Discover Chopard’s new Happy Diamonds campaign featuring Bella Hadid and Liu Wen, celebrating 50 years of iconic, moving diamond jewellery.
Key Takeaways
- Chopard celebrates the 50th anniversary of Happy Diamonds with a new campaign featuring Bella Hadid and Liu Wen, highlighting diamonds’ freedom of movement.
- The campaign contrasts Hadid’s electric energy with Wen’s calm presence, showcasing the versatility of Happy Diamonds jewelry.
- New Happy Sport watches and gender-neutral pendants are introduced, featuring ethical materials and enhanced design for more visual impact.
- Chopard’s unique philosophy allows diamonds to react to wearers’ movements, transforming luxury jewelry into a fluid experience.
- Visit Chopard boutiques in the UAE to explore the collection and experience the movement of the jewelry firsthand.
To mark the 50th anniversary of the Happy Diamonds collection, Chopard has launched a new cinematic campaign featuring Bella Hadid and Liu Wen. The campaign celebrates the collection’s signature philosophy: allowing diamonds to move freely across the surface of jewellery rather than remaining static and fixed.
Most high jewellery treats diamonds like architecture. They are set, locked, and held in place by prongs. Chopard took a different path. They let the stones roam.
This new campaign brings that movement to the screen. You see diamonds drifting across skin and catching the light in a way that feels weightless. It is less about the status of the stone and more about the physics of the piece.
The visual language focuses on the response of the jewellery to the wearer. A tilt of the wrist or a shift in posture sends the diamonds dancing. It turns the jewellery into a living thing.
Contrasting energies: Bella Hadid versus Liu Wen
The new campaign relies on the distinct personas of its stars to interpret freedom. Bella Hadid provides an instinctive, electric energy, while Liu Wen offers a quieter, more deliberate presence. This duality highlights the versatility of the Happy Diamonds pieces across different styles and temperaments.
I’ve watched how these two move. Hadid is all impulse and sharp angles. She brings a high-voltage quality to the imagery that matches the erratic, playful movement of the floating diamonds.
Liu Wen is the counterpoint. Her presence is measured. When she moves, the diamonds follow in a way that feels intentional and calm.
This contrast was a deliberate choice by the creative team. Director Manu Cossu gives the films a cinematic rhythm that avoids the typical fast-cut luxury ad. He lets the scenes breathe.
Stephen Galloway handled the choreography. He didn’t focus on big dance moves. Instead, he looked at the micro-movements: a breath, a shoulder shifting, a head turning. These are the triggers that make the diamonds move.
Photographer Greg Williams captured the intimacy of it. The shots focus on the intersection of skin and light. You can see the fleeting reflections of the diamonds as they slide across the surface.
New Happy Sport watches and gender-neutral pendants
Chopard is introducing new Happy Sport watch iterations, including re-editions of the 1993 model in 26mm and 33mm sizes using Lucent Steel™ and ethical yellow gold. Additionally, new Happy Diamonds pendants revisit a 2006 rectangular design, now featuring more volume and a gender-neutral approach.
The Happy Sport re-editions bring back the 1993 dial. This was the design that first put moving diamonds directly onto the watch face. The new versions use Lucent Steel™, which is Chopard’s proprietary alloy, paired with ethical yellow gold.
You can choose between the 26mm and 33mm sizes. The smaller diameter works for those who want a discreet piece, while the 33mm has more presence on the wrist.
The pendants are a different story. They revisit a rectangular shape from 2006. Chopard has opened up the internal volume this time. This gives the diamonds more room to slide, increasing the visual effect of the movement.
These pendants come in ethical yellow, rose, and white gold. They are designed to be gender-neutral. This is a smart move. Luxury in the UAE is shifting away from rigid categories, and a clean, rectangular pendant fits any wardrobe.
Where to shop Chopard in the UAE
You can explore the new Happy Diamonds collection at Chopard boutiques in the Dubai Mall and Mall of the Emirates. For high-end jewellery enthusiasts in Abu Dhabi, visit the luxury retailers in Yas Mall to experience the movement of these pieces in person.
If you are heading to Dubai Mall, go early. The crowds in the Fashion Avenue can be overwhelming by midday. The boutique there is the best place to see the full breadth of the anniversary collection.
Mall of the Emirates is the better bet for a quieter experience. The service is usually more paced, which is helpful when you are trying to decide between the 26mm and 33mm watch sizes.
In Abu Dhabi, Yas Mall is the hub. It is the right spot to see how the gender-neutral pendants look in different gold tones. You need to see the rose gold in person to appreciate the warmth.
The 1976 inspiration: From waterfalls to fine jewellery
The concept for Happy Diamonds dates back to 1976, inspired by the sight of sunlight breaking across a waterfall in Switzerland’s Black Forest. This vision of fragmented, moving light transformed diamonds from static stones into living elements that respond to the wearer’s every gesture.
It started with a visual. Sunlight hitting water spray creates a flickering, fragmented light. Chopard wanted to replicate that specific energy in a piece of jewellery.
Before 1976, diamonds were mostly about stability. They were frozen in place. By creating a space where the diamond could move, Chopard changed the relationship between the wearer and the stone.
The diamond became a reaction to the body. When you move, the jewellery moves. It turned a luxury object into something fluid.
Fifty years later, the appeal is the same. It is the difference between a painting and a film. One is a moment captured; the other is a continuous event.
Chopard’s 50-year journey with Happy Diamonds proves that luxury doesn’t have to be rigid; it can be as fluid and expressive as the person wearing it.
Visit your nearest Chopard boutique in the UAE to experience the movement of the new Happy Sport collection for yourself.
