Since the 1860s, the arrow has been synonymous with Boucheron. Acting as a symbol of both love and power, it has been an ever-present motif throughout the brand’s storied history. Now, bringing it with the Maison into the future, creative director Claire Choisne has reimagined the arrow with the launch of eight original creations as part of the new Flèche collection.

The new designs are striking in their purity. Fluid, monochrome, and entirely set with diamonds, each piece has been delicately crafted to capture the arrow’s tension. The collection also includes two brooches, which revisit archival inspirations, alongside two rings – a single-finger diamond band and a dramatic three-finger creation. Completing the collection are a supple bracelet and necklace, a pendant, and hoop earrings, each designed to embrace the body’s natural curves. 

As always, the Maison’s savoir-faire lies at the heart of the collection. Boucheron’s artisans have rendered the arrow with sculptural precision, from the meticulous setting of baguette and round diamonds to the fluid engineering of claspless jewels. 

To accompany the launch, Boucheron has created a campaign choreographed around the movements of an archer. A visual ode to movement, it celebrates both the pursuit of a physical target and the fearless intention to stand in your strength.