Gracing the House of Graff for 50 Years

An Iconic endlessly evolving silhouette of the Butterfly has  graced the House of Graff since 1975. In a collection of elegant  pared-back diamond pendants – through to the diamond brooch depicting the ethereal creature in the moment it lands, a fleeting moment captured for eternity in diamonds.

2025 marks the 50th anniversary of the Graff Butterfly an iconic endlessly evolving silhouette synonymous with the House of Graff.

Since the very first iteration of Graff’s Butterfly in 1975 in a collection of elegant, pared-back diamond pendants through to the diamond brooch depicting the ethereal creature in the moment it lands, resting atop the 2013 recreation of the iconic ‘hair and jewel’.

To a joyful reminder of the precious nature of time in myriad Butterfly watch designs, this remarkable motif has continued to metamorphose, with every Butterfly designed and crafted in such a way that their wings are held aloft in mid-flight, a fleeting moment from the natural world, captured for eternity in diamonds. Today, the Graff Butterfly is universally recognised as a symbol of transformation, empowerment, freedom and beauty inspiring a new generation of jewellery connoisseurs and collectors.

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The Timeline of the Butterfly

1975

One of the very first Graff Butterfly designs is created—a simple yet elegant diamond and yellow gold necklace, marking the beginning of an enduring legacy.

1981

Graff’s unmistakable artistry takes center stage in a striking advertising campaign, featuring a Butterfly high jewellery necklace and brooch.

2006

The Graff Green Lady campaign debuts, showcasing a breathtaking Butterfly high jewellery piece, cementing its status as an icon of elegance.

2012

Inspired by the perfect symmetry of nature, Graff unveils a delicate diamond Butterfly ring, exquisitely set with marquise, round, and pear-shaped diamonds—an embodiment of balance and grace.

2013

A year of transformation:

The first Graff Butterfly watch is unveiled in a bold advertising campaign, blending haute horology with high jewellery.

A magnificent high jewellery Butterfly brooch is showcased in the legendary Hair & Jewel Coiffure image, reaffirming Graff’s mastery of diamonds.

2016

The Butterfly Princess secret watch is first unveiled at Baselworld, with its delicate gouache design capturing the intricate beauty of nature’s most enchanting creature.

2025

Graff celebrates 50 years of the Butterfly, unveiling extraordinary new high jewellery creations that continue to push the boundaries of artistry, innovation, and craftsmanship.

From a delicate diamond pendant to a timepiece that captures the fleeting nature of beauty, the Graff Butterfly has soared through five decades, inspiring a new generation of collectors and connoisseurs. With every transformation, it remains a symbol of elegance, eternally preserved in diamonds.

The House of Graff

Making Of

At first glance, the butterflies appear to be arranged at random; however, their placement was meticulously considered by Graff’s designdirector, Anne-Eva Geffroy, to ensure complete balance and harmony as they dance along the length of the piece.

Graff's Masterartisans

Taking Shape

Graff’s masterartisans carefully set and angled the wings of each butterfly to reflect and emit maximum light, ensuring striking impact within an almostimperceptible white gold setting.

Captured for eternity in diamonds

A Precious Moment

Throughout each high jewellery creation, every butterfly is designed and then crafted in such a way so that their wings are held aloft in midflight, a precious moment from the natural world, captured for eternity in diamonds.