Chopard Brand
The Palme D’or - A Film Icon Celebrates 70 Years
Luxferity, 11.04.2025
Acknowledged as the ultimate accolade in the seventh art, the Palme d'or is celebrating its 70th anniversary. The mere mention of its name brings to mind endless silver-screen memories, as well as the admiration Chopard nurtures for the Cannes Film Festival, to which it has served as official partner since 1998. The Maison’s privilege of designing and creating the Palme d’or as well as all Festival awards is attributable to its Co-President and Artistic Director Caroline Scheufele. No less than 70 hours of work and precious expertise are required to craft the trophy in Chopard's Haute Joaillerie workshops in Geneva. The 78th Cannes Film Festival will take place from 13 to 24 May 2025. The jury will once again be chaired by a woman in the person of Juliette Binoche.
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Film-making’s Holy Grail
The closing ceremony of the Cannes Film Festival is the most publicised event on the planet after the World Cup and the Olympic Games. It is hardly surprising that its General Delegate Thierry Frémaux says: “Each awarding of the Palme d'or is distinctive and beautiful in its own right. I could reel off every moment of every year. I hope it will always remain the ‘Holy Grail’ that makes filmmakers mad with desire.” The Palme d'or has been the stuff of dreams and glamour for 70 years, even though the award only took its current form in 1998 thanks to Caroline Scheufele’s creative boldness.
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Between 1946 and 1954, the Festival's main trophy was in fact called the Grand Prix du Festival International du Film and took the form of an artwork that was renewed for each edition. In 1954, a competition among several jewellers was launched to develop a permanent and immediately recognisable award. Lucienne Lazon created the first trophy, inspired by the city of Cannes’ coat of arms and awarded to Delbert Mann for Marty in 1955. From 1964 to 1974, there was no Palme d'or: the Festival temporarily returned to the Grand Prix before deciding to once again offer the famous award for the best cinematographic work. In the early 1980s, the base of the Palme d'or became pyramid-shaped and in 1992, jeweller Thierry de Bourqueney redesigned it and created its 19 leaflets, placed on a hand-cut crystal pyramid.
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A new chapter began: "It all started in 1997 when I met Pierre Viot, then President of the Cannes Film Festival. I was looking closely at the Palme d'or placed in his office: a palm leaf placed on a Plexiglas pyramid. As I explained to him that my job was to design jewellery, he invited me to redesign the Palme d'or. It was a fantastic challenge for me and a real honour”, explains Caroline Scheufele. When love of the silver screen and a passion for Haute Joaillerie converge, anything is possible. Witness the little heart – symbol of the Maison – that the Artistic Director reinvented at the tip of the Palme d'or stem. Overall, the designer gave the trophy a complete makeover, modernising it, while remaining faithful to the famous palm trees lining the Croisette and the city of Cannes’ coat of arms. The Holy Grail of cinema gained in relief and depth, becoming a veritable piece of jewellery with its 19 leaflets in 18-carat yellow gold mounted on a rock crystal cushion hand-cut like a diamond. With the new Palme d'or, Chopard became official partner to the Cannes Film Festival in 1998. That year, director Theo Angelopoulos departed with the first Palme d'or made by Chopard for Eternity and a Day. As Caroline Scheufele comments: “The Palme d'or is not just a trophy; it represents a declaration of love for cinema. Every detail reflects our passion for this universal art that transcends borders and unites hearts.”
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No less than 70 hours of meticulous work are required to craft the trophy. Since 2014, as part of Chopard's Journey to Sustainable Luxury, it has been made of ethical gold. Mined in accordance with the best social and environmental standards, these 118 grams of gold pass through the hands of six specialised artisans. The numerous manufacturing stages include the mould produced using the ‘lost wax casting’ technique, or the smelting of the metal at 900 degrees Celsius in the foundry of Chopard’s workshops.
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Historic moments
Since its creation in 1955, the Palme d'or has become the most coveted award in the film industry, synonymous with excellence and recognition for filmmakers the world over. Nine directors have won it twice, including Francis Ford Coppola, Emir Kusturica and Ken Loach. Ruben Östlund is the latest member of this elite group of two-time laureates of this accolade: he enjoyed the distinctive privilege of being awarded the two anniversary Palmes d’or that Chopard had exceptionally set with diamonds to mark the 70th and 75th editions of the Cannes Film Festival in 2017 and 2022. It was not until 1993 that the first woman was honoured, with Jane Campion – nicknamed ‘Lady Palme d'or’ – for The Piano. It was another 30 years however, before Julia Ducournau won the Palme d'or for Titanium, followed in 2023 by Justine Triet and her gripping Anatomy of a Fall.
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The history of the Palme d'or will continue to be written at the closing ceremony of the 78th Cannes Film Festival on 24 May. Juliette Binoche, the President of the Jury, will have the honour of awarding this year’s Chopard-designed Palme d'or. This inevitably stirs emotions as she recalls her first Cannes Film Festival, when she presented Rendez-vous by André Téchiné: "I look forward to sharing these life moments with the members of the Jury and the public. In 1985, I walked up the steps for the first time with all the enthusiasm and uncertainty of a young actress. I never imagined that 40 years later I would be returning to this honorary role as President of the Jury. I am keenly aware of the privilege, the responsibility and the absolute need for humility.”
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