A passion for treasures



Co-president and artistic director of Chopard, Caroline Scheufele, explains the affinities between the famous jeweller, partner of the Lumière festival, and the cinema.

What is the history of Chopard's commitment to the cinema?

Ever since I was a child, the cinema has fascinated me. Especially the beauty and infinite creativity of films, which led me to become passionately involved in the film world. Chopard has become the jeweller of the cinema. It is a question of preserving cinematographic heritage (as we did with Cinecittà a few years ago), while still being involved in modern works. For example, Chopard is a partner of the latest James Bond movie, No Time to Die, in which the actress Ana de Armas wears our Haute Joaillerie creations. We often work with the costume designers of films to create customised pieces. Our universes are similar; it is the same passion and the creation of emotions that drive us. Of course, we have been the historical partner of the Cannes Film Festival since 1998, and Chopard is present at many film events. Finally, over many years we have formed precious friendships with actresses that we accompany for their red-carpet appearances.


What is the meaning of the partnership with the Lumière festival?

I greatly admire the work that Thierry Frémaux has done with the Lumière Institute in Lyon, and the creation of the magnificent Lumière festival: it is a festival for film lovers like me! It was therefore natural for me that Chopard should be associated with this celebration of cinema that is the festival, and that is why since 2015, we have been a partner of this wonderful event. 


Why support the "Treasures & Curiosities" section?

At Chopard we love treasures! This section presents films by relatively unknown filmmakers who are nonetheless essential to the appreciation and vitality of classic cinema. Once again, it is a way of supporting and participating in the preservation of our cinematographic heritage.


What are you most proud of in terms of Chopard's association with the cinema?

Our loyalty... Chopard has been supporting the cinema for more than a quarter of a century, and next year we will be celebrating 25 years of partnership with the Cannes Film Festival. Also, for the past twenty years, the Chopard Trophy has enabled us to award a prize each year to a promising young actor and actress, to put the spotlight on them. For us, this prize is a way of supporting young talent in the name of passing on the legacy of cinema… Just ast we must preserve our heritage, we must encourage the talents of tomorrow.


Interview by A. D.


Categories: Lecture Zen