An extraordinary encounter with James Gray

PostED ON 20.10.2023

Co-president and artistic director of Chopard, Caroline Scheufele explains the strong affinity between her creations and the cinema.

What are the links between Chopard and the cinema?

I think my fascination with cinema goes back to my earliest childhood, and I have to say that I’ve always been a passionate cinephile. Chopard has loved and supported the cinema for more than a quarter of a century, and the links grow stronger every year. We have just celebrated 26 years of partnership with the Cannes Film Festival. It's been 26 years since I redesigned the Palme d'Or, which embodies a symbolism that is particularly close to my heart. It illustrates my personal love of cinema, but also the fulfilment of a dream as an Haute Joaillerie designer. There is also the Trophée Chopard, which is a long-term commitment of our House and which highlights the talent of two young actors every year. Thanks to this Award, we can gain the attention of the entire cinema industry and of the general public regarding an actress and an actor destined to star in the films of tomorrow.

How has cinema inspired Chopard's latest creations?

Every year at the Cannes Film Festival, we unveil the Red Carpet Collection. In 2022, the theme was Chopard Loves Cinema and I imagined a collection of Haute Joaillerie freely inspired by the films that have influenced me and whose universe and mythical scenes have made them legends of cinema today. The references are expressed in numerous pieces, such as the Rose brooch, which draws its inspiration from Charlie Chaplin's City Lights. This year, we have extended our tribute to the seven major arts: architecture, sculpture, painting, music, literature, dance and, of course, cinema. Here, too, the references are expressed in numerous pieces, such as this ring whose 127-carat yellow sapphire is supported by a series of antique-style sculptures meticulously carved in gold by one of our craftspeople.

What does the partnership with the Lumière film festival bring you?

As a passionate film buff, this relationship is particularly close to my heart, and I'm delighted to be able to commit our support and help preserve the film heritage in Lyon, the cradle of cinema.

Who are your favourite directors?

To mention one rather than another would be simplistic, even unfair. My last extraordinary encounter was with James Gray during the filming of our Chopard Loves Cinema campaign featuring Julia Roberts, our ambassador. James Gray is a humanist who carries with him the desire to retain what is essential for living in society in each of his productions; these values weave the fabric of the new campaign. In it, we find fresh, spontaneous moments of "Joie de Vivre", the kind of joy that we at Chopard wish to convey and that Julia embodies so well. True, radiant joy that expresses respect for oneself, for others and for the world...

Interviewed by A. D.