While luxury watches are often associated with precision and performance, delicate jewellery pieces are rarely seen on athletes during competitions. However, the recent Paris Olympics broke this norm, with several competitors spotted wearing Van Cleef & Arpels’ iconic Alhambra bracelets. These pieces, featuring the brand’s signature four-leaf clover motif, were worn not only by female athletes like Ukrainian tennis player Marta Kostyuk and Cypriot high jumper Elena Kulichenko but also by male competitors such as Hong Kong badminton player Tang Chun-man and fencer Cheung Ka-long.
This was a notable moment for Van Cleef & Arpels, a brand that rarely engages brand ambassadors. “We’re very flattered and humbled,” said Julie Clody Medina, President of Van Cleef & Arpels Asia Pacific, during an interview with Prestige Singapore at the brand’s Marina Bay Sands boutique. “Seeing such a diverse group of athletes wearing Alhambra highlights the universal appeal of the four-leaf clover, which symbolizes luck. It’s also exciting to see more men finding pieces that resonate with them at Van Cleef & Arpels. Equally, I’m delighted when I see women wearing our creations on the streets or on public transport. It’s rewarding to see our pieces embraced by such a wide audience.”
Van Cleef & Arpels has a rich history spanning over a century, and its strategy is rooted in continuity rather than chasing trends. From timeless designs like the Zip necklace and mystery-set techniques to iconic motifs such as fairies and ballerinas, the maison remains a benchmark for exquisite high jewellery. “Our approach is anchored in staying true to who we are,” Clody Medina explained. “Since 1906, we’ve been crafting high jewellery with singular creativity and a unique narrative. We do things our way to maintain our competitiveness and authenticity.”
The Alhambra collection, with its timeless design and universal symbolism, continues to captivate a diverse audience, reflecting the maison’s commitment to craftsmanship and storytelling. For Van Cleef & Arpels, the goal is not to follow fleeting trends but to share its savoir-faire with the world, ensuring its creations resonate across generations and cultures.
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