"A skilled jeweler spends 2,000 hours to make just one exquisite brooch," he said, gesturing to a peony clip, one of the brand's classic designs. "Besides the miracles of nature and man, in the end, you need someone who wants to wear it."

Under the luxurious guise, these sparkling creations hold an enchantment for jewelry lovers. "A piece of jewelry can be kept all your life, passed down through the family. It is also something deeply personal – you wear it on the skin," he said.

"I always think the best place to look at a piece of jewelry is on a plane. You are absolutely alone, no telephone, no interruptions and the light above the clouds is just amazing."

Over the years, the art of Van Cleef & Arpels has attracted such personalities as Elizabeth Taylor and Maria Callas. Their names evoke the history of high society from the Roaring Twenties to the 1950s, the advent of film stars and the destinies of great royal families.

Special orders were created for Princesses Fawzia and Soraya and the Empress Farah Pahlavi of Iran, in addition to the Maharani of Baroda, the Duchess of Windsor and Princess Grace of Monaco.

If you go:

10 am - 6 pm, through Aug 5 (closed on Mondays). Today Art Museum, Building 4, Apple Community, 32 Baiziwan Road, Chaoyang district. 010-5876-0600.