Geneva: Swiss luxury jewellery and watchmaking house Chopard has introduced a new campaign featuring global supermodel and Maison Ambassador Bella Hadid to celebrate the 50th anniversary of its iconic Happy Diamonds collection. The campaign revisits one of the house's most recognisable design innovations, highlighting five decades of craftsmanship, creative expression and the distinctive movement of free-floating diamonds.
First introduced in 1976, the Happy Diamonds concept transformed conventional diamond-setting techniques by allowing diamonds to move freely between two transparent sapphire crystals rather than remain fixed within traditional settings. The innovation introduced movement as a defining element of jewellery design, allowing the diamonds to catch and reflect light as the wearer moves.
The anniversary campaign brings this signature concept into a contemporary setting, with Bella Hadid embodying the collection's emphasis on freedom, individuality and effortless elegance. Her association with the maison connects Chopard's established design heritage with a younger international luxury audience.
The anniversary collection places renewed emphasis on light, movement and responsible craftsmanship, with creations featuring brilliant-cut diamonds and 100 per cent ethical gold, in line with Chopard's sourcing commitments.
Among the highlights are redesigned Happy Diamonds pendants featuring wider inner compartments and subtly bevelled edges. These refinements provide additional space for the diamonds to move within their sapphire-crystal enclosures, enhancing the interplay of light and motion that has defined the collection since its introduction.
The campaign also showcases an elaborate high jewellery pendant featuring seven free-moving diamonds within an elongated central frame. The composition is surrounded by precisely arranged trapeze-cut and emerald-cut diamonds, creating a contrast between the structured geometry of the outer setting and the fluid movement of the diamonds within.
The design demonstrates how Chopard continues to reinterpret its signature moving-diamond concept through contemporary high jewellery craftsmanship, combining intricate construction with distinctive visual effects.
The anniversary celebrations also extend into watchmaking, revisiting the original Happy Diamonds watch designed by Ronald Kurowski in 1976. The collection reintroduces cushion-shaped timepieces featuring black onyx dials, creating a striking contrast with the free-moving white diamonds positioned above them.
The dark dial provides a dramatic backdrop for the diamonds, emphasising their movement and brilliance while referencing the aesthetic of the original design.
Chopard has also introduced an updated interpretation of its Happy Sport watch, combining ethical gold with the maison's proprietary Lucent Steel, a recycled-content steel alloy. The design retains the collection's distinctive combination of precious materials, moving diamonds and contemporary sports-inspired styling, building on the Happy Sport concept first introduced in 1993.
The Happy Diamonds concept originated from Kurowski's observation of sunlight reflecting on water droplets in a waterfall, inspiring the idea of diamonds moving freely within a transparent setting. Over five decades, the innovation has evolved across jewellery and watchmaking collections, becoming an important part of Chopard's design identity.
The 50th-anniversary campaign reflects the maison's approach to preserving established design signatures while introducing contemporary interpretations through new materials, proportions and creative collaborations.
With Bella Hadid representing the anniversary campaign, Chopard is bringing renewed attention to the Happy Diamonds collection, connecting its technical heritage and distinctive craftsmanship with contemporary luxury jewellery preferences. The anniversary creations are being introduced through Chopard boutiques and selected retail partners internationally.