‘Chopard Loves Cinema’ 25 years of a historical partnership with the Cannes International Film Festival

Lights, camera, action for the 75th Cannes Film Festival (17 – 28 May 2022)! An opportunity for Chopard to celebrate the 25th edition of its partnership with this major international cinema event and to pursue its commitment to the seventh art, as well as its ongoing story as the ‘red carpet jeweller’. With this in mind, this year Caroline Scheufele has chosen to draw inspiration from cinema itself as well as from the films that have made a lasting impression on her for the Haute Joaillerie 2022 Red Carpet Collection presented in Cannes under the theme: ‘Chopard Loves Cinema’. These three words express the Maison’s longstanding attachment to films with stories that unfold on the silver screen and arouse emotions. In addition, 2022 will see the Chopard ateliers craft all the trophies awarded at the closing ceremony, including the iconic Palme d’Or – which will be a special edition in tribute to the Festival’s 75th anniversary. With the Trophée Chopard, awarded to an up-and-coming actress and actor, the Maison will also continue to encourage and showcase young artists.

Double cause for celebration: the 75th Cannes Festival and 25 years of the Chopard partnership The passion and energy of one woman have forged unfailing bonds of friendship between the Cannes Festival and Chopard. Alongside Pierre Viot and Gilles Jacob, followed by Thierry Frémaux and Pierre Lescure, since 1998 Caroline Scheufele has participated in bringing the world's cameras to Cannes and making the Croisette an inimitably glamorous place. We all remember images that are now etched in the collective imagination: from the emotion of each recipient of the Palme d'Or, carefully nestled in its blue leather Chopard case, to the sight of living cinema legends walking up the famous staircase. How could one forget Julia Roberts' spectacular appearance on the red carpet in 2017, barefoot in a glamorous black gown and sparkling in a Chopard Haute Joaillerie diamond and emerald necklace?

Chopard became the partner to the Cannes Festival in 1998. Over the past 25 years, the Maison has carved its role as a key player in the event, expressing its engagement through numerous activities. As Caroline Scheufele explains: "Chopard's commitment to cinema is the result of a shared vision and long-term collaboration with the organisers of the Cannes Festival. In 25 years, I have been privileged to witness special moments in the world of cinema and a lot of emotions. Since 2014, we have also used this symbol of the Festival, the Palme d'Or, to draw the world's attention to the theme of ethics and environmental responsibility. Our workshops have made the award the first ethical film trophy, crafted from Fairmined-certified gold. For all actors, directors and other professionals in the film industry, the Cannes Film Festival serves as both a springboard and a career highlight. It is a time of great emotion, an enchanted moment to immerse oneself in a wide variety of works: for 11 days, we are gathered in the enchanting setting of the Bay of Cannes, and yet we take pleasure in being confined inside a cinema to discover films inspired by love and passion, as well as by drama, struggles and social issues.”

The Palme d’Or: an ethical treasure created by Chopard
The story began in 1997. During a meeting with Pierre Viot, then President of the Cannes Festival, Caroline Scheufele suggested redesigning the Palme d'Or, an initiative that gave a new lease on life to the trophy while at the same time marking the start of the partnership that was to make Chopard a key player in the Festival. Through this vibrant palm –– a veritable hand-sculpted jewel composed of 19 yellow gold leaves that has set hearts beating in unison for 25 years –– the Chopard ateliers perpetually share their passion for cinema and its emotions with the entire world.

A glowing tribute to the Maison’s commitment to sustainable luxury, since 2014 the Palme d'Or has been crafted from Fairmined-certified gold, making it the only ethical trophy in the world of cinema, crafted with respect for people and the environment. This year, in tribute to the 75th edition of the Cannes Festival, Chopard will make a special Palme d’Or featuring an exceptionally revisited design. In addition to the Palme d'Or for the best film, the Maison’s Haute Joaillerie workshops also make all the palm-engraved rock crystal awards that are presented to the other winners at the closing ceremony, to be held this year on 28 May.

Trophée Chopard: next-gen international cinema talent
Since 2001, the Maison has awarded the Trophée Chopard every year during the Cannes fortnight. Presented by a cinema legend – acting as godfather or godmother – to an actress or actor at the start of their career, this prize turns the spotlight on the new generation of actors.

The trophy, also made in Chopard's Haute Joaillerie workshops, is shaped like a film spool, a nod to all the stories that the winners will help to tell in the future of cinema.

Among the roster of actresses and actors honoured by the Trophée Chopard over more than 20 years are Marion Cotillard and Diane Kruger (themselves called upon a few years later to present the prize as godmothers), Léa Seydoux, Paz Vega, Gael Garcia Bernal, Niels Schneider, John Boyega and Joe Alwin.

The Red Carpet Collection: boundless inspiration from films to jewels
Among the Chopard Haute Joaillerie collections, Red Carpet is the one that embodies the ultimate dazzlement, nourished by Caroline Scheufele's curious and lively view of the world. The collection also highlights the extraordinary work of the artisans who exercise their skills in Chopard’s ateliers. From design to volume, from goldsmithing to gemsetting craftsmanship, these artisans combine their talents in giving life to this collection of 75 creations – corresponding to the number of editions of the Cannes Film Festival. In 2022, Caroline Scheufele's gourmet and eclectic taste in films drives her abundant creativity. Much like a film director, this keen lover of the seventh art has dreamed up a jewellery collection freely inspired by her favourite movies that have had a lasting impact on her, whether by the worlds they portray or certain legendary scenes that have inducted these masterpieces into cinema’s hall of fame.