Light has been bouncing off Chopard's Ice Cube since 1999. The mimimalist geometric design debuted in a wristwatch literally on the rocks. Co-president and artistic director Caroline Scheufele then evolved the motif as jewellery that perpetually engages in a dialogue with light, magnified by the reflective facets of the Ice Cube.
Starring new global ambassador Bella Hadid, the campaign -- Sculpted By Light -- celebrates the purity and contemporary character of the Ice Cube jewellery in 2024. The campaign highlights the new choker and cuff bracelet crafted at the production site in Meyrin, Geneva. Chopard operates at three facilities in Switzerland.
The other two in Fleurier are dedicated to making watches and movements. Its horological heritage dates back to 1860, when Louis-Ulysse Chopard founded the company in Sonvilier, in the Bernese Jura. A new era began in 1963, when the maison was acquired by the Scheufele family.
Second-generation Caroline Scheufele designed the Happy Clown, which marked the first jewellery creation in 1985. Chopard's annual Red Carpet collections for the Festival de Cannes are crafted by its Mains d'Art (artistic hands) at the high-jewellery workshop. The artisans also worked on combining the iconic shape with the brilliance of diamonds for the new Ice Cube choker and bracelet in ethical 18 carat rose gold.
Each cube, shaped individually by an artisan, varies in height. The resulting relief profile further makes the jewellery play with the light. The.