For its 20th anniversary in the Middle East, Boucheron returns to the region with a gesture that feels both symbolic and deliberate: an exclusive pre-launch of new Serpent Bohème creations, unveiled ahead of their global debut in May 2026.

The Middle East has been integral to the Maison’s modern history since 2006, when Boucheron opened its first regional boutique at Mall of the Emirates. Two decades on, the relationship is marked not with spectacle, but with jewellery that reflects continuity, contrast, and cultural dialogue. Twelve new Serpent Bohème creations—rendered in gold and onyx—form the heart of this anniversary chapter, available from February 5 in select Middle East boutiques and at 26 Place Vendôme.

For Hélène Poulit-Duquesne, the anniversary is inseparable from the women who shape the region’s cultural and creative landscape. In her words, the new creations honour women who carry heritage forward while shaping a contemporary vision of leadership and self-expression—an ethos that has long defined Serpent Bohème itself.

Introduced in 1968, the collection has always played with duality. This season, that language is sharpened through material. Onyx enters Serpent Bohème for the first time, appearing across five core jewellery forms—necklace, ring, earrings, bracelet, and watch. Faceted and opaque, the stone introduces depth and gravity, shifting the collection’s emotional register.

Balancing this intensity are three ultra-luminous designs in which polished yellow gold replaces the stone at the heart of the motif. A pendant, earrings, and ring capture warmth and clarity, allowing form and surface to take precedence. Completing the chapter are four statement pieces imagined by Creative Director Claire Choisne, where onyx and polished gold coexist. An XXL bracelet and ring, alongside a pendant and brooch, explore scale, reflection, and contrast, offering flexibility in how they are worn—alone or layered.

The campaign imagery extends this dialogue. Set beneath a radiant moon, a woman emerges through shifting light and shadow, embodying contrast not as conflict, but as strength. It is a visual narrative that mirrors the collection’s core idea: heritage and modernity held in balance.

To mark the Middle East pre-launch, Boucheron hosted an intimate evening in Dubai on February 2, staged within a private residence conceived as a contemporary desert oasis. Architecture, filtered light, and natural volumes echoed the collection’s material language. The evening also featured a collaboration with Emirati artist and poet Aysha Hareb Al Dhaheri, whose bespoke poetic text and art installation translated themes of duality and reflection into words and form—grounding the celebration firmly within its regional context.

Twenty years in, Boucheron’s message is clear: this is not a milestone observed from afar, but one shaped in dialogue with the place it honours.