The first store was opened at 104, rue du Rhône in Geneva and sold jewellery and objets d’art and four years later a boutique was opened in London. Watches became an important part of the business and the company launched their first collection ‘Instrumento N° Uno’ in 2000. Coloured diamonds were used in the jewellery, in particular black diamonds which were rarely seen in fine jewellery at this time. The brand’s success grew steadily and they began to use larger and more important gemstone in their designs. They expanded globally opening boutiques in Paris, Rome, Gstaad, Dubai, Korea and many other locations as well as selling through stores such as Bergdorf Goodman in New York.
In 2017 they created a spectacular necklace set with a 163.41ct emerald-cut diamond, the largest D flawless diamond ever to be offered at auction. Called The Art of de Grisogono and auctioned by Christie’s Geneva, it sold for a record breaking US$33.7 million. Their jewellery is often worn by celebrities on the red carpet and the brand continues to grow and innovate.