Most of the rituals associated with St. Valentine's Day have now vanished. The identity of this feast day is somewhat hazy and historians cannot agree on its origins. In all, seven Christian saints named Valentine are commemorated on February 14th! To determine which of them is behind this celebration is a real puzzle. Most historians think that in ancient Rome, St. Valentine's Day was associated with the annual feast days held on February 15th to herald the arrival of spring. On this occasion, a kind of love lottery was organized: the names of boys and girls were drawn at random to form couples who were to be sweethearts for the rest of the year. In 495 AD, the Church was able to have this custom abolished. In France and in England, St. Valentine's Day has been traditionally celebrated since Medieval times. Saint Valentine has thus become the patron saint of couples. Even in our modern times, it remains an occasion when those in love are expected to give a romantic card and flowers to the person of their choice.

(Valentine history courtesy of Swatch)

Blancpain's “Pastel Joaillerie” collection to be launched on St. Valentine's Day 2001

With the dawn of the first St. Valentine's day of the new millennium, the prestige branches of jewellery and watchmaking join forces: Blancpain presents its Pastel range. Three veritable jewel watches which combine form, function and colour to appeal to ladies who appreciate the latest watchmaking technology in their jewellery.
The first model in the collection is a masterpiece of horological miniaturisation, jealously guarding the smallest self-winding watch movement in the world: the calibre 0615, which is a mere 15.3mm in diameter and 3.7mm in thickness.
The second is a gem with a mechanical movement - of more generous proportions - equipped with the calibre 951, offering a version with date window at 6 o'clock.
And for aficionados of new complications, the flyback chronograph is equipped with the calibre F185, with a diameter of 25.6mm and a thickness of 5.4mm.
Genuine technical prowess that is wonderfully encapsulated by an elegantly feminine design. A tribute to the Blancpain master watchmakers' empathy with feminine values.
Born of the same affection for a woman, the three models all have a common theme: their pastel colour, which reflects the softest of emotions and the delicate seductive power that only a woman possesses. The dial, with its lined motif and stamped back, matches the colour of the satin bracelet: light grey, tea rose, cream.... And to further enhance the charm of the lady wearing it, the bezel is studded with diamonds.
Available in 18-carat white or rose gold, the Pastel Joaillerie watches by Blancpain are prestige watchmaking's passionate statement on feminine beauty.

New dimensions for love messages

For the holiday season, Bucherer offered a new approach to further express the symbolic meaning of diamonds aided by the high-tech precision of laser. The new Bucherer `Whispering Diamond' provides the possibility to laser engrave a special message as eternal as the diamond itself. The `Whispering Diamond' is presented in a specially designed box that includes a small magnifying glass and enlarged photograph of the engraved message. For the launch of the `Whispering Diamond', Bucherer organized extensive coverage in the local Swiss press along with documentation in all its stores. This follows the unique establishment of the Diamond Center at Bucherer's Geneva store that was inaugurated in December, 1997. Innovation and technical precision have long been the hallmark of Bucherer, which is the largest retailing chain for jewelry and watches in Switzerland. Founded in Lucerne, Switzerland in 1888, the company today has eighteen stores, 1,000 employees and includes 200 agents present in 48 countries. In Geneva alone, the stores offer the service of 18 spoken languages along with a staff of 70, providing an incomparable customer service for its diverse international clientele.
JÖrg G. Bucherer is the third generation to head the family business and has long been active in establishing Bucherer's watch brand in addition to the extensive choice of prestige watch brands already available in its stores. At present, Bucherer manufacturers over 100,000 watches a year along with an in-house jewelry production. The group's annual turnover well exceeds 400 million Swiss francs.
In addition to the three salesrooms already well established in Vienna, the Bucherer Group recently opened a store on the prestigious KurfÜrstendamm street in Berlin.
The well-orchestrated launch of diamonds that whisper sentimental messages as discreet love letters, offers a new promotional approach to capture the imagination of clients and further provide that `extra touch' to meet the desires of a very demanding clientele.

Mary Genoud
Cartier's hearts

For Valentine's day Cartier presents the timeless heart pattern set in different pendents. Left, a pink sapphire cut in the shape of a heart is enhanced by a simple chain, to which it is attached by three claws. Right, two hearts entwined, slightly tilted, to be worn on a chain or a ribbon.

A Tribute to Love

February 14th is a magical date: the day when lovers around the world declare their love for their beloved... To celebrate St. Valentine's Day, Chopard has created a new collection: a line of “Black and White” heart-shaped jewellery.
There are few symbols so intimately associated with love. Offering a heart is a genuine token of love. A truly universal symbol, it is suited to various moments in a woman's life.
Chopard's collection, in perfect tune with current trends, is made up of a series of rings, pendants and earrings set with natural black and white diamonds. The combination of these two precious stones appeals to women in search of jewellery that is both modern and timeless. A tribute to love, this collection dazzles, intrigues and surprises. The resistance of white diamonds stands for the strength of love, while the mystery of black diamonds embodies magic and the unexplainable.

Valentine's Day in black and red

The jeweller De Grisogono, famous for its original designs in black diamonds, celebrates Valentine's Day in black and red.
Red, with an exceptional ring, unique piece, set with a marquise-cut Burmese ruby of more than 9 carats. A ribbon of black diamonds delicately wounds around the ruby like a caress.
The heart theme, with 2 rings in white gold hiding 3 small hearts mounted on springs, like a tiny heart beat. White diamonds, black diamonds, and ruby hearts: the de GRISOGONO sophistication.
Lastly, an extraordinary pendant, unique piece, and reversible: on one side, a heart-cut black diamond of more than 21 carats, on the other side, 3 intertwined hearts set with rubies. Both sides are enshrined in a white gold heart set with more than 16 carats of white diamonds.

Coup de Coeur

Mauboussin features Coup de Coeur fine jewellery watches from the Lady M. collection. Dial with a mother of pearl heart.

An Array of Hearts

One of the world's most prestigious jewelers, Mouawad has created a breathtaking collection of hearts that will certainly appeal to the most discerning of clients. Launched at a high profile cocktail in London on January 31st, this collection ranges in price from an acces-sible £875 for a platinum and diamond heart-shaped pendant to a spectacular heart-shaped rivière diamond necklace retailing for £1,975,000. The London store also boasts an elegant VIP lounge on its second floor to pamper clients with special attention and of course to ensure discretion. The heart-shaped jewels and Valentine Day's theme will also be featured at other House of Mouawad stores and showrooms throughout the world.

Piaget's new Heart Jewels

Left to right, first row:
18k yellow gold ring, large model; 18k white gold pendant heart paved with 6 diamonds; 18k yellow gold bracelet, large model;
Left to right, second row:
18k white gold ring, diamond-pavÉ, 43 diamonds (1.2 CT), small model; 18k yellow gold earrings. small model: 18k white gold ring, heart paved with 9 diamonds, small model

Windows of Love

It is time for love and St. Valentine's Day is here once more, with its share of good intentions, its parade of flowers, jewellery, gifts of all kinds and poems. Move off the beaten track and flirt with romanticism by wearing this love potion watch designed by Swiss artist Albin Christen. He allows us to share in his vision of the House of Love: a blue house with small windows that open thanks to tiny plastic films that may be removed or replaced at will. Opening the windows unveils various occupants of the house. This plastic watch is accompanied by a shower curtain based on the same theme. In this way, not only will the object of your affections think of you each time he or she glances at this wrist-worn token of love, but also when taking a shower.

Swatch's Amour Total Watch

A Ring Whimsical and Original

Swatch also creates a ring for St Valentine's day. It is whimsical and original, ornamented with seven little red hearts set atop extended spring coils. In stainless steel, it is available in two sizes.

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