The arrow has long been one of Boucheron’s most potent symbols, equal parts love and power, delicacy and strength. First appearing in the Maison’s archives in the 1860s, it has returned time and again, reinvented to reflect shifting aesthetics from Art Deco geometry to Orientalist flourishes.
Now, in 2025, Creative Director Claire Choisne reimagines the motif once more, unveiling the Flèche collection: 8 bold, genderless designs in diamonds, all sharp lines and sculptural precision.
This is not jewelry that whispers. It coils around the wrist, spans three fingers, or gleams across the heart in an oversized brooch. Round and baguette-cut diamonds capture the feathered lightness and fierce trajectory of an arrow in motion. The collection blurs boundaries between ornament and statement, designed for those who stride through life with fearless intent.
To mark the launch, Boucheron unveils a campaign staged like a silent duel: a man and a woman move with the intensity of archers, their invisible bows aiming not at targets but at ambitions. The message is clear, these are jewels for a generation that refuses compromise, that turns heritage into momentum, and that knows exactly where it’s headed.
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