Boucheron has celebrated the latest Chinese New Year with a new campaign unveiled on Monday, starring Global Brand Ambassador Zhou Dongyu and actor Ethan Juan.
 
Like Chinese New Year, which embodies the duality of endings and beginnings, or reunions and fresh starts, the campaign video roams about with the protagonists through Chinese gardens, high speed trains, and chic hotels.

 
During this festive season, Boucheron accompanies the stars on their personal journeys – drawing strength from family gatherings or venturing out to explore new horizons. Entitled “Comings and Goings,” the campaign captures these moments of growth and emotional connection.
 
For this symbolic celebration, Boucheron brought together two renowned actors wearing Quatre creations: Global Ambassador Zhou Dongyu and Ethan Juan, intertwining two stories set in different times and places. Though centered  around Chinese New Year, whose opening day this year is on January 29, when folks will celebrate the Year of the Snake. A creature that sheds its skin, symbolizing the process of letting go of the old and embracing the new.

Zhou Dongyu, 32, has already appeared in some 50 films, including the much admired The Breaking Ice, which was selected for the Un Certain Regard section of Cannes Festival in 2023.
 
Ethan Juan, 42, is a Taiwanese movie actor, who notably played the lead role of Chen Kui-Lin in The Pig, The Snake and The Pigeon, a darkly brilliant tale about the world’s third most sought after fugitive who kills the two ahead of him, in order to be crime’s greatest villian.

 
Created in 2004, Quatre brings together four distinct motifs from Boucheron’s archives, the Double Godron, the Clou de Paris, the row of diamonds and the Grosgrain – while deeply rooted in the past, its bold and urban design speaks to the present, transcending time and gender. The still ads and videos feature pieces from the Quatre Classique and White Edition collections, offering different expressions of this powerful design, Boucheron noted in a release.
 
The most directional of all the great jewelry marques located around Paris’ Place Vendôme – the mecca of the luxury jewelry industry – Boucheron has been in business since 1858.
 
Its founder Frédéric Boucheron was a visionary designer and the first jeweler among his great contemporaries to open a boutique on Place Vendôme. The flagship of Boucheron – which has been owned by French luxury conglomerate Kering since 2000 – is located at the very north entrance to the beautiful square, epitomizing the finest in high jewelry and watchmaking to this day.
 
In 1921, Boucheron created a tiara that was given to the Queen Elizabeth, the Queen Mother, and later passed by her grandson King Charles to his wife Camilla.
 
Famed for creating sculpted masterpieces in the Art Nouveau era, and bold reinterpretation of classicism latterly, Boucheron today boasts over 90 boutiques worldwide.