Chopard: a luxury boutique in augmented reality in the Snapchat Winter Village

From 1 to 31 December 2025, Snapchat opened the Winter Village, an augmented reality Christmas market bringing together three luxury houses: Chopard, BOSS and Lancôme. Chopard set up its boutique in a Lens, accessible from the Lens Carousel or from its Public Profile. tigrz supported Chopard on this campaign.

Context and challenge

During the holidays, the shop window remains luxury’s big moment: you stop, you look, you remember. Snapchat sums up its starting point this way: holiday attention has moved online, where standard ads in crowded feeds struggle to convey that emotion and risk making a luxury house feel common.

Chopard’s challenge: recreate on Snapchat the magic of a Christmas window, without compromising the house’s image, and let users go all the way to purchase.

The campaign: a boutique inside the camera

The Winter Village turns the Snapchat camera into a winter village. Users step into a snowy world of digital boutiques, explore the brands’ spaces, look at products up close and discover gift ideas. The boutiques were created with the creative studio Atomic. Chopard’s plays on ivory, paper-like textures and showcases signature watches and jewellery.

• 360° directory: the entrance to the village and the choice of boutique.
• 180° boutique: the Chopard window, with watches and jewellery staged in an ivory setting.
• Product display: interactive cards detailing each piece, for example the Happy Sport (33 mm, automatic, ethical rose gold, Lucent Steel™, diamonds).
• Purchase: from the Lens, users can buy on the brand’s e-commerce site.

A format designed for luxury

The campaign ran in France, the United States, the United Kingdom, Germany, the Nordics, Benelux and the Middle East. Snapchat presents it as a global first for luxury. For a house like Chopard, the Lens plays two roles: a brand experience, with the boutique and its staging, and a path to purchase, with the product cards and then the brand’s website.

The results

These figures cover the whole Snapchat Winter Village, that is the three houses together (Chopard, BOSS and Lancôme): Snapchat does not publish results specific to Chopard. According to Snapchat’s presentation, the Lenses also delivered up to +8 points in ad recall, +2 points in brand favorability and +5 points in action intent, again for the three houses.

Source: Snap Inc. Newsroom, Snapchat Winter Village (1 December 2025). Figures and visuals: Snapchat Holidays 2025 presentation.

What the case shows

The case illustrates what a platform-native format brings to luxury: an immersive window rather than a standard ad, and a journey that runs from discovery to the brand’s website. It is the kind of campaign tigrz weighs against the other levers of Social Ads and Media Performance, content creation and measurement.

The content