CHAUMET, founded in 1780, can be said to be the oldest international brand. It was founded half a century earlier than Hermès,
LV, Cartier and other brands. The founder was Napoleon's royal jeweler. For more than 200 years, CHAUMET has been serving the royal family. There are many CHAUMET jewelry on display in the Louvre Museum in France. This is the only jewelry brand to win this honor.
In 2015, I had the honor to visit Chaumet’s official residence and felt the long history and rich heritage of the brand.
The Chaumet brand’s iconic crown is what every girl wants to own. Two well-known dream weddings in the entertainment industry have chosen jewelry from this brand.
During Jay Chou’s wedding, Quinlivan wore Chaumet’s “Lumieres-d’Eau” high-end jewelry set with diamond tiara and necklace, making her look like a dreamy princess.
Angelababy and Huang Xiaoming took wedding photos and on their wedding day, the baby also wore a Chaumet crown and a 5-carat pear-shaped diamond ring to get married like a princess.
In addition, the wedding rings of goddess Vivian Hsu and Gao Yuanyuan are also from Chaumet.
Every Chaumet jewelry is as breathtakingly beautiful as a work of art. It not only has beautiful emotions and sustenance, but also has top-notch production technology. Chaumet has always been an aristocrat in the jewelry industry.
Let me comment on Chaumet’s status in the jewelry industry without flattery and as objectively as possible.
In one sentence: Chaumet’s value is definitely undervalued now, and compared with jewelers at the same price, it is definitely still a sleeping beauty. The potential is endless. Although it is not well-known and famous enough, as a first-line jeweler, it has basically all the standard features.
Chaumet’s current main customers are the French, Japanese and an increasing proportion of Chinese. At the end of the 20th century, before being acquired by luxury goods giant LVMH, it tried to enter the US market but was blocked many times. Later, it shifted its international market focus from the Americas to Asia, and entered China in 2006. Re-entering the US market should be a recent matter.
From 1999, when it was bought by LVMH at the lowest point in the brand's development, to now, in 18 years, the brand value and positioning have increased rapidly. Especially in the past three years, it can be clearly felt that the brand's texture and style have gradually taken shape.
I summarize Chaumet’s brand style as romantic, simple, free and easy. Romance: not the romance of love in the narrow sense, but the romantic feelings in the broad sense, free and vast, absolutely different from the small favors of Tiffany and Cartier; Simplicity: not rural or shabby, but the kind of nature that is not pretentious It has an air of freedom and elegance that can control and dress up everything. It doesn’t need any tricks to please people. The DNA of the queen’s royal jeweler, which has been flowing in its blood for more than 200 years, makes it always confident. Full. Van Cleef & Arpels is too delicate and is for squeamish little princesses. Cartier is too strong and wears a feminist coat. Boucheron's character is uncertain and it seems that it changes its face very quickly.
Such brand character is the result of the successful shaping of the brand and the group based on its history.
The Chaumet brand name dates from 1885. However, according to the habits of the luxury goods industry, the emergence of a brand name is not necessarily the beginning of the brand's history.
Joseph Chaumet married Marie Morel, and his wife's family was a royal jeweler. Going back further, there were two similar transfers of craftsmanship, which can be traced back to 1780. The successive queens after the French Revolution were basically its big customers, the most famous of which was Josephine, the wife of Napoleon I, who ascended the throne in 1804.
Since then, Chaumet has become synonymous with the crowns of French queens.
In order to continue this history in products and enhance the royal connotation of the brand, Chaumet launched the Joséphine diamond jewelry series inspired by the Queen's Crown in 2010. This mid-to-high-end luxury jewelry series The jewelry collection reflects the brand’s character and personality. The Josephine diamond ring has become a very unique and distinctive design in the field of diamond rings.
Napoleon’s graphic symbol, the bee, has also been reinterpreted, named the Bee my love series, and combined with love. The abstract graphics of the honeycomb and the figurative image of bees became the design language.
The Chaumet high-end jewelry released in July every year is definitely the best in high-end jewelry in terms of creativity, craftsmanship and quality.
The Art Deco style works with simple designs and geometric lines remind people of its stunning appearance at the first Decorative Art Exhibition in Paris in 1925. It was the first to bring non-feminine abstract lines into jewelry. The design is in line with the masculine fashion trend led by Coco Chanel in that era.
Reply from "Watch Travel":
Let’s first talk about the current situation of Chaumet in the Chinese market compared with other jewelry brands:
1. Special stores and counters Not as many as the others. After all, I came in late and was relatively low-key.
2. There are not as many advertisements as others. It makes ordinary people’s understanding question: Is it really a big brand?
3. There are not so many big events. There shouldn't be many celebrities and media who frequently participate in Shangmei's activities, right?
4. The influence and brand status are gradually and "rapidly" rising. After learning about it, many people directly became fans and became Shangmei users.
So, Chaumet is not a huge brand, but among luxury jewelry brands, it is one of the best, and definitely in the top few. It is exquisite and luxurious, and adheres to the royal style. However, the overall sales volume may be worse than that of other well-known brands.
In terms of history, there is almost no brand that can compare with it. Founded in 1780, that was the 18th century. Several others that everyone is familiar with are from the 1830s and 1840s, or even later.
Regarding the royal bloodline that every brand flaunts. The only one who had a direct relationship with Napoleon was Shang Mei.
As for its status in France, you can know it by just going to Place Vend?me. You can also tell by chatting with French people.
. . . .
Besides, why are you asking about status? As long as you like it, just buy it. What's the point of doing so many boring surveys?
Advocate for beauty and achieve perfection. It's a very modern name, but its development history is in huge contrast with the fashionable name. Founded in 1780, it has a history of 240 years and is the oldest brand among global luxury brands.
Originated in the romantic capital of France, it has been known as the "blue-blood noble" Napoleon's royal jewelry and luxury watch brand. Therefore, many classic crowns, swords, and brooches are from Chaumet. So far, it has always maintained the style of aristocratic descent, low-key and restrained, and is called the only luxury brand of "low-key hidden luxury" in the industry.
It also has the reputation of France's "Emotional Jewelry Empire". It has a wedding series with diverse styles, rich meanings and full of emotions. Few luxury brands interpret love so delicately and softly. Every one of it There are endless emotional stories behind each item. This is the exclusive fingertip happiness token created by Chaumet specially for the crowning of love.
Chaumet is endorsed by various big-name celebrities such as Liu Yifei and Song Hye Kyo, and is the favorite of celebrity newlyweds. The jewelry Gao Yuanyuan wore during her wedding came from Chaumet. The romantic embroidery ball bracelet series is inspired by the Oriental style. Hydrangeas, a row of romantic flower vines are wrapped around the wrist, hoping that a love that can span a hundred years will linger in the heart forever. Jay Chou and Kun Ling crowned their love by spending tens of millions of dollars on the "Light of Water" platinum crown, with a total of 1296 diamonds, 48.91 carats, worth RMB8.330.000, and a necklace with 170 diamonds, a total of 33.96 carats. The value is RMB6.738.000. It can be seen that Chaumet Paris can also see a different legend in its low-key and restrained style.
In short, the styles and designs give us an overall visual feeling with soft lines, and each style contains restraint and low-key. It is not difficult to understand that Chaumet has become the most favorite luxury brand of Oriental women. In terms of personality and emotion They all reveal subtle beauty. In addition to their low-key and luxurious styles, they also have cultural heritage and classic love stories that are worthy of our review, so they are highly recommended.