Chopard, known as the Artisan of Emotions since 1860, is a family-run watchmaking and jewelry company. Nurtured by boundless creativity, Chopard belongs to the Grand Luxury Maisons offering a complete collection of watches and jewelry crafted with emotions.
In 2025, Chopard unveils 12 new creations within its iconic L’Heure du Diamant collection, each blending haute horlogerie with refined jewelry aesthetics. Marrying the classical elegance of traditional watchmaking with a distinctly modern allure, the collection celebrates the beauty of diamonds through time. The name L’Heure du Diamant carries dual meanings—both “The Diamond Hour” and “Time for Diamonds”—a poetic expression of fleeting yet precious moments. From the freshness of morning to the mystery of night, the collection embodies emotion through time, honoring the strength, confidence, and radiance of today’s women.
To capture the emotional depth and refined craftsmanship of the collection in the Chinese market, Chopard collaborated with Labbrand to create a Chinese name: 钻时诗翩 (Zuan Shi Shi Pian).
The name evokes the image of radiant diamonds dancing gracefully through time. “钻时” speaks directly to the essence of the collection—diamonds and time—symbolizing lasting brilliance and treasured moments. The second part, “诗翩,” is both poetic and dynamic: its pronunciation recalls the word “诗篇” (poem), suggesting an ode to exquisite craftsmanship, while “翩” draws from the imagery of graceful dance. Together, the name suggests lightness, elegance, and poetic movement, reflecting not only the aesthetic of the watches but also the graceful confidence of modern women navigating life on their own terms.
With “钻时诗翩 (L’Heure du Diamant),” Labbrand once again demonstrates how language can elevate brand storytelling—creating a name that resonates deeply with Chinese consumers while preserving the essence of a globally admired collection.
About Labbrand
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
About Chopard
Founded in 1860 by Louis-Ulysse Chopard, Chopard is an internationally acclaimed Swiss luxury watch and jewellery brand. The brand was acquired by Mr. Karl Scheufele and his wife Ms. Karin Scheufele in 1963 and has since been operated as a family-owned company. Currently is helmed by their two successors Mr. Karl-Friedrich Scheufele and Ms. Caroline Scheufele, Co-President of Chopard. Passed on from generation to generation, it has ceaselessly perpetuated the heritage of artisanal skills and traditional crafts in fashioning exceptional and unique creations that naturally stir a sense of Emotion.
This Chopard Emotion is expressed through the prism of three central elements: craftsmanship, ensured by the work of passionate Artisans who are experts in their respective fields; abundant and generous creativity that enables each and every individual to find the precious objects most attuned to their own nature; and finally, ethics. Strongly involved in the strategic choices of the Maison, the Scheufele family believes that grand contemporary luxury must necessarily be ethical and responsible. The Maison Chopard stands out in the field of luxury watchmaking and jewellery through its authentic, human and profound approach. Accompanied by its contemporary creations, it celebrates a resolutely positive vision of the world and testifies to a perpetually renewed creative fearlessness, along with constant perfected watchmaking expertise and jewellery-making virtuoso acquired over successive generations.
Chopard’s deep roots in watchmaking and its consistent pursuit of craftsmanship have always impressed us. The brand’s high standards gave us a lot of inspiration during the naming process. With ‘钻时诗翩’, we wanted to reflect the beauty of time and diamonds in a simple, meaningful way. The name expresses Chopard’s admiration for feminine elegance, and we hope it resonates with women who see their watch not just as a timekeeper, but as something that reflects their personal style and story.
Associate Director, Verbal branding Strategy, Labbrand
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