Van Cleef & Arpels CEO Nicolas Bos on the brand’s ties to dance, and its strategy in the digital age

In May this year, jeweller Van Cleef & Arpels reinforced its ties to the dance world with a new Dance Reflections by Van Cleef & Arpels Festival, an initiative first launched in 2020. This year’s festival was presented in Hong Kong in collaboration with the French May Arts Festival, and featured a rich programme including traditional and contemporary dance performances, creative workshops and collaborative experiences with local dancers.

The brand has been actively supportive of the dance world since 1967, when Claude Arpels worked with choreographer George Balanchine on the ballet Jewels; and that same spirit carries on today in its president and CEO Nicolas Bos.