Cover Graff's new festive campaign, I Wish, channels the spirit and splendour of winter, unveiling treasures of exceptional rarity and captivating brilliance
Graff's new festive campaign, I Wish, channels the spirit and splendour of winter, unveiling treasures of exceptional rarity and captivating brilliance
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Graff’s latest holiday campaign is an exquisite homage to the enchantment of winter, presenting a collection where nature's beauty is translated into bold, contemporary treasures defined by the world’s most spectacular diamonds and rare gemstones
There is something profoundly captivating about the winter season, which is one of nature’s most magnificent yet austere creations. Beyond the crisp air and the quiet stillness, winter is a universal symbol of purity and breathtaking elegance. This poetic significance makes it a fitting muse for Graff, a house renowned not just for possessing some of the world’s most spectacular diamonds but also for its mastery of light and movement in high jewellery.
Graff's new festive campaign, I Wish, channels the spirit and splendour of winter, unveiling treasures of exceptional rarity and captivating brilliance. The collection showcases Graff high jewellery at its most dynamic, with bold creations adorned with the rarest diamonds and gemstones that seem to mirror the seasonal landscape: white diamonds that glisten and shine like the first, pure snowfall; vibrant, golden yellow diamonds that radiate warmth against the chill; and mesmerising green emeralds that whisper of evergreen forests standing resplendent in the frost.
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Above Chains, but make it haute joaillerie with the Graff Multi shape diamond and emerald baguette necklace and earrings
Chains, but make it haute joaillerie with the Graff Multi shape diamond and emerald baguette necklace and earrings
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“The jewellery creations chosen for the 2025 I Wish campaign truly reflect the spirit of Graff: bold, hypnotic, and radiant,” says Graff CEO François Graff. “This festive season, whether you choose to give the gift of Graff or to celebrate adorned in our unique high jewellery, classic diamond designs, or coveted fine jewellery collections, every piece is crafted with the unrivalled expertise, passion and devotion that have defined the house of Graff for 65 years.”
One breathtaking high jewellery suite in the campaign highlights a modern chain motif and showcases over 136 carats of Graff diamonds. Within this, a striking structural necklace features 90 carats of diamonds, where flowing curves of diamond strands are embellished with serene lines of custom-cut baguette emeralds. Between these main strands, rows of flawlessly graduated pear-shape diamonds create a mesmerising sense of rhythm and depth, a stunning example of the Graff Multi shape diamond and emerald baguette necklace and earrings.
Above Make a statement with the Graff 8.81- and 8.60-carat fancy yellow cushion cut and white round diamond earrings
Above Another showstopper: Graff Tribal Collection multi shape diamond necklace and earrings
Make a statement with the Graff 8.81- and 8.60-carat fancy yellow cushion cut and white round diamond earrings
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Another magnificent suite featuring the Graff Tribal Collection multi shape diamond necklace and earrings evokes the luminosity of shooting stars blazing across a night sky. Here, the finest Graff diamonds—a combination of round brilliant and custom-cut baguettes—are artfully arranged to form abstract bursts that define the suite, showcasing an avant-garde approach to natural phenomena.
Graff’s command over extraordinary stones is further demonstrated through the campaign’s magnificent yellow diamond earrings. A unique pair embodies a fusion of avant-garde design and high jewellery savoir-faire: a shimmering surface of snow-set round pavé diamonds is dramatically contrasted by 8.81- and 8.60-carat fancy yellow cushion cut diamonds, creating a dazzling divergence of colour and light. The campaign’s striking solitaire rings feature exceptional, hand-selected Graff stones, including an incomparable 16-carat fancy vivid yellow oval diamond, a 15-carat D Flawless emerald-cut diamond, and a magnificent 17-carat Colombian emerald.
Above The Graff Butterfly Silhouette Collection diamond pendant is elegant and understated
Above Go big or go home with this holy trinity: the Graff Pavé Butterfly Collection marquise and pear shape diamond necklace, earrings, and ring
The Graff Butterfly Silhouette Collection diamond pendant is elegant and understated
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While the high jewellery captivates with its complexity and scale, Graff’s fine jewellery collections offer versatile and instantly recognisable designs that celebrate the house’s core motifs. Some of the most beloved include the signature butterfly, a timeless symbol of transformation and freedom explored in pieces that are delicate yet bold. The Pavé Butterfly Collection features marquise and pear-shape diamonds arranged in a realistic flutter, while the Butterfly Silhouette Collection offers a more graphic, minimalist interpretation with diamond-set pendants that trace the creature's shape in negative space.
In the Tilda’s Bow Collection, each creation translates the effortless elegance and movement of a ribbon into precious metal. Think flowing, feminine designs, such as oval and round diamond necklaces and earrings, that capture the graceful dynamic of a perfectly tied silk bow.
Above Who doesn't love dainty and delicate earrings? This pair of Graff Tilda’s Bow Collection Oval and round diamond earrings is just that
Above Sleek, sharp, and sophisticated—that's the Graff Tilda’s Bow Collection Oval and round diamond necklace for you
Who doesn't love dainty and delicate earrings? This pair of Graff Tilda’s Bow Collection Oval and round diamond earrings is just that
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For something more understated yet bold, the Laurence Graff Signature Collection honours the founder’s personal philosophy, defined by the multi-faceted brilliance of the diamond itself. The pieces, including sculpted diamond bangles and rings, feature a geometry characterised by sharp angles and sculptural volumes, ensuring a modern and highly distinctive aesthetic.
Defined by its elegant repetition, the Icon Collection focuses on the essential beauty of the diamond cut. Pieces like the Icon 8 necklaces showcase a masterful arrangement of diamond elements in an iconic pattern, offering a timeless aesthetic that is undeniably Graff.
Not only does the I Wish campaign celebrate the magic of the festive season, it also as shows that every piece from Graff, regardless of scale, is a treasure of exceptional quality that carries the spirit of unwavering expertise that has defined the house for over six decades.
Graff unveils its stunning Laurence Graff Signature collection diamond bangles and rings
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Credits
Images: Graff
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Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
