The Happy Diamonds collection of watches and jewelry from Chopard is an icon. When the brand first created watches with free-floating diamonds between the dial and the outer sapphire crystal, it could not have known that it was launching a legend. However, this incredible design with diamonds set free has become a symbol of joy, with a host of evolutions. Now, as Chopard launches two new Happy Sport watch models and a collection of Happy Diamonds and Happy Hearts jewelry, it turns to screen legend Julia Roberts to personify its “Joie de Vivre” motto.
Julia Roberts is one of the most accomplished movie actresses in the world, having made headlines as early as 1990 when she starred opposite Richard Gere in the hit romantic comedy, Pretty Woman. Since then, she has gone on to star in all different genres of movies, has won three Golden Globe Awards, as well as an Academy Award for best actress in the movie Erin Brockovich. Today a producer as well as an actress, Roberts is known for her incredible smile (called the “most beautiful smile in the world”), her electrifying bursts of laughter and her joyous spirit. Which is exactly why Caroline Scheufele, Chopard Co-President and Artistic Director, turned to Roberts to be the face of the Happy Sport for the launch of the new versions of this legendary collection.
To direct and execute the new Happy Diamonds campaign, which includes a short film making its debut today, Chopard turned to film director Xavier Dolan, and photography was executed by Shayne Laverdiere. Both capture the essence of Chopard’s joy of life concept, the idea behind the Happy Sport watches, and of Julia Roberts’ similar love of life and motion. The film captures the concept of free-spinning diamonds and cleverly presented joy, with choreography, music and photography carefully selected to offer energy and sizzling vitality.
The first Happy Sport watches with dancing diamonds crafted in stainless steel were designed in 1993 by Caroline Scheufele, and the new renditions making their debut with this Julia Roberts campaign are an extension of that free-spirited line that Scheufele has now reimagined. They also are an expression of the brand’s commitment to sustainable luxury.
“I would say that the idea of responsible luxury is something that not enough brands pay attention to,” says Roberts in an interview with Dolan. “The thing with a Maison like Chopard is that it has really pioneered the idea of having a conscience, leading the charge and setting an example for other brands to follow”
Chopard Happy Sport The First
There are two new Happy Sport series being unveiled today that offer a deft blend of whimsy and charm. The “Happy Sport the First” watches are two limited-edition series that are re-releases of the very first 1993 Happy Sport. One version, is created in a limited number of 1,993 pieces, while the second version with diamond-set bezel is offered in a limited edition of 788 pieces. Each of the new watches is created using the brand’s proprietary Lucent Steel A223.
Chopard is a leader in the industry when it comes to ethical and sustainable sourcing and via its commitment to sustainable luxury, the brand spent four years creating the new Lucent Steel A223 alloy that combines anti-allergy traits along with a brightness and robustness of ordinary steel. More importantly, the material is made using 70 percent recycled metals, and is made in Austria in a state-of-the-art workshop so that shipping of the metal to Chopard offers a reduced carbon footprint.
The new Lucent steel cases also mark a new diameter for the Happy Sport line: 33mm. Additionally, these “First” watches are offered on a very modern-looking four-row pebble-link bracelet that is at once supple and alluring. The watches are powered by the 148-part Manufacture Chopard 09.01-C automatic movement that offers 42 hours of power reserve. Offering hours, minutes and seconds indication, the “First” watches with polished steel bezel feature a silver-toned dial, while the diamond-set bezel version boasts a textured mother-of-pearl dial. Both versions mesmerize the eyes with seven dancing diamonds and blued Roman numerals. The crown is set with a cabochon-cut sapphire and the crystal is glare-proof sapphire. The watches are water resistant to 30 meters.
Chopard Happy Sport 33mm Automatic
Just like the “Happy Sport the First” watches, the new Happy Sport 33mm Automatic watches are offered in the 33mm diameter inspired by the golden ratio principles of design. The Happy Sport collection is all about going from day to night, from work to weekend, and so it is essential to offer harmony and balance in the aesthetics. The newest watches – which include 12 different references – are being created in Lucent A223 steel or in 18-karat ethical rose gold, and in a combination of both for the ultimate two-tone look.
The watches will be offered with a leather strap or a bracelet and with a polished bezel or a gem-set bezel. A host of different colors are also being released, with matching colored straps. There is also a version in ethical 18-karat white gold entirely set with diamonds on the case, bezel and bracelet. Like “the First” watches, the new 33 Automatics are powered by the Chopard Manufacture 09.01C movement. Each of these watches boasts five dancing diamonds that move with every flick of the wrist.
Says Caroline Scheufele about the concept of Joie de Vivre, which the brand is underscoring with the Julia Roberts campaign and the new timepieces, “I am convinced that a positive attitude attracts well-being and happiness for oneself and for others. One smile, just one smile, is enough to be happy and to bring joy to those around you. It’s a virtuous circle: it costs nothing, yet it spread so much good.”
(This article by Roberta Naas first appeared on her column on Forbes.com)