Tous Fetes 40 Years of Its Bear With Star-studded Celebration in Barcelona

Tous marked the 40th anniversary of its signature Bear on Tuesday night with a glittering celebration at the Museu d’Art Contemporani de Barcelona. The event brought together campaign stars and brand friends for an evening that blended performance, fashion and heritage.

Inside the museum — transformed under the creative direction of Galician artist Marta Pazos — guests including Rossy de Palma, Amaia, Macarena Achaga, Ángela Molina, Cecilia Suárez, Esmeralda Pimentel and Agustín Della Corte gathered for cocktails bathed in Tous’ signature fuchsia light.

The night unfolded as a four-act experience tracing the Bear’s origins, narrated by Pazos herself. Dinner followed upstairs: a golden tablescape anchored by a sculptural gold nugget, with jewel-shaped dim sum created by chef Meilan Kao.

“For me, the Bear symbolizes love and cozy hugs,” said de Palma, recalling the first Tous Bear she bought for her daughter — a gold charm that became a family keepsake.

“Celebrating 40 years of our Bear means celebrating four decades of tenderness and creativity — and honoring my mother’s [Rosa’s] vision,” added Rosa Tous, the brand’s corporate vice president. “She believed a small teddy bear turned into a jewel could connect with people of all ages.”

Argentine actor Agustín Della Corte, one of the faces of the campaign, reflected on the brand’s matriarchal legacy. No stranger to fashion, he walked in Dario Vitale’s Versace debut show this past September. “I’m very proud to represent the men’s perspective in this campaign, alongside an incredible group of women I deeply admire,” he said, referring to his fellow campaign stars and the four Tous sisters who now lead the company.

Later, Tous ambassador Amaia performed several songs, including “C’est la vie,” the anthem of the brand’s “Celebrate Joy. Everyone’s Invited” campaign. Joined by the Tous family, she helped blow out the candles marking four decades of creativity and joyful expression.

By the end of the night, the museum had turned into a full-scale party, a fitting tribute to an icon that continues to transform everyday moments into extraordinary ones.

Tous is a Spanish jewelry company with more than 100 years of history. Founded by the Tous family in 1920, the company designs, produces and distributes mostly accessible jewelry and accessories with a creative spirit that encourages self-expression.

Headquartered in Manresa (Barcelona), the company has a network of more than 600 stores around the world.