It all began in 2004, with a ring. Four patterns from the Boucheron archives, all seemingly at odds with each other — Grosgrain, Double Godron, Clou de Paris and the Line of Diamonds — were brought together to form one singular esthetic. Drawing on the Maison’s heritage, the graphic, urban Quatre collection distils the essence of Boucheron into a contemporary signature that has become an icon, symbolizing strength and protection.
Quatre continues to assert the same enduring power after celebrating the milestone of its 20th anniversary. In a radical creative move, Claire Choisne has reinforced the original patterns with a polished gold tube, whose graphic purity imbues this icon with an even more architectural dimension. The inventiveness and clean lines and of Quatre Classique Tube pieces make them akin to sculptures, to be worn on the body.
THE CAMPAIGN
Boucheron is launching the new Quatre Classique Tube collection with a campaign called Into The Tube. It features Maison ambassadors Alexa Chung, Mila Al Zahrani, Han So-Hee and Xiao Zhan moving through a realm of architectural shapes inspired by the collection’s graphic lines. The campaign will be rolled out worldwide from May 5, 2025, across all the Maison’s communication channels.
