Swiss jeweler Chopard is taking a significant step: the brand will debut its Ice Cube collection at New York Fashion Week for the first time.

Previously, Chopard’s new lines were traditionally premiered in Cannes, where the brand has been an integral part of festival glamour. This time, New York was chosen strategically: the brand aims to reach a new audience — a younger generation of clients, especially in Asia, where demand for contemporary “accessible luxury” continues to grow.

The Ice Cube collection combines minimalism and modern geometry, making the pieces particularly appealing to buyers who value clean, contemporary style.

Experts note that this move reflects Chopard’s strategy to refresh its image: shifting from a classic reputation to a more dynamic, modern positioning in the fashion industry.