Chopard unveils a dazzling new chapter in its storied legacy with the latest L’Heure du Diamant campaign, starring global icon Bella Hadid. Captured by photographer Ethan James Green, Hadid embodies the Maison’s spirit of radiant femininity, surrounded by delicate blossoms that echo the floral motifs seen in Chopard’s 1960s catalogues.
The campaign celebrates more than beauty, it pays homage to Chopard’s heritage as “The Master of Jewellery Watches.” Since its founding in 1860 by Louis-Ulysse Chopard and revitalised under the Scheufele family’s visionary craftsmanship, the Maison has redefined the art of jewellery watchmaking. From Art Deco geometry to the exuberant textures of the 1970s, Chopard’s creations have always balanced innovation with elegance.
In 2025, L’Heure du Diamant continued this tradition with its first-ever moonphase complication and the introduction of the ultra-thin in-house 10.01-C calibre. Each timepiece, crafted in ethical 18-carat gold and set with brilliant-cut diamonds, reflects Chopard’s commitment to both artistry and sustainability, a journey underscored by its pioneering use of 100% ethical gold since 2018.
Hadid showcases the collection’s signature designs, including diamond cluster jewels and timepieces adorned with mother-of-pearl or blue aventurine dials, radiating both modern allure and timeless craftsmanship.
Accompanying the campaign is a travelling exhibition debuting in Geneva, before journeying to global destinations such as Dubai, Cannes, and Paris: A glittering tribute to L’Heure du Diamant’s enduring brilliance.
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