HK jewellery brand Coronet gets Guinness World Record Award

Aaron Shum Jewelry and its signature brand CORONET® will be housed in Hall 1 of Baselworld during 19-26 March 2015.

Amongst its five pavilions, Hall 1 hosts only the greatest names of the watch and jewellery industries. While it is the prestigious home of ultra-luxurious brands, until now the hall has been dominated by leading western brands. This year, CORONET® has been allocated a prominent location—in the same area which houses world-renowned luxury brands such as Graff, Dior, and Hermes—which will not be missed by 122,000 visitors and 3,600 journalists from 70 countries.

The Launch ceremony of the CORONET® Diamond Guitar and the most valuable guitar - as verified by a GUINNESS WORLD RECORDS adjudicator - was held at CORONET® stand (Hall 1.1 Stand A32) at 12noon on March 20, 2015. The event was jointly officiated by Aaron Shum, President of Aaron Shum Jewelry Group; Alex Wong, General Manager of Chow Tai Fook; Ms Eleonora Dal Pozzo, Entertainment Relations Professional of Gibson Brands and Designer Mark Lui.

To underscore its debut in Hall 1, Aaron Shum Jewelry Aaron Shum said “We are very delighted to team up with Chow Tai Fook as Diamond Partner to sponsor high quality diamonds, and Gibson Brands as Sponsor, to create a CORONET® Diamond Gibson Guitar, which is designed by Mark Lui, to attempt achieving GUINNESS WORLD RECORDS title.

Named “Eden of Coronet”, the masterpiece is a reflection of Mark’s artistic talent with the inspiration from the nature. Featuring the motifs of Coronet-flora and a variety of nature-inspired themes, the masterpiece is adorned with over 400 carat diamonds set in approximately 1.6 Kg of 18K 750 gold. The showpiece is estimated has been valued at USD$2 million.

Under the guidance and instruction of Peter Wu, a renowned master of arts and crafts, the Company team involved in producing the CORONET® diamond guitar consisted of sixty-two artisans, three product development specialists, and two project managers. From the concept development, market research, design, technical analysis, materials sourcing, mould making, casting, filing, stone setting, polishing and quality control, this magnificent art piece took a team of 68 people to produce, adding up to 700 man-days to complete the project. Being the first-ever CORONET® Diamond Gibson Guitar that uses an exceptional quantity of diamonds, the collaborating parties are delighted to achieve a GUINNESS WORLD RECORDS title for the most valuable guitar .

Being the exclusive distributor of CORONET®in Greater China, Chow Tai Fook has committed as Diamond Partner to sponsor high quality diamonds to create the magnificent piece of art.

After its launch at Baselworld, Chow Tai Fook will schedule a tour exhibition to display the CORONET® Diamond Gibson Guitar in major cities across Greater China. The customers will hence be offered a chance to appreciate the jewellery masterpiece in close distance. Moreover, Chow Tai Fook is planning to have further cooperation with CORONET® to exclusively design special collections based on the theme of the masterpiece. Surely it will bring its customers more surprise in the coming future.

According to Gibson Brands Chairman and CEO Henry Juszkiewicz, “We are pleased to work with CORONET® of Aaron Shum Jewelry and Mark Lui on this remarkable showpiece. This collaboration proves our commitment to excellence in design and the craftsmanship of this masterpiece.” For marketing collaboration, Gibson will use a variety of global marketing channels to promote the record breaking CORONET® Diamond Gibson Guitar in US, European, and Asian cities, while Aaron Shum Jewelry or Chow Tai Fook will do the same in China and the Middle East.