Press Release


20 Mar 2015

                               GUINNESS WORLD RECORDS™ to present certificate to the most valuable guitar                               USD$2 million CORONET® Diamond Gibson Guitar marks the Entry of CORONET® in Baselworld Hall 1 

  • The first Hong Kong and the second Asian jewelry brand to be housed in the Prestigious Hall 1 since MIKIMOTO in 1996
  • Chow Tai Fook commits as Diamond Partner to sponsor high quality diamonds to create the CORONET® diamond guitar
  • Premier collaboration with Gibson Brands on a fine jewelry guitar
  • Teams up with designer Mark Lui to achieve a GUINNESS WORLD RECORDS title for most valuable guitar

CORONET® Makes History in the Legendary Baselworld Hall 1

Aaron Shum Jewelry and its signature brand CORONET® will be housed in Hall 1 of Baselworld during 19-26 March 2015. As the world’s largest international trade fair for watches and jewelry, Baselworld is considered the World Watch and Jewelry Show, comparable to the Grammys or Oscars for Hollywood.

Amongst its five pavilions, Hall 1 hosts only the greatest names of the watch and jewelry 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.

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 Mr. Mark Lui, to attempt achieving GUINNESS WORLD RECORDS title.

“Eden of CORONET® “ Designed by Mr Mark Lui

Being a multi-talented designer and renowned song-writer, Mark’s talents and accomplishments has crossed all musical boundaries and extended to jewelry design. With intrinsic passion for both music and jewelry, Mark initiated the idea of producing a Coronet-themed Diamond Gibson Guitar.

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 1.6kg of 18k 750gold. The showpiece is estimated has been valued at USD$2 million.

Under the guidance and instruction of Mr 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

Chow Tai Fook Signed Up as the Diamond Partner

Chow Tai Fook Jewelry Group Limited (“Chow Tai Fook”) is one of the world’s leading jeweller and the largest in terms of sales. The Group has an extensive retail network comprising around 2,250 Chow Tai Fook and Hearts On Fire points of sale in Greater China and other countries. 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 jewelry 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.

Gibson Global Brands

Gibson Brands is the fastest-growing company in the music equipment and lifestyle products industry; Gibson strives for continuous innovation in product design and technology. The collaboration of Gibson with CORONET® (a renowned international jewelry product brand) and Mark Lui (most successful composer in Hong Kong Chinese pop music and a talented designer) on this ground breaking project has proven the company’s dedication to excellence in the music and lifestyle industries.

According to Gibson Brands Chairman and CEO Henry Juszkiewicz, “We are pleased to work with CORONET® of Aaron Shum Jewelry and Mr. 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.

The Launch Ceremony of the CORONET® Diamond Gibson Guitar

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 20 March 2015. The event was jointly officiated by Mr Aaron Shum, President of Aaron Shum Jewelry Group; Mr Alex Wong, General Manager of Chow Tai Fook; Ms Eleonora Dal Pozzo, Entertainment Relations Professional of Gibson Brands and Designer Mr. Mark Lui.

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