Bella Hadid and Liu Wen celebrate Chopard's ethical diamonds In the campaign for the fiftieth anniversary, every gesture sets the stones in motion, an echo of the movements of life

Chopard celebrates fifty years of Happy Diamonds with a campaign starring Bella Hadid and Liu Wen. To mark the collection's anniversary, the Swiss maison presents the new Happy Sport The First watches and a series of Happy Diamonds jewels, brought to life through images and film that place movement at the centre — the very principle upon which Chopard has built one of its most recognisable signatures.

Taking centre stage is the Happy Sport The First, a reissue of the model launched in 1993. At the time, the watch introduced Happy Diamonds directly onto the dial for the first time, and brought together two materials that rarely shared the same space in luxury watchmaking: steel and diamonds. Designed by Caroline Scheufele with a female audience in mind, the model returns today in 26 and 33 millimetre sizes, crafted in Lucent Steel, and through the combination of both materials.

Alongside the watches come new Happy Diamonds pendants, built around a rectangular silhouette introduced by the Maison in 2006. The proportions have been opened up further this time, allowing even more room for the stones to move. Available in yellow, rose or white gold, they are designed to be worn freely, with no gender distinctions.

Chopard has built a visual language around the collection, with direction entrusted to Manu Cossu, whose cinematic imagination draws on the long-established relationship between jewellery, fashion and cinema. The choreography bears the signature of Stephen Galloway, who succeeds in weaving minimal elements of contemporary dance into the narrative. The campaign photography is by Greg Williams, who focuses on the interplay between skin, light and reflections, capturing suspended moments in which emotions can be glimpsed.

The idea behind Happy Diamonds dates back to 1976, when Chopard envisioned diamonds left free to move within the jewel — an intuition that came from observing light reflecting on the water of a waterfall in the Black Forest. Upon seeing the first prototype, Karin Scheufele, who was then leading the maison alongside her husband Karl Scheufele, captured it in a phrase that has since become almost a motto: «Diamonds are happiest when they are free».

The same idea runs through the new campaign, where the diamonds appear to respond to gestures and the movements of the body, becoming an extension of the person wearing them. Here, Bella Hadid, the maison's ambassador since 2024, and Liu Wen, who with this project officially joins the faces of Chopard, embody two opposing interpretations of the same freedom. The former is more instinctive, immediate and energetic, while the latter is more controlled, quiet and precise. Two ways of expressing a concept that continues to revolve around the possibility of never remaining completely still.