1940s

In Paris and New York, the Maison asserted its creativity through poetic sources of inspiration. Nature, dance, fairies and couture thus instilled life and movement into pieces destined to become iconic symbols of
Van Cleef & Arpels.

1940

Opening of the New York boutique

The first seasonal boutique opened in 1929, followed by the current address at 744 Fifth Avenue in 1940.

1941

First ballerina and fairy clips

The Little Winged Fairy clip, called later Spirit of Beauty, was created in New York as a symbol of hope. The first ballerina clips came into being during the same period, initiating a tradition emblematic of Van Cleef & Arpels.

1944

First Inséparables or Lovebirds clips

Portraying birds in couples or families, Lovebirds clips present a poetic celebration of love and togetherness.

1949

Man’s watch designed by Pierre Arpels

Initially designed by Pierre Arpels for his own use, this man’s watch stands out for its highly sophisticated round casing, discretely held together by two central attachments.