In the rush to appeal to Generation Z and broaden its appeal to an expanding Asian audience, Chopard has adopted South Korean girl group aespa to front a campaign launching this summer.
High end watch and jewellery makers are always looking to broaden their reach to a new generation of clients — Rolex with its emoji DayDate, Audemars Piguet with a Spiderman Concept watch spring to mind — but Chopard has gone even younger by signing aespa, an all-girl K-pop group.
The band, currently comprising Karina, Winter, Giselle, and Ningning and likened to a Korean Spice Girls, will front campaigns for Chopard’s Happy Sport, Happy Diamonds, Ice Cube, Alpine Eagle, Precious Lace and My Happy Hearts collections.
Not just a Korean girl band, the group has already broadened its international appeal with a set for ABC’s Good Morning America summer series of concerts.
They also have a conscience, having made a speech at the UN 2022 High-Level Forum on Sustainable Development.
Chopard says the girls can rock even the quirkiest of outfits, as seen in a campaign for Ice Cube jewellery and Alpine Eagle watches.
