On March 20 last year, coinciding with the International Day of Happiness, Chopard announced Julia Roberts, the global ambassador, is now the inspirational figure for all of Chopard’s women’s watch and jewellery (including High Jewellery) collections. The Hollywood A-lister is also the face of the Alpine Eagle women’s watch collection.
To celebrate this special partnership, Chopard and Roberts are marrying their passion for cinema in a campaign by James Gray. This campaign comprises 12 video clips, skillfully capturing Roberts’ audacity, playfulness and humanity, thus solidifying her status as a contemporary icon.
Gray receives numerous international accolades, with five films chosen for the official competition at the Cannes Film Festival, consistently prioritising human relationships as the focal point within the diverse range of subjects he explores. This starts with his debut cult feature, Little Odessa, The Immigrant and Armageddon Time.
Complementing these films is a new advertising campaign featuring visuals created by photographer Alasdair McLellan. With the radiant charm of a sunny disposition, Roberts, with her renowned smile, encapsulates what makes Chopard distinctive: virtuosity, joie de vivre, and the feel-good spirit. This positive energy emanates like a tidal wave, instilling confidence in women. Chosen by Roberts as talismans, Chopard watches and jewellery symbolise personal growth, extending a sense of well-being beyond Joie de Vivre and exuding an unmistakably radiant sparkle.
McLellan, a brilliant photographer renowned for capturing the essence of film legends, has skillfully portrayed Roberts in a series of unprecedented advertising visuals that encapsulate the brand’s spirit. Julia Roberts personifies the brand’s ethos from the enchanting Happy Diamonds to the exquisite Haute Joaillerie creations, including the captivating Ice Cube, L’Heure du Diamant, and Alpine Eagle collections.
Roberts, the star of Leave the World Behind, the latest Netflix thriller about cyberattacks, takes time off her busy schedule to answer a few questions posed by Options.
See also: Go for gold
You have been a supporter of Chopard’s High Jewellery collection. What is it about Chopard’s approach to luxury jewellery that resonates with you?
Chopard has had a program for over 10 years and is now committed to being responsible in this industry. Using ethical gold, their development and use of Lucent Steel, and their recycling timeline are quite impressive.
Can you tell us how your collaboration with Chopard came about and what drew you to work with the brand?
See also: Here’s a deeper look into how Celine’s leather goods are made
I have worn and admired Chopard jewellery for years, so when they approached me about collaborating, I was very interested. I am also drawn to them as a family company. This is meaningful to me.
What aspects of Chopard’s values and approach to ethical and sustainable jewellery resonate with you, and how have these influenced your collaboration?
As I mentioned before, I am drawn to the idea of this fabulous brand being a family house. They are committed to the future and their values as a sustainable company.
Chopard is known for its commitment to sustainability and ethical practices. How does Chopard’s commitment to sustainability and ethical practices align with your values and vision for a more sustainable future?
I think one of the more outstanding developments they have created is the Lucent Steel. This will significantly reduce the company’s carbon footprint and environmental impact.
Chopard’s Alpine Eagle watches are known for their durability and adventurous spirit. Do you have any personal experiences or adventures that you feel align with the spirit of this collection?
One of my favourite things about this collection is that it uses Lucent Steel. This makes it very in line with my feelings about positive change for the environment. It is also one piece with many generations of the Scheufele family within the design. I think that is special.
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Chopard’s High Jewellery and Alpine Eagle watches represent different facets of the brand’s craftsmanship.
Can you share your thoughts on the versatility of Chopard’s creations and how they can cater to various occasions and styles?
Caroline [Scheufele, Chopard’s co-president and artistic director] is the perfect example of the line’s versatility. She wears all the Chopard pieces so beautifully and effortlessly. I adore the Happy Sport line. It is fun and chic. I like to wear the Ice Cube bracelets and my Chopard Happy Hearts bracelets. I wear them almost every day.
Supporting Chopard’s collections implies a commitment to elegance and sophistication. How do you perceive the role of High jewellery and luxury timepieces in making a statement in today’s world?
The world has, in some ways, become so casual. We rely on our phones to tell us the time and things like that. I think putting on jewellery and wearing a watch is so classic today. With Chopard’s sustainability approach, which includes 100% ethical gold or Lucent Steel in all their collections, such as the Happy Sport and the Alpine Eagle watches, I think people feel modern and very good about supporting these movements.
Finally, what makes you happy? What puts a smile on your face?
Making my friends and family happy is what brings me the most joy. And I do smile when I wear my special Chopard high jewellery hoop earrings Caroline gave me as a gift!
The Feel-Good Interview
What is your Feel-Good moment in Cannes?
The first time I was there, running late and racing down the hallway. Somebody was still sewing me into my dress, so we were all running down the hallway to the elevator and somebody was sewing away. And I just thought, “It’s so classic”. It was a “Cannes”-Do moment.
Your Feel-Good party?
A Feel-Good party is my birthday party, as my husband always organises fun birthday parties for me.
Your Feel-Good movie?
The Philadelphia Story starring Katharine Hepburn, James Stewart and Cary Grant.
Your Feel-Good surprise?
I think any time friends turn up from out of town is always a good surprise.
Your Feel-Good city?
Paris is the ‘city of lights’ and I have some very good friends that live in Paris, so it always makes me happy to see them. Plus my very best friend is Parisian.
Your Feel-Good value?
The greatest single value that we can share is compassion.
A Chopard Feel-Good value?
For a luxury house like Chopard to lead the way in being such a champion of sustainability in this line of work is pretty impressive.
Your Feel-Good music?
Across the board, what always makes you feel good is the Beatles.
Do you celebrate Day of Happiness?
Every day to me is International Happiness Day and Global Happiness Day.
Committed to sustainable luxury
With its commitment to achieving 90% recycled steel in all its watches by 2025, Chopard marks yet another landmark step along its path towards true sustainability:
2010: On the eve of its 150th anniversary, the Maison concludes a three-year partnership with the WWF “Tigers Alive Initiative”, a conservation project to protect tigers from extinction.
2010: Chopard joined forces with its industry peers in promoting responsible business practices and became a member of the Responsible Jewellery Council (RJC), a non-profit organisation promoting responsible business conduct from mine to retail.
2013: Chopard unveils its Journey to Sustainable Luxury, a multi-year commitment to ensuring more responsible sourcing throughout our supply chain.
2015: Chopard launches its first fine jewellery collection in Fairmined-certified ethical gold at the Cannes Festival. Inspired by the design of the famous Palme d’Or awarded in Cannes, the Palme Verte collection is crafted in Fairmined-certified 18-carat yellow gold. At the same event, Chopard introduces a Haute Joaillerie bracelet featuring the first traceable and sustainably sourced opals.
2015: Two cooperative mines — one in Bolivia and the other in Colombia — achieve Fairmined certification. Chopard pledges to buy 100% of the Fairmined gold the mines produce.
2016: Chopard announced its new partnership with Gemfields at the Cannes Festival and unveiled a capsule in the Haute Joaillerie Green Carpet Collection featuring responsibly sourced emeralds for the first time.
2018: On the occasion of Baselworld, Chopard announces that by July 2018, the Maison will use 100% ethical gold to produce its watches and jewellery.
2019: The Alpine Eagle becomes Chopard’s first watch collection to be made in Lucent Steel, with a rate of 70% recycled steel.
2020: Chopard partners with the Swiss Better Gold Association on a ground-breaking project to source gold from a Colombian artisanal gold panners community (the “Barequeros”), one of the world’s most environmentally-conscious gold-mining operations.
2023: Chopard announces that its steel watches — including bracelets and cases — will be made from Lucent Steel, with a recycling rate of 80% by the end of 2023 and a minimum of 90% by 2025.
