More starring roles for Chopard jewels this weekend at the Cannes Film Festival. Penelope Cruz, Uma Thurman, Jane Fonda and Astride Bergès-Frisbey were some of the stars at the launch of Pirates of the Caribbean: On Stranger Tides and later that day it was the Trophée Chopard awards.
A new day, a new frock and a fresh set of jewels for the stars at Cannes. And Chopard, the Swiss watch and jewellery house, is on hand to provide the stars with the perfect jewel for that dress, or for the men, like Jude Law, a watch. For two weeks, while block buster film deals are negotiated behind closed doors, outside, Cannes becomes a honey-pot for some 300 photographers, 1000 journalists and 269 TV teams poised to beam around the world images of the stars, and most crucially: what they are wearing.
The culminating media moment of each day is the walk up the red carpet, or the 'montée des marches' as it is known locally, in to the Palais des Festivals for the evening's screening. Doors close at 7:30 prompt, even for the celebrities, for whom the short limousine drive down La Croisette, thick with paparazzi, TV crews and ogglers, can take up to half an hour. As the divas emerge unruffled from the air conditioned cars in their wake is a buzz of activity and behind-the-scenes workers.
Saturday 14 May, was a key day for Chopard. Penelope Cruzwore Chopard jewels to the premiere of 'Pirates of the Caribbean: On Stranger Tides' as did Uma Thurman, Jane Fonda, and Cruz's young co-star Astride Bergès-Frisbey. The same evening, Chopard, who are official sponsors of the Festival, celebrated the 10th anniversary of the Trophée Chopard that is awarded to young, promising talent. Robert de Niro, patron of the awards, handed over the golden trophy to Astride Bergès-Frisbey for her role in 'Pirates of the Caribbean: On Stranger Tides" and Niels Schnieder for "Heartbeat".
The morning after, the 'Chopard Lounge' on the roof terrace of the Martinez Hotel, is a cool haven of white sofas under canvas sun umbrellas with a view over the bay of Cannes. Ice glistens in silver champagne buckets and gloved waiters attend to the clients who come to buy jewels. Celebrities pop by to chose what to wear that evening while photoshoots get underway, with yachts in the bay as a back drop. Getting the jewels out of the dark safe and on to the stars for their high profile red carpet moment is the name of the game. And so the serene roof top terrace becomes the springboard to the red carpet. Crunch time comes at around 5pm when all the stars are getting ready for the night and the tempo chez Chopard rises.