Chopard Co-President Caroline Scheufele on China’s Luxury Market

Chopard Celebrates Fifty Years of Happy Diamonds with New Campaign and Reissues

Chopard co-president Caroline Scheufele sketched a clown pendant with a transparent belly filled with moving diamonds at age 16, a design that launched a multi-decade jewellery collection. ft.com reported that the luxury house marked the 50th anniversary of Happy Diamonds during New York Fashion Week with a campaign featuring model Liu Wen and brand ambassador Bella Hadid. The milestone highlights how a watchmaking mechanism born from a German waterfall transformed into a cornerstone of modern jewellery design.

The Origins of Free-Moving Diamonds and Family Leadership

The concept of bezel-set diamonds moving freely beneath sapphire crystals originated with Chopard designer Ronald Kurowski, who found inspiration in a waterfall in south-west Germany’s Black Forest. Kurowski created men’s dress watches featuring diamonds moving across black onyx dials, which debuted in 1976. Karin Scheufele, mother to Caroline and co-president Karl-Friedrich, coined the name Happy Diamonds because she maintained that spinning diamonds embody freedom and happiness. While Kurowski designed the initial watches, Scheufele adapted the free-moving stones into jewellery by sketching the original clown pendant for her sixteenth birthday. Her father, Karl Scheufele III, had the piece manufactured, and Chopard officially launched the collection in 1985. The family acquired the historic watchmaker in 1963, and the siblings have served as co-presidents since 2001.

Targeting the Chinese Luxury Market and Guochao Trends

Chopard appointed Chinese model Liu Wen as its newest brand ambassador to capture interest from a younger generation of domestic consumers influenced by guochao. This cultural movement champions products designed within China and has fueled the growth of domestic labels. Scheufele stated that brands must offer something distinct to China or risk consumers developing alternatives independently, noting plans for market-specific special editions. Wen models the updated Happy Diamonds jewellery line, featuring pendants that combine diamonds with elongated rectangular sapphire crystals based on a 2006 archive design. The campaign also introduces new Happy Clown pendants alongside a faithful reissue of the Happy Sport watch.

Reissuing the Happy Sport Watch for Modern Collectors

Scheufele designed the original Happy Sport in 1993 because she needed a versatile timepiece suitable for swimming and tennis that could transition from day to evening wear. The 2026 reissue, titled Happy Sport The First, mirrors the 1990s original with a replica dial, signature pebble-link bracelet, and rolling diamonds across the face. The 33mm version features seven floating diamonds, while the 26mm model contains five. Scheufele noted that vintage-inspired designs resonate strongly with younger buyers who increasingly seek watches mirroring past decades. High jewellery sales are currently outpacing watch sales at Chopard, driven by clients searching for unique, distinctive pieces.

Frequently Asked Questions About Chopard Happy Diamonds

Who originally created the Happy Diamonds concept?

Chopard designer Ronald Kurowski invented the concept of bezel-set diamonds moving freely beneath sapphire crystals after observing a waterfall in the Black Forest of south-west Germany in 1976.

When did Caroline Scheufele join the family business?

Scheufele joined the family enterprise in 1985, the same year Chopard officially launched the Happy Diamonds jewellery collection with a series of clown necklaces.

What was the inspiration behind the Happy Sport watch?

Scheufele designed the original Happy Sport in 1993 to fill a gap in the market for a durable women's luxury watch that could be worn during sports and easily worn from morning until night.

How much did Chopard watch sales reach according to industry estimates?

An annual report by Morgan Stanley and LuxeConsult estimated that Chopard watch sales reached SFr340mn ($410mn) in 2025.