In 1893, Frédéric Boucheron was the first of the great contemporary jewelers to open a boutique on Place Vendôme. Building on this heritage, Boucheron continues to explore new territories. Above genders. Both feminine and masculine. Genuine and radical. Innovative and inspiring. This campaign reflects the image of a Maison that, since it was established in 1858, has stretched the limits of High Jewelry by offering pieces to wear, released from the safe. Pieces to be felt by the skin and the mind. Those we choose to be empowered with, to show our true selves, to stand out. Between style and innovation, heritage and avant-garde, discover Icons as Boucheron goes XXL.

quatre collection

style and innovation

In 2004, it all began with a ring. Quatre draws on the Maison's signature motifs to capture the essence of what would become Boucheron's contemporary signature. In the Icons campaign, discover the four motifs of the collection revisited in an XXL size.

"For this campaign, I imagined oversized versions of our icons while remaining true to their original character. I feel that Boucheron presents a cutting-edge, lively, authentic vision of jewelry and High Jewelry with these pieces, and that’s how I’ve always imagined Boucheron to be."

Claire Choisne, Creative Director.

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"While remaining true to our history, this new campaign – stylish and assertive – marks a shift for the House. Our distinctiveness is expressed through the XXL concept, showcasing both our designs and our ambassadors, as well as the unprecedented presence of a man. Ludwig Wilsdorff’s intense personality makes him the perfect embodiment of Boucheron masculinity. And Anja Rubik tells a story that is utterly consistent with the House, with cutting-edge energy."

Hélène Poulit-Duquesne, CEO of Boucheron

boucheron masculinity

Ludwig Wilsdorff's radiant personality boldly displays, for the first time, Boucheron masculinity. He is the perfect embodiment of the Quatre collection. It is designed for people who, like him, choose to lead rather than order, to inspire rather than demand, and to protect rather than challenge. The Quatre icon expresses this contemporary strength, in the service of the other. 

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high jewelry

heritage and avant-garde

The iconic Point d'Interrogation necklace for the High Jewelry embodies the savoir-faire of the workshops at 26, place Vendôme.

This avant-garde creation, designed in 1879, is also paying tribute to another historic Boucheron icon in this campaign: the Countess of Castiglione.

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serpent bohème

simple and radical

In the new Icons campaign, Boucheron femininity is portrayed by Polish model Anja Rubik, chosen for her pure beauty and natural sophistication. She is the embodiment of the Serpent Bohème collection, designed in 1968. Even though the motif has changed over time, its free spirit has remained the same.

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vendôme liseré solitaire

heritage and avant-garde

The octagonal shape of the Vendôme Liseré solitaire is inspired by the famous Place Vendôme. This is an emblematic location for the Maison, because Frédéric Boucheron was the first of the great contemporary jewelers to open a boutique there in 1893. The Icons campaign reaffirms this status as the leading jeweler of Place Vendôme.

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