As Chopard president Karl Scheufele once gifted the L’Heure du Diamant timepiece to his wife Karin Scheufele in a bouquet of peonies, the campaign imagery plays with the floral motif. In the campaign, Ms. Hadid rests atop an enlarged pink peony and elegantly swats aside flower petals interspersed by a kaleidoscope of jewel shapes that form the singular peony motif in diamond.
Ms. Hadid is adorned by the latest iteration of the L'Heure du Diamant: a 26mm timepiece in 18-karat white gold, emblazoned with 2.2 carats of diamonds. The timepiece features a dial in mother-of-pearl and a textured white gold strap.
The watch is noteworthy for a recent innovation by Mr. Scheufele, which sees V-shaped prongs beneath the diamonds augment the diamond’s natural brilliance to produce a radiant effect.
The model also wears the pendant necklace and matching earrings from the L'Heure du Diamant jewelry collection, both of which appear to mirror the shape of a peony.
Star power
Ms. Hadid became the brand’s global ambassador in September 2024, succeeding American actress Julia Roberts, and will remain in her post until mid-2026 ( see story ). With her dual appeal as a high-fashion model and pop culture figure, Ms. Hadid’s appointment marks a generational shift for Chopard.
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