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Brands Gear Up for Baselworld's Launch

Celebrities took center stage at the watch and jewelry fair on the eve of its official opening.

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THE SPECIAL ONES: Celebrities took center stage at the Baselworld watch and jewelry fair on the eve of its official opening today. Colin Firth and his wife Livia were at the Chopard booth to unveil the L.U.C Tourbillon QF Fairmined, which is being billed as the world’s first watch made of Fairmined gold from South America. The project is part of Chopard’s ongoing partnership with Livia Firth’s Green Carpet Challenge. Her husband brandished his arm to display the timepiece, which is being produced in a limited edition of 25 pieces.

“Unfortunately we can’t take it home with us. Like Cinderella and Prince Charming, we have to give it back,” she said.

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As the official timekeeper of the FIFA World Cup, Hublot laid out the AstroTurf for two press conferences dedicated to the beautiful game. Chelsea manager José Mourinho made an appearance at the packed booth to present the King Power José Mourinho Special One watch. Hublot chief executive officer Ricardo Guadalupe unveiled images from a new campaign featuring soccer stars such as Mourinho and football legend Pelé holding a soccer ball designed by Brazilian artist Romero Britto.

It also presented gold watches to Olympic gold-medal winners Maria Höfl-Riesch and Dario Cologna. Höfl-Riesch, an Alpine skiing champion, said last week she was retiring after winning her second super combined gold medal at the Sochi Games.

Cologna, who won two gold medals for cross-country skiing, reported he was recovering well from a foot injury. “I will not quit skiing. I am still motivated — it was a great season for me,” he said.

Meanwhile, JeanRichard will welcome former French international footballer Robert Pirès at its booth on Friday to mark the launch of the latest limited-edition watches it has created for his former club, Arsenal.