Gibson Guitars showed up in an unusual place you wouldn’t expect to find the guitar maker—Baselworld 2015, an annual show dedicated to luxury watches and timepieces.
The reason? The company was on hand to show off a luxury creation of its own: the Eden of Coronet, a Gibson SG adorned with more than 400 carat diamonds and about 1.6 kilograms of 18k gold. The guitar is estimated to be worth $2 million and may set a new world record as the most expensive guitar.
To create the Eden of Coronet, Gibson teamed with jewelry designer Aaron Shum and musician and designer Mark Lui.
Lui says he chose the SG for this unique project, noting that “before the collaboration, the SG model was perceived as a very masculine guitar, but when you look at it from a different angle, it actually has a very feminine structure and curves which allowed me to open up my creativity and explore a new arena in the design space of the guitar.”
Henry Juszkiewicz, chairman and CEO of Gibson Brands, points to the Eden of Coronet as a symbol of Gibson’s outreach beyond traditional guitar building. “The masterpiece is a joint effort of three distinct brands,” he says. “The creativity comes from the process of blending ideas and cultures from different industries, which further solidifies Gibson beyond just a guitar brand. All along we’ve been striving to expand our business to different sectors of the consumer market and ‘Eden of Coronet’ is definitely an important milestone for what we target to achieve.”