Chopard Launched Happy Diamonds Anniversary Campaign
The luxury brand commemorated the collection's 50th anniversary during New York Fashion Week.
Updated on Oct. 2, 2026 in Jewelry
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In September 2026, Chopard launched an international campaign to celebrate the 50th anniversary of its signature Happy Diamonds collection. The milestone coincides with the appointment of Liu Wen as a new brand ambassador.
Why it matters
Luxury houses are increasingly focusing on the Chinese market to capitalize on the rise of guochao as consumers shift away from mass-market designs. Brands are leveraging heritage milestones to maintain exclusivity while catering to regional preferences for unique pieces.
The Happy Sport watch is available in 26mm and 33mm sizes, representing the legacy of a collection that first debuted in 1976. Chopard was founded in 1860 and has been family-owned since its 1963 acquisition by the Scheufele family.
The players
Chopard
This Swiss luxury house is a family-owned company known for its high-end jewellery and timepieces.
Caroline Scheufele
As the co-president of Chopard, she is credited with designing the iconic Happy Sport watch line.
Liu Wen
She is a globally recognized model and the newly appointed brand ambassador for Chopard.
The details
Chopard continues to evolve its product line, having recently released a reissue of the Happy Sport The First watch. The company is actively developing special editions tailored for the Chinese market to align with evolving local consumer demands.
Timeline
Karl Scheufele III acquired Chopard in 1963.
The first Happy Diamonds watch collection was released in 1976.
Happy Diamonds jewellery launched in 1985.
Caroline Scheufele designed the Happy Sport watch in 1993.
The anniversary campaign debuted in September 2026.
Culture Shift
The expansion into the Chinese market reflects a broader industry shift toward hyper-localization to capture regional demand. Chopard is aligning its heritage marketing with the rise of guochao to remain relevant in a competitive global luxury landscape.
Customers can expect the release of regional special editions designed to cater to unique preferences for non-standardized luxury pieces. These limited releases may influence future purchasing decisions for those seeking distinct, heritage-focused jewellery.
The takeaway
Legacy luxury brands are increasingly banking on anniversary storytelling to distinguish their products from mass-market offerings. Consumers interested in these limited collections should monitor upcoming regional release schedules for potential availability.
Further reading
Explore the latest designs and collections on the Jewelry page.
Source note: This article includes information reported by Financial Times News.
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