DENZA’s entry into the European market isn’t happening at an auto show. Instead, it’s taking place at the Cannes Film Festival, through a Geneva-based watchmaker founded in 1860, and at a charity auction. This strategy deserves a closer look.
This isn’t a design collaboration. It’s a power play.
DENZA, the premium subsidiary of BYD—the world’s leading manufacturer of electric vehicles, founded in Shenzhen—is preparing for its European launch in 2026 with an initial lineup of three models. The Z9GT is the star of the lineup: three electric motors, 1,150 horsepower, and a full charge in nine minutes thanks to FLASH Charging technology. Technically, the foundation is solid. Culturally, it still needs to be built.
This is where Chopard comes in.
The jewelry house, an official partner of the Cannes Film Festival for many years, offers something that neither the power of BYD nor the performance of the Z9GT can directly buy: a sense of authenticity, a rich heritage, and the symbolic warmth of ethical gold. Since July 2018, Chopard has been the first luxury house to use 100% ethical gold in the manufacture of all its watches and jewelry. Its proprietary steel—Lucent Steel™—is composed of 80% recycled materials. These commitments predate market demands and, backed by the Z9GT, serve as a testament to our values.
The details of the collaboration speak for themselves. Amethyst stones are integrated into the cockpit controls—not as decorative accents on the front, but into the touch-sensitive surfaces where the hand rests. The Chopard monogram is embroidered on the headrests. A 17.3-inch screen featuring a Maison-inspired theme. And two watches designed as a pair: a 36mm Happy Sport in 18-karat ethical rose gold for women, and a 41mm Alpine Eagle for men, with the DENZA logo engraved on the case back. Handcrafted luggage by the Shiro workshop completes the ensemble.
The campaign culminates in an auction at the amfAR gala—the 32nd edition of this charity event dedicated to AIDS research, held during the Cannes Film Festival. This choice is no coincidence. The amfAR gala is one of the few evenings where the act of ostentatious purchasing takes on a moral dimension. The car will not be sold: it will be donated, then auctioned off to benefit a cause. Its monetary value takes a back seat to its symbolic value. This is precisely what DENZA was aiming for.
DENZA Z9GT: Specifications Powertrain: three electric motors — 1,150 horsepower — 0 to 100 km/h in under three seconds. FLASH Charging technology: full charge in nine minutes. Audio system: Devialet, 20 speakers. Display: 17.3 inches. Interior trim: leather, wood, Chopard amethysts on the controls. European launch: 2026, three models. DENZA founded in 2010, a BYD/Daimler partnership.
Caroline Scheufele, Creative Director and Co-President of Chopard, describes this Z9GT as “a jewel in motion, where every element reflects our passion for craftsmanship.” The phrasing is carefully crafted. It also implicitly conveys what the collaboration demands of Chopard: lending its language to an object that does not yet belong to its world.
That leaves the question that neither the press release nor the Cannes presentation addresses: Does DENZA know how to build a car? On paper, the numbers—nine-minute charging, 0 to 100 in three seconds, Devialet audio on board—suggest the answer is yes. But European automotive luxury—that of Stuttgart and Maranello—is not judged by technical specifications. It is judged by longevity, by workshops, by craftsmanship.
The Z9GT in Cannes is a statement of intent. Elegant, precise, and costly to produce. In ten years, we’ll know if it was also a foundation.
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