French Maison Boucheron celebrates upcoming anniversary with a striking new campaign


With every passing year, French Maison Boucheron never misses a chance to prove its creativity in the world of jewelry. Yes, in 2018, the house will be celebrating its 160th anniversary and in a very modern, yet sophisticated way. After all, being the first jeweler of the Place Vendôme is a very distinctive fact and deserves a special celebration.

As Boucheron gears up to celebrate its 160th anniversary next year, the luxury French brand has released a new campaign to celebrate some of its most iconic pieces.

Graphic lines make this campaign an eye-catching marvel. It reflects through the contrast between minerals and precious materials the house’s bold style. The ultra-contemporary visuals turn the bronze of the Place’s columns into color and the Paris stone and the green marble that form the arcade of the historical boutique’s façade at no 26 into graphic patterns. This strongly modern ad campaign perfectly embodies the vision of Frédéric Boucheron introduced in 1858.


It’s not all about the graphic feel of this campaign, as the latter is also a setting where the marvels of the Maison are highlighted in all their creativity. From the iconic Quatre to the Serpent Bohème and other high jewelry creations such as the Lierre de Paris, Boucheron’s most stunning pieces star in the campaign’s visuals.

It’s by combining the efforts of Les Graphicants graphic design studio and photographer Sébastien Coindre that the Parisian jewelry house brings this campaign alive and we must admit that there couldn’t be a more wonderful way to celebrate this history of creativity.



The jewels, for men and women, are distinctive, daring and deliver excellence with striking combinations of golds and textures. Boucheron’s Quatre and Serpent Bohéme collections are available at Boucheron boutiques and selected stores worldwide.

Come into the beautiful world of Boucheron.





Boucheron Quatre Absolu de Nuit


A new Boucheron fragrance is aways very exiting! Introducing the Boucheron Quatre fragrance for Woman in 2015, created by Nathalie Gracia-Cetto, was modern and daring olfactory interpretation of the Maison Boucheron’s iconic Quatre ring. Strongly assertive and contemporary, it reveals the strenght of character of those who wear it.

After last years Quatre Intense, Maison Boucheron is celebrating a new evening version, even more sophisticated. Quatre Absolu de Nuit, is the olfactory interpretation of the modern and bold iconic ring Boucheron is shrouded in mystery.


Boucheron Quatre Absolu de Nuit for Men

Quatre Absolu de Nuit for Men: a woody-oriental Eau de Parfum, both mysterious and vibrant, sublimated by clary sage, black pepper and Atlas cedar notes. Quatre Absolu de Nuit for men is a fragrance that we owe to the perfumer Jacques Huclier, a well-known designer from the great Maison Givaudan.

The latter chose to dare bold biases and assembled several diametrically opposed ingredients. He started the scent of Quatre Absolue de Nuit for Men by Italian lemon, a fresh and citrus ingredient, combined with more aromatic flavors of sage and lavender, two great classics of men’s perfumery. Nevertheless, this initial freshness is quickly counterbalanced by vibrant, charismatic and spicy notes of patchouli, black pepper and nutmeg. Thus, the initial clarity of this perfume is quickly associated with the incandescence of spices. The whole thing ends up being won by more masculinity. A woody trail of cedar, vetiver and vanilla prevails, creating the addiction of a simple breath.


Boucheron Quatre Absolu de Nuit for Women

Signed by perfumer Nathalie Gracia-Cetto, a very famous nose of the house Givaudan, Quatre Absolu de Nuit for Women: a floriental Eau de Pafum, both sensual and captivating, sublimated by bergamot, pear in syrup and vanilla notes. This one has chosen to work around exceptional raw materials and assembled them with extreme minutia, as could the best jewelers of the house Boucheron.

The whole is flying over a citrus freshness dominated by the presence of bergamot from Italy. Pink berries counterbalance this sensation by more heat while the whole is immediately coated with bitter almond. The gourmandise of Quatre Absolu de Nuit for Women is then relayed by a heart more fruity and floral, assembling jasmine and juicy pear. Finally, a more enveloping and delicate background takes over. Tonka bean is associated with amber woods as well as vanilla and sandalwood. The result is a terribly tempting, gourmand and irresistible perfume.

Boucheron Quatre Absolu de Nuit Pour Homme Pour Femme




Camus receive prestigious French Entreprise du Patrimoine Vivant label


French Maison Camus has been awarded the Entreprise du Patrimoine Vivant (Living Heritage Company) label in recognition of itssavoir-faire, advanced technical skills and commitment to crafting quality products.

Created in 2005 by the French State to promote its industrial and craft heritage, the Entreprise du Patrimoine Vivant label rewards outstanding economic and cultural talent across the country. Selected companies undergo a rigorous and lengthy examination process by an official body comprising independent and governmental entities.

Camus has been recognized as one of the select few Entreprise du Patrimoine Vivant labeled brands to contribute to France’s economic standing, which include Baccarat, Boucheron, Chanel, Hermés, and Chateau Laubade.

Cyril Camus, President of Camus, representing the fifth generation of the founding family, said: “It is a privilege for Camus to receive the Entreprise du Patrimoine Vivant label, which testifies to the devotion and savoir-faire passed on from each generation of my family to the next, as well as to the ongoing support from all those who have worked alongside us over the years. This success is also theirs”.

Maison Camus spans more than 150 years. With 180 hectares in the Borderies cru, the smallest and rarest district in the Cognac appellation, the Camus family has always been deeply involved in making and distilling Cognac.

Come into the beautiful world of Camus.





Boucheron’s Épure now in steel



Founded in 1893, the Boucheron style is the finest expression of elegance and creativity. Today, after more than 150 years, the French Maison continues to craft the classics of tomorrow through a precious collection fine jewellery and watches. With the Reflet, Carrée and Épure collections, Maison Boucheron becomes an architect of time. With its strong lines, and classic esthetic, the Parisian jeweller plays on contrasts that come together in a celebration of simplicity, this promising a new and timeless elegance.

More than just a timepiece, Épure is a philosophy of life: It preserves only the essential to brighten life’s most joyful hours.

Following the launch of the first versions in gold two years ago, the Épure collection is now introducing 6 steel models for an even more contemporary look. Beneath the Épure Acier’s cleverly simple round case lies a highly complex design and a creative esthetic that enhances Boucheron’s iconic motifs more than ever before.


More than just a timepiece, the Épure represents a philosophy of life and embodies Frédéric Boucheron’s vision of time by preserving only the essential to light up life’s most joyful hours.

Je ne Sonne que les Heures Heureuses

With a steel or alligator leather strap, the Épure combines the classic elegance of the polished stainless steel 38mm round case. Available with a black or white dial, it has a blue sapphire cabochon at the dial, numeral 3 and 9 markers, and a date window at 6 o’clock. The Épure Acier has a mechanical movement with automatic winding. ‘Je ne Sonne que les Heures Heureuses’ is engraved case-back.



The Cabochon

Electric blue in colour, it has a subtle glow that is unique to the intimate savoir-faire of the Jeweler of Lights. Known as the ‘oracle stone’ in antiquity, this polished sapphire is positioned at the top of the winding crown and of the dial, drawing attention to this iconic Maison Boucheron motif more than ever before.

The Double Gadroon

Placed together, these two rings of polished gold symbolise the eternal love between two beings who are forever bound to one another. The double gadroon is one of the Maison’s oldest motifs.

Paris Cobblestones

A true hallmark of the French capital, the clous de Paris motif reflects the city and its architecture. It is used in many creations (including the legendary Quatre) and creates light effects that are contrasted with the brilliance of the Epure dial.


The oversize 3 and 9 markers are a tribute to the year 1893, when the Boucheron boutique opened at 26 Place Vendôme. Frédéric Boucheron was the first jeweler to set up a boutique in this famous Parisian square and chose the location for its exceptional light.

The Boucheron Épure Chronograph, a technological, masculine watch



With an alligator leather or steel strap, the Epure chronograph, also available with a black or white dial, combines the classic elegance of the polished stainless steel 43mm Épure case with a 25 Jewels, 28’800 bph, highly technical complication, and a power reserve of approximately 48 hours. Its blue hands add a touch of colour that is softened by the brilliance of the polished markers. The two pusher of the chronograph have been adorned with 2 blue sapphires, giving the watch a contemporary and asserted aesthetic.

A strong and sophisticated aesthetic, the Boucheron Épure watch is a delectable choice when updating your jewellery collection. The mechanical movement with automatic winding, the sapphire crystal glass and stainless steel round case work together to ensure you’re fashionably on time.





Boucheron Opens The New Rue Faubourg Saint-Honoré Boutique


Going back in time, French Maison Boucheron was founded by Frederic Boucheron in 1858, with the opening of his first store in the Galerie de Valois. Moving on, the French jeweler has always made its presence felt via their flagship mansion and workshops at 26 Place Vendôme, Paris. The new store at rue du Faubourg Saint-Honoré also boasts of interiors that have been inspired Vendôme flagship store.

Boucheron seduced the most refined clientele like writers, artists, stars and princes and attracted them to the world’s most precious creations.

Designed by Architectures & Associés, the décor will take the clients back to the Maison’s architectural heritage. The white marble façade with arches also beckons Boucheron’s strong historic roots. A nod to the historic 26 place Vendôme boutique, the light marble façade adorned with arcades, is a symbol for one of the first jewelers to set up in the French capital’s ‘Triangle d’Or’.


On the inside, the marble furniture recalls the brand’s aptness in the art of magnifying rock crystal. The Maison went with an exceptional lighting to highlight its extremely precious jewelry. Visitors and passersby will be able to appreciate the building’s ivory and champagne-colored walls along with Serpent Bohème and Ava windows. The cast iron staircase will lead the shoppers to an antechamber and a private salon which houses the most beautiful creations of the Maison.


This new space houses Boucheron’s fine jewelry pieces and iconic jewelry collections. You can find the Quatre ring, a mythic jewel that brings together four rings in yellow, white, pink, and chocolate gold into one bold, complex assembly, as well as the Serpent Bohème line, a contemporary reinterpretation of the iconic 1968 collection and homage to Frédéric and Gabrielle Boucheron’s love. You can also find a beautiful collection of watches for him and hers, like the iconic Reflet. The impressive store also accommodates a library which is stocked with many antique archived editions.


Queen Elizabeth II, the Aga Khan, the Rockefeller family, Greta Garbo, Rita Hayworth, Marlene Dietrich, Sarah Bernhardt, Nicole Kidman, Penelope Cruz, and many other personalities have worn creations from this brand that has been proudly traversing the ages for 150 years. All the timelessness and savoir-faire of this brand on a perpetual quest for perfection is honored at 32 rue faubourg Saint Honoré.

Come into the beautiful world of Boucheron.




I count only the joyful hours with Boucheron’s new Épure watch


French Maison Boucheron has created, after their iconic Reflet and Carrée watches, a new timeless watch. With the hallmarks of this famous Parisian jeweller encapsulated in an elegantly simple design, the new Épure is tipped to become a classic men’s watch,

Translated from French, the word épure means ‘working drawing’ or sketch, evident in the clean and precise lines of the watch. You can almost imagine the sharply etched pencil draft from which it was born lying on the drawing table.

As its name suggests, Boucheron’s Épure embodies a design approach as pure as morning light. Launched at Baselworld 2013, the beauty of the Épure lies in a rigorous design aesthetic that strips away the superfluous and glorifies exquisite nuances and rich materials. The iconic sculpted curves of mirror-polished gadroons and two glossy blue cabochon sapphires are the only embellishments this watch needs.


The double gadroon, or edging, seen on the bezel, the crown and the golden circle on the dial is a leitmotif of the house, created by the founder Frédéric Boucheron in 1889. This motif was inspired by the ribbed double-bands of metalwork or stone found on Parisian landmarks, such as the monumental Eiffel Tower. Today this design element is very much present in Boucheron’s ‘Quatre’ jewels as well as the new Épure watches.

Electric blue in colour, the cabochon has a subtle glow that is unique to the intimate savoir-faire of the Jeweler of Lights. Known as the ‘oracle stone’ in antiquity, this polished sapphire is positioned at the top of the winding crown and of the dial, drawing attention to this iconic Maison Boucheron motif more than ever before.

It’s not surprising that ‘the jeweller of light’ is playing with the sun in a new way. With just one small movement of the wrist, rays bounce off the shiny golden surfaces, glow against the satin finish of the dial and race across the curved glass. The entire case of the watch is lens-shaped, giving it its sculptural form, with refined lugs that hug the wrist.


With the Epure collection, Maison Boucheron becomes an architect of time. With its strong lines, and classic esthetic, the Maison plays on contrasts that come together in a celebration of simplicity, this promising a new and timeless elegance.

Je ne sonne que des heures heureuses.

Available in both 38mm and 42mm models in white or rose gold, variants include a tourbillon as well as diamond-set bezel options. All the Épure watches are powered by the GP 4000, a sophisticated Girard-Perregaux movement made in Switzerland. The movement is visible through the case back, and the oscillating mass is decorated with a charming cut-out in the form of a ‘champagne cork’, another house design cue. A small champagne cork can be found stamped into the gold on the inside of all Boucheron jewels.

Boucheron-Épure-watch-in-rose-gold-38mm..jpgBoucheron Épure watch in rose gold 38mm.


Boucheron-Épure-watch-in-white-gold-and-diamonds-38mm..jpgBoucheron Épure watch in white gold and diamonds 38mm.




Boucheron Épure watch in white gold 42mm.




Boucheron Épure watch in white gold with white dial 42mm.




Boucheron Épure watch in white gold and diamonds with white dial 42mm.

Boucheron-Épure-Tourbillon-watch-43mm..jpgBoucheron Épure Tourbillon in white gold with white dialwatch 43mm.

On the back of the watch you will see the engraving ‘Je ne sonne que des heures heureuses’, which also harks back to the maison’s history. Frédéric Boucheron, who founded the firm in 1858, first set up shop in the arcades of the Palais-Royal. From here he could see a small cannon, which was fired each noon to help the good gentlemen of Paris set their watches precisely. The cannon was engraved with this phrase in Latin. Being of a romantic nature, Boucheron was so taken with the inscription that he made it the firm’s motto, which is why you will find it on the back of each and every Épure watch. The phrase translates as ‘I count only the joyful hours’, a very positive attitude to timekeeping.

More than just a timepiece, Épure is a philosophy of life : It preserves only the essential to brighten life’s most joyful hours.

The Boucheron Épure Collection is available now at Boucheron boutiques and selected stores worldwide. Come into the beautuful world of Boucheron.





A new Boucheron website


French Maison Boucheron has relaunched its website in the colours of the new visual identity of the jeweller and watchmaker. Visitors can browse the portal in English, French, Japanese and Simplified Chinese, or take a virtual 360-degree tour through the Boucheron flagship store at Paris’s Place Vendôme. For the first time, Boucheron is sharing the history of its founders and products, whilst boosting social connectivity with Facebook, Twitter, Instagram, Pinterest and YouTube integration.

Come into the world of Boucheron…..





Martell Cordon Bleu Centenary Ultimate Jewel edition


In 1715, Jean Martell, a young merchant originally from Jersey, created his own trading business at Gatebourse in Cognac, on the banks of the Charente, and thus founded one of the very first cognac houses. Martell used grapes from the vineyards in the Borderie subregion, and used Tronçais oak for its casks, this made a combination that resulted in an exceptionally smooth cognac. After his death in 1753, his widow and then his two sons and grandson continued this tradition and developed the export business to make Martell the number one in England in 1814.

In 1831, Martell created his first ‘VSOP’ (Very Superior Old Pale) cognac and continued its international expansion. Its fame spread throughout the world, with the first exports to Japan and other Asian markets, such as Indonesia, Vietnam, Malaysia and Korea.


In the 2000s, Martell created new cognacs: ‘Martell XO’ in 2005, ‘Martell Création Grand Extra’ in 2007, in a bottle designed by the artist and glass designer Serge Mansau. In 2009, Martell cognac launched its signature cognac, ‘L’Or de Jean Martell’. In 2011, Martell expanded its ‘Ultra-Prestige’ range with an exceptional cognac, ‘Martell Chanteloup Perspective’, a tribute to the know-how of the cellar masters and to the Domaine de Chanteloup. But Cordon Bleu, created in 1912 by Edouard Martell, is certainly the company’s most famous product.

To commemorate the centenary of the creation of Martell’s beloved Cordon Bleu, the French Maison has teamed up with Parisian fine jewelry house Boucheron, to create the most exquisite tribute yet: a one-off, bejeweled edition of the iconic blue bottle. The Ultimate Jewel is the loving result of combining both Maison’s passions – fine spirit and high jewelry – into a sumptuous work of art, for transforming the finest and rarest of raw materials into either exquisite blends or timeless jewellery.


Made of the finest crystal, diamond, gold and lapis-lazuli, the bottle artfully highlights Martell’s house motifs in a poetic way. Every detail, from the bottle’s neck to the travelling case, was designed with infinite attention, making this a true collector’s item. The Martell swallow, for instance, is wrought in gold with a diamond eye, and is seen holding up the centenary’s symbol, the infinity sign, in its beak, like a fine satin ribbon.

The bottle is testimony to both Martell and Boucheron, with the symbol of a swallow and the name Martell linking gracefully to the infinity sign (representing 100 years of Cordon Bleu), along with Boucheron’s key codes of the color blue, a cabochon and gold sculpture work through the godron. The bottle is presented in a specially designed hand-crafted box in the blue colours of two Maisons and lined with an ivory veal leather skin interior.


On the 22nd March 2012, this one off, collector piece, which was launched by Edouard Martell in 1912 at the Hotel de Paris in Monaco, celebrated its 100th birthday in the same place, in front of guests such as H.S.H Prince Albert, H.S.H. Princess Charlène and H.R.H. Caroline de Hanover at the Cordon Bleu Centenary celebrations.

The Ultimate Jewel will be auctioned in China at the end of the year to mark the culmination of Martell Cordon Bleu’s centenary celebration. Head over to Martell’s dedicated site to learn more about the cognac house.

Come into the beautiful world of Martell’s.





Boucheron The Magnetic Quatre

anigif promo.gif

French Maison Boucheron, the famous luxury high-jewelry brand, and PPR are celebrating the environmental awareness documentary, Home, with a gold cube to be auctioned on to benefit the Initiative for Responsible Mining Assurance, an effort to promote and verify more responsible mining practices for gold and other metals.

Boucheron is a member of RCJ (Responsible Jewellery Council) since August 2006 to promote responsible social and environmental practices in a transparent and accountable manner throughout the industry from mine to retail.Boucheron celebrates the launch of the movie ‘Home’, with an online auction benefiting the ‘No Dirty Gold’ foundation.

Directed by Yann Arthus-Bertrand, the film is co-produced by Elzévir Films and EuropaCorp, Luc Besson’s company. ‘Home’ will be made up of aerial images which have been filmed in more than fifty countries around the world. A voice-off will offer constructive hindsight into the major environmental and social challenges facing our world, intended to illustrate the interconnectedness of life and how humans are threatening the ecological balance of the globe.

Precious metals and gems are amongst the earth’s most precious gifts and on this occasion, the French jeweler has especially created ‘The Magnetic Quatre’, a unique combination of four golds. The amalgamation of different golds and textures of this unique product symbolizes our planet’s four elements; wood, air, water and earth and reminds us of their fragile balance.



Boucheron’s effort both to raise environmental awareness and make it luxurious should be applauded, even if it seems a bit hypocritical to promote an uber-luxury product as eco-friendly… The French Maison has proven its possible.

The Magnetic Quatre, comprised of four types of gold to represent the earth’s four elements – fire, air, water and earth – is designed to illustrate the interconnectedness of life and how humans are threatening the ecological balance of the globe.

The Boucheron Magnetic Quatre will be auctioned off on the day after Home’s worldwide premiere, on June 6th to June 13th. All the proceeds will go to ‘The Initiative for Responsible Mining Assurance’, an effort to promote and verify more responsible mining practices for gold and other metals.

I guess if you’re in the market for a gold cube, better for your purchase to benefit the environment than not… Not in the market for such a cube? A ticket to the film is probably a better bet. All the proceeds will go to “The Initiative for Responsible Mining Assurance”, an effort to promote and verify more responsible mining practices for gold and other metals.

The worldwide release of the movie will be organized by EuropaCorp on June 5th, 2009 – World Environment Day – in cinemas, on television, on DVD and on the Internet around the world. The aim of this simultaneous worldwide broadcasting is to enable as many people as possible to watch the movie together. The objective of ‘Home’ is not to make a profit. It’s only benefit of ‘Home’ will be to contribute towards increasing awareness of our responsibility towards the planet.

On June 5th we all have a date with the Planet! Come into the beautiful world of Boucheron.




A homage: Boucheron MEC Rugby Pink Gold Watch

We dreamed of it, Boucheron did it. It is true that Jean-Christophe Bédos, the new president of Boucheron, is a great Toulouse guy, a true sportsman and expert in luxury at the same time (trained at the Alain-Dominique Perrin school at Richemont). Finally, for those who like… Here is the first luxury watch dedicated to rugby and it comes paradoxically from the Place Vendôme.

In the event of the World Rugby Cup, French Maison Boucheron has created for the ‘L’Art Emmêlé 2007’ exhibition exclusive creations in homage to the sport: a MEC watch in pink gold, a Diablotine men’s ring in white gold and moonstone as well as a Diablotine women’s ring in pink gold and green tourmaline which was re-designed in the shape of a rugby ball!

Boucheron Diablotine white gold ring
Boucheron Diablotine rose gold ring

‘L’Art Emmêlé 2007’ is a series of events organized around a contemporary art exhibition that gathers pieces inspired by rugby and in particular, the World cup. Rugby is represented through images, paintings, sculptures, installations and photography by renowned French and international artists, as well as fashion and Haute Couture designers. The first event took place in Paris in 2003 during the Australian World Rugby Cup. The new edition of ‘L’Art Emmêlé 2007’ will occur in the Hôtel de Crillon’s salons and terrace, overlooking the Place de la Concorde, until October 20th.

Come into the beautiful world of Boucheron.