Chopard Celebrated 50 Years of Happy Diamonds
The luxury watchmaker marked the milestone anniversary with a special event at Casa Cipriani.
Updated on Oct. 1, 2026 in Jewelry
Chopard honored the 50th anniversary of its signature Happy Diamonds collection during a September 2026 event held at Casa Cipriani in New York City. The brand also debuted a new advertising campaign featuring models Bella Hadid and Liu Wen.
Why it matters
The event highlights the enduring legacy of Chopard's iconic design, which has served as a cornerstone of the brand's jewelry and watchmaking identity for five decades.
The commemorative Happy Sport Joaillerie New York Special Edition features a bezel set with over nine carats of Ashoka-cut diamonds. The dial design includes a specialized Big Apple charm to mark the location of the celebration.
The players
Caroline Scheufele
She serves as the Co-President of Chopard and oversees the brand's design and creative direction.
Bella Hadid
She is a globally recognized fashion model featured in the new Chopard advertising campaign.
Liu Wen
She is a prominent international fashion model starring in the latest Chopard promotional campaign.
The details
Co-President Caroline Scheufele hosted the celebration during New York Fashion Week to showcase the brand's latest horological innovations. The evening also served as the global unveiling for a new promotional campaign starring Bella Hadid and Liu Wen.
Timeline
September 2026: The event was held during New York Fashion Week.
Culture Shift
This celebration reflects a broader luxury trend where heritage brands use anniversary events to bridge historical legacy with modern celebrity-driven marketing. Such campaigns help luxury houses maintain relevance in a competitive market by blending timeless craftsmanship with contemporary pop culture icons.
Fans of the brand can look for the new campaign imagery featuring Bella Hadid and Liu Wen across major fashion platforms and boutiques. The debut of the special edition watch marks a continued focus on exclusive, region-specific luxury offerings for the New York market.
The takeaway
The longevity of the Happy Diamonds line demonstrates how a singular design motif can anchor a brand's identity through changing fashion cycles. Collectors should monitor official brand channels for information on the availability of special edition releases.
Further reading
For more on the latest trends in luxury accessories, see Jewelry.
Source note: This article includes information reported by SURFACE.
