We have had the Jackson 5, the Famous Five by Enid Blyton, and, of course, Chanel No. 5, so when an envelope arrived at the Robb Report Hong Kong office, with the number five written large and the emblematic Chanel logo on top, the fashion desk was abuzz.
Auspicious days and timely launches carry power, and on 5 May 2025, Chanel officially launched the new No. 5 Fine Jewellery collection, accompanied by the “Now and Forever” advertising campaign featuring French model and actress Lolia Bahia.
No. 5, an iconic symbol since 1921, draws inspiration from the legendary fragrance created by Gabrielle Chanel. However, we’re not drowning in the heady aroma of the “best-selling perfume in the world,” but a jewellery collection that represents a precious interpretation of the famed No. 5 fragrance in a glittering array of diamond-studded accessories.
The No. 5 range of jewellery is a singular icon intertwined symbiotically with Chanel, embodying a symbol of the Parisian house’s eternal style and the allure of the most famous fashion icon of the 20th century. The Eternal No. 5 Diamond line expands with new necklaces and bracelets in white gold, beige gold, and yellow gold, and also welcomes new yellow-gold variations of its various rings, bracelets, and earrings.
While this entire range might seem new to most, keen-eyed observers will have noticed that certain accessories arrived in Hong Kong last month under veiled secrecy. At the 43rd Hong Kong Film Awards on 27 April 2025, cinema fans witnessed a dazzling display of exquisite Chanel watches and fine jewellery adorning some of the brightest stars of the silver screen.
Some might say the evening served as a prelude to the unveiling of Chanel’s latest high-jewellery collections, as, among the attendees, Natalie Hsu (nominated for Best Actress for her compelling performance in Last Song for You) chose pieces including the No. 5 ring and drop necklace, both crafted in 18-carat white gold and set with brilliant diamonds. She also graced the occasion in a stunning blue-and-white dress—Look 19 from the Chanel Cruise 2024–2025 collection—featuring delicate poplin guipure lace embroidered with rhinestones. However, under the warm limelight, all that glittered were the Chanel accessories.
In fact, since the Academy Awards held in March this year, Chanel jewellery has been making waves among the celebrity circuit. Margaret Qualley, lead actress in The Substance, wore the Motif Russe necklace, Étoile Filante bracelet, Impression Florale earrings, Pluie de Comètes ring, and Ruban ring—all in 18-carat white gold with diamonds. Earlier in January, adding a touch of vibrancy to the maison’s offerings, the Coco Crush collection was introduced with two new designs featuring precious rubies. Coco Crush debuted in 2015 as a fabric-inspired motif, as seen on horse-blanket quilting and jackets worn by stable boys. With this latest collection, shades of red are introduced with rubies set in a C-shaped necklace pendant and at the centre of an “O” on a bracelet, spelling out “COCO” when worn together.
Just five months into the year, as Chanel sweeps the jewellery pages, this might be the year for its diamond- and ruby-studded accessories to make waves yet again. We’re already putting Post-its on pieces as the annual compilation of Best of the Best is in the works. Five is considered lucky in many cultures, and for Coco, it has paid off handsomely.
All images courtesy of Chanel.
