. At the same time, the approach is highly innovative, marked by a strong sense of modernity, embodied in particular by Liu Wen and Bella Hadid.”
The body language is orchestrated by Stephen Galloway: inspired by contemporary dance, he composes a true choreography of detail. A glance turned away, a shifting shoulder, a barely perceptible breath: bodies become vehicles of expression, with diamonds as their natural extensions. He declares: “The Happy Diamonds made me think about movement in a completely different way”.
Through the lens of photographer Greg Williams, the images reveal a rare intimacy: skin texture, plays of light, diamond reflections. His perspective, both spontaneous and refined, captures moments where emotion surfaces. He explains: “I am inspired by the Chopard diamonds and simply by the positivity of their name. We had two absolute dream subjects: Bella Hadid is expressive and bold, and Liu Wen has elegance and subtlety. The pictures have a total immediate authenticity.”
A signature invention, born from nature’s brilliance
In 1976, Chopard transformed the codes of jewellery by imagining diamonds freed from all constraints: alive, in motion. The idea was born from an image: light dancing across the spray of a Black Forest waterfall, fragmented into thousands of fleeting sparkles. Translated into jewellery, it became a signature, an attitude, almost a philosophy: “Diamonds are happier when they are free,” observed Karin Scheufele, who then led the Maison alongside her husband Karl Scheufele, when setting her eyes on the first prototype. More than a design, Happy Diamonds embody a conviction: that beauty lies in movement, and emotion comes from the unexpected. Fifty years on, this vision continues to resonate with its time, echoing a generation that values freedom, self-expression, and the ability to live each moment fully.
This freedom is also reflected in a responsible commitment: since 2018, the Maison has used 100% ethical gold in the creation of its watches and jewellery. This major milestone was followed in 2023 by the use of Lucent Steel™, made with recycling rate of 80%, for its steel timepieces.
