The partnership between the Chopard Company and the Cannes Film Festival started in 1997. It was initiated by the meeting between Caroline Gruosi-Scheufele, Chopard Co-President, and Pierre Viot, President of the festival. By Viot's request, Mrs. Gruosi-Scheufele with the team of Chopard master craftsmen redesigned the Golden palm award. The Palme d'Or redesigned by Chopard was unveiled on May 24, 1998.
The partnership between Chopard and the Cannes Film Festival continued with Chopard's introduction of a new award to promote creativity in films. Since 2001, the Chopard Trophy has been awarded to two young actors as Male and Female Revelation of the Year.
During the festivals, for every red carpet, the Chopard Company dresses celebrities in its jewelry pieces and watches. The company employs a staff of over 100 people who work with the stars at a suite of offices at the Carleton Hotel. Chopard is credited in all the magazines covering the event.
To mark the 60th Anniversary of the festival, for the Cannes Film Festival 2007 opening ceremony the Chopard Company developed the Red Carpet Collection in cooperation with Valentino. Caroline Scheufele created 60 high jewellery pieces inspired by the celebrities at Cannes, while Valentino designed ten gowns to complement ten of the company's jewels.
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