Hong-Kong based Aaron Shum Jewelry raised awareness for its signature brand CORONET® and launched its participation at Baselworld 2015 (Basel, Switzerland), the World Watch and Jewelry Show, by achieving a GUINNESS WORLD RECORDS TM title for the Most Valuable Guitar.

Most valuable guitar - certificate presentation
Named “Eden of Coronet”, the diamond-studded masterpiece has an estimated value of USD$2 million and is adorned with a whopping 11,441 pieces of diamond (401.15 carats) set in 1.6kg (57.67 oz) of 18k white gold. Designed by multi-talented designer and renowned song-writer Mr Mark Lui, this magnificent art piece took a team of 68 artisans to produce, adding up to 700 man-days to complete.

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With the support of Diamond Partner Chow Tai Fook, Aaron Shum Jewelry struck a first-time collaboration with Gibson brands to transform Mr Lui’s unique vision into the holy grail of all guitars.

Guinness-World-Records--CORONET-Diamond-guitar-closeup

The legendary rock 'n' roll music brand further amplified press coverage and Coronet’s brand impact by promoting the record breaking CORONET® Diamond Gibson Guitar through a variety of global marketing channels in US, European and Asian cities, while Aaron Shum Jewelry and Chow Tai Fook did the same in China and the Middle East.

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Watch a video from the launch event below