For over two decades, the Middle East has been more than a market for Boucheron, it has been a place of dialogue, inspiration, and deep cultural exchange. In 2026, the Maison marks its 20th anniversary in the region by unveiling a new chapter of one of its most iconic collections: Serpent Bohème, pre-launched exclusively across the Middle East ahead of its global release.
Introduced in gold and onyx, the new creations will be available from early February in select regional boutiques and at Place Vendôme in Paris, positioning the Middle East not as a follower, but as the first audience invited into this next evolution of the Maison’s visual language.
An icon since 1968, Serpent Bohème has always been defined by duality, strength and sensuality, protection and allure. This season, that tension is heightened through a deliberate play of shadow and light.
For the first time, onyx enters the Serpent Bohème universe, lending the collection a new depth and intensity. Faceted black stone anchors a series of jewellery essentials, from necklaces and rings to bracelets, earrings, and a watch, offering a graphic, almost nocturnal counterpoint to the warmth of yellow gold.
Elsewhere, the Maison strips the motif back entirely. In ultra-luminous designs, polished gold replaces stone altogether, allowing the sculptural quality of the Serpent Bohème silhouette to take centre stage. The result is a radiant expression of light, warmth, and material purity.
Completing the story, a final group of bold designs brings both elements together. Oversized bracelets, rings, pendants, and brooches explore contrast at scale, pairing onyx and gold in pieces designed to be worn alone or layered, expressive, assertive, and deeply modern.
The collection is accompanied by a new “Shadow and Light” campaign, built around a single, striking image: a woman beneath a luminous moon, adorned in Serpent Bohème, emerging from darkness into glow. The chiaroscuro framing becomes a metaphor, for contrast, complexity, and confidence.
It is a visual language that mirrors the Maison’s view of the region itself, and of the women it celebrates: rooted in heritage yet uncompromisingly contemporary, intuitive yet decisive.
As CEO Hélène Poulit-Duquesne notes, this anniversary is as much about honouring women who shape the Middle East today as it is about marking time. The new Serpent Bohème creations, she suggests, are not simply jewellery, but a tribute, to leadership, creativity, and a modernity grounded in culture.
To mark the occasion, Boucheron hosted an intimate dinner in Dubai, the city where its Middle East journey began in 2006. Set within a private residence conceived as a contemporary desert oasis, the evening echoed the collection’s themes through architecture, filtered light, and natural volumes.
The Maison also collaborated with Emirati artist and poet Aysha Hareb Al Dhaheri, who created a bespoke poetic work and installation for the event, offering a local, lyrical interpretation of duality and reflection. It was a gesture that underscored Boucheron’s long-term commitment to engaging meaningfully with the region’s cultural landscape.
Twenty years on, Serpent Bohème’s latest chapter feels less like a retrospective, and more like a statement of intent.
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