Boucheron Kicks Off 20th Anniversary of Quatre Line With Paris Pop-up, Anja Rubik Campaign

It’s party time for Boucheron, which is kicking off celebrations for the 20th anniversary of its Quatre jewelry collection during Paris Fashion Week.

The French jeweler on Tuesday will open a 2,500-square-foot space on Rue des Francs-Bourgeois entirely dedicated to the line launched in 2004.

Until March 17, visitors can discover Quatre’s origins and codes with archival material and try on physical or virtual pieces, and a nail bar with French beauty brand Manucurist offering free manicures. There will also be nail art kits on sale, with four lucky buyers winning a Quatre ring.

After Paris, the Quatre pop-up will travel to Seoul in June, Shanghai in July and Tokyo come October.

Offering such an experience matched the spirit of playful experimentation Boucheron intended with the initial Quatre ring.

“We observe that [clients] like to experiment, mix and stack the pieces,” chief executive officer Hélène Poulit-Dusquesne told WWD. “For Boucheron, Quatre embodies the adventure of being oneself.”

Imagined as a juxtaposition of four motifs drawn from the archive, the design was executed in contrasting materials to honor different facets of the Place Vendôme cornerstone’s history.

Layered together into the very first ring were double godroon raised bands; Clou de Paris-inspired faceted squares that echo the city’s cobblestones; pavé diamonds, a classic in jewelry craft, and a ribbed grosgrain motif nodding to Frédéric Boucheron’s draper father.

She attributed the line’s initial success and continued appeal to a unisex and contemporary design “infused with the past [but] directed towards the future,” that appealed to both men and women.

“Quatre embodies our conviction that jewelry and high jewelry are genderless,” said the executive. “The ring and the entire collection are appreciated by individuals who are seeking less classical pieces.”

The younger demographic drawn to the bold design “also appreciate Quatre as an engagement ring: a ring that makes sense,” Poulit-Duquesne continued.

Over the years Quatre has grown into a 144-design collection spanning rings, bracelets, necklaces, earrings as well as different widths, colored or gem-set versions.

Creative director Claire Choisne also gave a high jewelry reading to the motifs, most recently with the graphic Quatre Aluminium cuffs featuring resin, aluminum and round diamonds, part of her “More is More” collection.

Launching for the anniversary are designs magnifying and multiplying the salient features of Quatre. These include a collar necklace composed of around 50 Quatre rings, a XXL spool that can be taken apart into two cuff bangles and 10 bracelets.

There will also be a gem-set edition featuring yellow sapphires and spessartite garnets with yellow, white and rose gold as well as a seven-piece ribbon-inspired variations which will include a belt and a hair jewel.

While the house did not disclose what proportion the Quatre collection represents or how many it has sold, the executive said it was “globally recognized across Boucheron’s strategic markets.”