Richard MilleCampaign

The Dazzling Division

It all began with a simple yet mischievous question: Have we all lost some of our shine?

Somewhere along the way, the world seemed to lose a little of its colour. The sparkle faded, the panache quietly slipped away. So we set out to build a universe where it could return in full force: surreal, luminous, and gloriously irreverent.

The result is a playful exercise in high-end creation, where luxury, wonder, and spontaneity coexist within the same frame. A global campaign starring Academy Award-winning actress Michelle Yeoh alongside four muses, celebrating the joy of not taking oneself too seriously. All set to the electrifying soundtrack of French electronic duo Justice.

More than a campaign, this project embodies a conviction we deeply share with Richard Mille: enduring brands are not built solely through the products they showcase, but through the worlds they create. Worlds people aspire to enter, explore, and ultimately belong to.