Every Creation Begins with a "Story"

"With all our creations, not just watches, there is always a 'story' – a fantastical narrative connected to the piece. This is the greatest distinction between us and other jewelry or watch Maisons."

Hong KongStanding before the "Oiseaux Enchantés Extraordinaire Dials," new models featuring miniature feather art – a first for the Maison – Bianneyme began to discuss the Maison's approach to watchmaking.



"How can we express that story on jewelry and watches? That is what we constantly consider during production. We contemplate which materials and which savoir-faire (master craftsmanship) to employ to make the story more striking and moving."

The Finest Materials and Craftsmanship Serve the "Story"

The decision of what materials to use and what craftsmanship to employ involves not just conceptualization but also the practical examination of a wide variety of materials.

Some recent art watches highlight rare craftsmanship as the theme of their creation. However, at Van Cleef & Arpels, the story remains the protagonist, the main theme.

"Van Cleef & Arpels' creations always begin with a story. It is inevitable that this process takes time. Furthermore, even with a compelling story, if the final piece is not captivating or if its execution is not satisfactory, we will not release it. In fact, there are many pieces that have been shelved for these very reasons."

Feather Art Models Arrive After Meticulous Preparation

In this regard, the three pieces unveiled in Hong Kong – the first ever by the Maison to feature miniature feather art, each depicting a different bird – along with the unique "Lady Arpels Pont des Amoureux Foret Enchantée," are, by all accounts, confident creations that meet the Maison's exacting standards.

"Nature, and particularly birds – often called 'flying beauties' and symbols of good fortune – have been a cherished theme for Van Cleef & Arpels since its inception. These pieces, which recreate the elegant flutter of birds on the dial by meticulously cutting the barbs of real feathers, known as the 'plumassette,' to within microns and setting them against a backdrop of hard stone marquetry, truly express the Maison's uniqueness and exceptional taste. While other watchmaking Maisons may use bird feathers, we are confident that none achieve this level of delicacy and beauty."

The Key is to Be "Utterly Unique"

Van Cleef & Arpels strives for a distinctiveness that sets it apart from all other Maisons.

It is about translating fantastical narratives into jewelry and watches using the finest materials and masterful craftsmanship. Creating pieces that draw the wearer into the world of the story through their sheer beauty.

"What we at Van Cleef & Arpels value above all else is singularity. In other words, being 'utterly unique.' In Asia, including Hong Kong and Japan, people possess an energy for actively appreciating new things and value our singularity perhaps more than anywhere else. We are always deeply grateful for this."