There is an eternal appeal to celebrities that makes them valuable to use as brand ambassadors, from fashion to perfumes and events. Today we’re going to be focusing specifically on the most iconic celebrity jewellery collaborations of the last decade. These collaborations have been well thought through and executed, and they have helped, in some cases, revitalize more traditional brands and bring them into the mainstream.
Why Are Celebrity Collaborations So Important For Luxury Jewellery Houses?
While the brands discussed here as a whole aren’t accessible to the majority of us on the whole, the role of a brand ambassador is key in generating brand interest and loyalty, which then filters down into the sale of things like perfumes and accessories, for people to get a touch of that luxury that the celebrity appears to have.
Some of the earliest well-known celebrity jewellery collaborations would include Audrey Hepburn and Tiffany & Co., with her role in Breakfast at Tiffany’s fully embodying what the brand stands for; timeless luxury. This paved the way for jewellery brands, particularly with a focus on who is wearing which brand of jewellery on red carpets, with it being common for celebrities to walk down red carpets wearing millions of dollars worth of jewellery. However, collaborations have certainly evolved, with the Tiffany & Co X Nike Air Force 1 collab proving how traditional brands are changing as consumers do.
We’re focusing on the last decade specifically, as there has been such a shift in the idea of what a “celebrity” is, yet the tradition of jewellers working with A-list celebrities to generate mainstream interest in their brands still remains, which is evident in the examples below. Poor collaboration choices can break a brand in some cases, while others truly make it, and with the perfect pairings that we’re demonstrating below, you can see just how mutually beneficial it can be for celebrities to be connected with a brand that aligns with their values.
3 Iconic Jewellery Collaborations From The Last Decade
Rihanna and Chopard
It’s fair to say that Rihanna has been one of the most iconic female celebrities over the last decade. Following her resounding success in the pop industry, she became an icon who shifted her focus towards the world of business and officially became a billionaire in 2021. Her creativity combined with a strategic business mind, as well as, of course, her sense of style, made her a fantastic choice by Chopard for their jewellery collaboration, as they are known for their creativity combined with a focus on technology to create some of the most sought after Swiss watches and jewellery in the industry.
In 2017, the Rihanna Loves Chopard collection was launched, inspired by stunning colours and designs that are indicative of the gardens on her home island of Barbados. From breathtaking statement earrings to more simplistic designs, the collection came off the back of Rihanna regularly wearing Chopard jewellery on the red carpet, including a 123-carat rubellite surrounded by 65 carats of diamonds, which started the iconic journey between the two of them.
Roger Federer and Rolex
Roger Federer is known to be genuine and humble, despite being one of the greatest tennis players of all time. Aside from his success on the court, his likability made him a target for a range of non-tennis-related brands, including Uniqlo, but perhaps most iconically, Rolex. As a brand, Rolex is known for its heritage, values and dedication to excellence, so choosing this Swiss tennis champion to bring to the world of sport its power and prestige made complete sense.
He was regularly seen sporting iconic Rolex watches as he held his winning cups, a stunning collection he is now the proud owner of. After winning 20 Grand Slams, it was only right that he retired in style in 2022, wearing an 18K white gold Daytona with a meteorite dial, which sells for around $85,000 today.
Roger Federer X Rolex is still known as one of the most iconic brand partnerships in not only tennis, but all of the sports worlds, with the 10-year, $15 million dollar deal being renewed at $8 million a year once it was complete. While he has now taken a step back from the limelight and so will his visibility, the footprint that Roger Federer has left on the world of luxury watches will certainly pave the way for brands wanting to replicate what was achieved for a long time to come. This has already been the case with the likes of Serena Williams and Audemars Piguet, Rafael Nadal and Richard Mille, Novak Djokovic and Seiko, and whilst these have also been long-standing and successful collaborations, it will be Federer and Rolex that remain the most iconic jewellery related sports collaboration of all time.
Millie Bobby Brown and Pandora
Millie Bobby Brown shot to stardom in 2016 when she starred as Eleven in Stranger Things, and as well as being renowned for her exceptional acting skills at such a young age, she soon became a positive role model for young girls thanks to her bubbly, playful, hardworking and enthusiastic energy. The brand Pandora has also been the go-to choice for young girls, with fun and unique jewellery that they can choose to create their own sense of style and personality. So, a collaboration between Pandora and Millie Bobby Brown was a fantastic choice.
She became the face of Pandora with her collection, with prices ranging from £10 to £70, making it accessible to young people, particularly for gifting purposes. From flat-back earrings to charm bracelets, this was a stunning collection that was perfectly timed with her fame in the Stranger Things series. Since then, she has gone on to become an ambassador for the likes of Louis Vuitton, Calvin Klein, Moncler and Samsung, as well as a UNICEF Goodwill Ambassador. While she no longer aligns as closely with what Pandora represents as her role as a celebrity has changed as she’s grown up, this is a great example of a perfectly timed collaboration that was mutually beneficial and helped both Millie and Pandora grow as brands.
