Fifty years ago, Chopard invented a piece of jewelry that wouldn’t hold still. To mark Happy Diamonds‘ 50th anniversary, the Maison has unveiled a new campaign fronted by Bella Hadid and newly appointed ambassador Liu Wen, alongside fresh timepieces and pendants built on the same restless idea that started the whole thing in 1976.

Where It All Began
The concept traces back to a single image: light scattering across a Black Forest waterfall, breaking into countless fleeting sparkles. Chopard’s Karin Scheufele took that idea and ran with it, designing diamonds that move freely within their setting rather than sitting fixed in place. Her belief, in her own words, was simple: “Diamonds are happier when they are free.”

Two Ambassadors, Two Kinds of Freedom
The campaign leans on contrast. Bella Hadid, a Chopard ambassador since 2024, brings an electric, instinctive energy, all quick gestures and unguarded movement. Liu Wen, stepping in as a new Maison ambassador, plays the opposite register entirely: composed, deliberate, a stillness that reads as its own kind of power. Together, they’re meant to embody two versions of the same freedom the collection was built around.

New Pieces, Same Philosophy
The anniversary brings a re-edition of the Happy Sport The First, the 1993 timepiece that first set loose diamonds directly on a dial. Designed originally by Caroline Scheufele for women, it’s now available in 26mm and 33mm cases, in Lucent Steel or ethical yellow gold. Alongside it, Chopard is reworking its rectangular Happy Diamonds pendant, first designed in 2006, into a version with more open volumes, crafted in ethical yellow, rose or white gold and designed to move away from traditionally gendered jewelry categories.

Behind the Lens
The campaign was shot by photographer Greg Williams and directed by Manu Cossu, with choreography from Stephen Galloway, who built the movement around the jewelry itself rather than the other way around. As Galloway put it: “The Happy Diamonds made me think about movement in a completely different way.”

It’s also a milestone with some sustainability behind it: Chopard has used 100% ethical gold in its watches and jewelry since 2018, and since 2022 has used Lucent Steel, made with an 80% recycled rate, across its steel timepieces.

Fifty years on, the idea hasn’t really changed, just who’s wearing it, and how it moves.

Images courtesy of Chopard.