For more than 25 years, Chopard has maintained a long-standing partnership with the Cannes International Film Festival, continually raising the bar on its brand engagement efforts with increasing investments. While the Swiss luxury jeweller consistently outfits prominent attendees in its exquisite pieces, in recent years, it has also capitalised on the festival’s 10-day red carpet spectacle as a prime opportunity to debut both its latest jewellery collections and couture innovations.
But what is it about red carpet events that makes them such valuable publicity stages for jewellery and luxury brands? And do these extravagant showcases truly yield a substantial return on investment? Find out in our special report for Solitaire International.
