An emblem woven into Boucheron’s design vocabulary since the 1860s, the arrow has symbolised love, strength, and destiny in many guises across the Maison’s history. Under the creative direction of Claire Choisne, the motif now takes on a modern, minimalist form that celebrates precision and self-expression.
The Flèche collection strips jewellery back to its essence—sleek, monochrome, and diamond-studded. On these pieces, white gold appears in delicate curves while set diamonds trace a sparkling trail. Expressions of meticulous sculptural work, the monochrome designs capture the tension of a shot, transforming a simple line into a representation of modernity. The goal was to preserve the purity of its lines while experimenting with new ways to wear them. True to Boucheron’s vision, the arrow wraps around a finger or wrist, hugs the neck in a fluid movement, or rests close to the heart as a brooch—always determined to hit its target.
Rings sweep across one or several fingers, necklaces and bracelets sit fluidly against the skin, and brooches, ranging from subtle to oversized, assert individuality. Each design mirrors the qualities of an arrow in flight: bold, exact, and graceful.
“Flèche is about determination and intention rather than adornment,” the Maison said in a statement. The campaign draws inspiration from the movements of an archer, evoking clarity and focus without a bow or target. Here, the arrow is not a weapon but a metaphor for moving forward with confidence.
Boucheron has long embraced the arrow as a creative symbol, reinventing it across eras—from heart-piercing motifs and Orientalist flourishes to Art Deco geometry. With Flèche, Choisne continues this legacy, reimagining the design for a fearless generation seeking elegance with purpose.
The new collection is available across Boucheron’s global boutiques and will be showcased as part of the Maison’s autumn campaign.