On July 7, Van Cleef & Arpels launched the website "7 Seconds of Luck—Movies that Spin Good Fortune." With "good fortune" as one of its themes, Van Cleef & Arpels celebrated July 7 as "Lucky Day." Continuing the tradition of Jacques Arpels, a member of the founding family, gifting his colleagues four-leaf clovers with poems attached as messages of good fortune, users can create original 7-second videos with messages of good fortune on the website and give them to loved ones. Users can select their favorite materials (such as diamonds and gold), collections (such as Alhambra and Perlée), and proverbs related to happiness, and then enter their message to create a poetic video complete with background music. A "Lucky Video Contest" is also being held, with entries accepted via the save form. The winner of the grand prize will be invited as a pair to a Van Cleef & Arpels Christmas event, where they can experience the world of the Maison. Applications are open until 11:00 PM on September 15th.

In addition, to celebrate the "Lucky Day," all stores will be running a campaign where customers who purchase jewelry or a watch on July 7th will receive a lucky gift.