LABYRINTH CASE STUDY

Chopard

How do you launch a luxury product on social media without diluting brand perception?

Platform
Industry
Fashion
Campaign Name
Chopard Eyewear Launch
Back to Portfolio

Chopard

How do you launch a luxury product on social media without diluting brand perception?

Chopard introduced its eyewear collection in Singapore as an extension of the brand’s craftsmanship and design language into a new product category. While eyewear expanded the brand’s presence through everyday wearability and wider points of contact, the challenge lay in ensuring the launch upheld Chopard’s refined social media communication guidelines. The campaign treated the launch as a carefully orchestrated brand moment, curating creators who could embody the brand’s aesthetic and values while centralising content production to maintain visual consistency. Through a coordinated, simultaneous release across creators, the collection was introduced with coherence, quality, and restraint rather than volume or noise.
Campaign Name
Chopard Eyewear Launch
Platform
Industry
Fashion

Numbers.

Item Showcase
> 0
Proud Audience
0 +
Conversion
0 %

The Challenge.

Luxury brands operate within tightly defined visual and tonal standards, where perception is shaped as much by consistency as by creativity. On social media, however, these standards are often challenged by decentralised content creation and the variability that comes with creator-led execution. For Chopard, this tension was heightened by the launch of its eyewear collection. Introducing a new product category required visibility, but visibility on social media often comes at the cost of uniformity. Allowing creators to produce content independently risked fragmented aesthetics, uneven quality, and misalignment with the brand’s refined social media communication guidelines. At the same time, launch moments demand impact. Inconsistent backdrops, uneven styling, or fragmented timing could dilute attention and weaken the sense of occasion critical to a luxury debut.
The launch demanded a level of execution that could deliver impact on social media while preserving the consistency, restraint, and coherence expected of a luxury brand., ensuring creative expression did not come at the expense of brand consistency or perception.

The Solution.

The launch strategy treated social media not as a collection of individual creator outputs, but as a single, orchestrated brand moment. Content was centrally produced in-house to ensure full control over visual quality, styling, and backdrop, preserving Chopard’s refined social media communication guidelines across all assets. Creators were carefully curated for their ability to represent the brand with credibility and alignment, focusing on aesthetic fit and tone rather than reach alone. While creators appeared in the content, execution remained tightly controlled within a consistent visual and stylistic framework. To maximise impact without sacrificing coherence, all creators went live simultaneously. This created a concentrated moment of visibility on social media, delivering attention while maintaining uniformity and a clear sense of occasion appropriate for a luxury launch.
The solution treated the launch as a singular brand moment, combining curated creators, centralised production, and coordinated release to maintain consistency and control at scale.

The Outcome.

The launch established a cohesive and premium presence for Chopard Eyewear on social media, ensuring the collection was introduced with clarity and visual consistency. The coordinated release reinforced the sense of occasion expected of a luxury brand, allowing the eyewear debut to register as a deliberate brand moment rather than a fragmented campaign. By maintaining control over execution while leveraging creator credibility, the campaign demonstrated that social media could support luxury launches without compromising brand standards.
Overall, the launch balanced visibility with restraint, extending Chopard’s brand expression into a new category while preserving the integrity of its social media communication.

Like what you have seen?

Book a free 30 min strategy call and we’ll show you how to turn followers into customers.

Talk To Us