Armenia presents the world through a rich diversity of languages, each saturated with history and nuance. Among them are ancient, modern, and those that require no words at all, such as the elegance of classical music, the strategic game of chess, and the valuable depth of Armenian royal brandy. Each of these elements reflects unique traits of the Armenian spirit: memory, discipline, grace, courage, and the passage of time. In the world of chess, few embody this essence as profoundly as Levon Aronian.
This grandmaster, known for his rare creativity, belongs to an elite group of players whose games are valued not only for their results but also for their artistry. Holding two FIDE World Championship titles, he helped Armenia achieve historic team victories and competed against the strongest players of different generations. Although he has been playing for the United States since 2021, his roots remain firmly planted in Armenian soil, evident in his language, musical preferences, circle of friends, cherished memories, and sense of duty to promoting Armenian chess.
Today, Aronian continues his lifelong journey, moving from tournament to tournament and country to country, easily transitioning from one chessboard to another. He can be found in Spain, far from Armenia, but he promises that he will soon head to Switzerland and then return to the United States. Despite the fast pace, this has long become routine for him. Starting his travels at the age of nine, Aronian learned not only to adapt but also to embrace adventure.
He shares: 'I learned to enjoy traveling. I learned to detach myself in a certain way from places and people and discover different cultures. It has become such an integral part of my character that I cannot imagine life without travel.'
For someone who has spent most of his life away from home, the concept of home has paradoxically become clearer, not more complicated. Home extends beyond any single place; it is defined by family. Nevertheless, Armenia holds a special significance—it is a beloved land filled with warmth, language, and childhood memories.
Levon Aronian's introduction to chess was not marked by dramatic fairy-tale brilliance. Instead, it happened in the familiar setting of home, almost by chance. At eight and a half years old, he began persistently asking his older sister, who was six years his senior, to let him join her games with friends. To entertain him, she suggested playing chess. What started as a way to distract from childhood boredom soon became the central theme of his life.
He recalls: 'I was eight and a half. My sister told me to play chess, and then I fell in love with the game. After that, I needed opponents—and that's how it all started.'
From an early age, the landscape of chess underwent a radical transformation on the board thanks to Aronian. The advent of advanced computer technology revolutionized preparation, calculation, and the overall approach to risk taken by young players. Recognizing these changes, Aronian does not appear to be a man clinging to the past. On the contrary, he considers the wisdom that age brings to be the ability to remain receptive.
He emphasizes: 'The most valuable thing one can learn with age is to maintain an open mind. If you lock yourself in a small shell, it is not good. If you keep your mind open, if you spend time with young people, consulting them and learning from them, then you continue to develop.'
This worldview likely explains Aronian's enduring relevance in the chess world. Instead of viewing the younger generation as competitors, he actively studies and learns from them, finding inspiration in their energy. In an era defined by technical mastery, fast-paced play, psychology, and calculated risks, he strives to embody the spirit of the 'young thinker.'
He notes: 'Chess has changed enormously. Since computers have become so strong, players try to retain some part of themselves in the game, which creates more risky players and a greater desire among the younger generation. I try to learn from them. I am not stuck in old methods. I try to remain a young thinker.'
Although Levon Aronian currently competes under the American flag, the essence of Armenia continues to shape his worldview. When asked what he brings from his homeland, Aronian speaks not of political ideologies but of the heart of Armenian culture. For him, music is the highest value as an enduring connection. In a society often marked by upheaval, he finds solace in the principles and cultural heritage that stabilize his life.
He says: 'I have a certain set of principles, and I try to live according to them. In a world of chaos, this keeps my sanity. And perhaps music—I have brought a lot of music from Armenia with me. I listen to Armenian music and try to maintain a connection with my country and culture in this way.'
This connection carries deep symbolism. Armenia has gained global respect for its contribution to art forms that require time to develop: music, chess, brandy, crafts, and education. Each of these embodies a commitment to deep discipline that cannot be rushed. They demand patience and reward it with maturity. For Aronian, chess opened global doors, but Armenia provided the inner dialogue for navigating them effectively.
This is why his role as an ambassador for Jardins d’Arménie Royal Brandy goes beyond mere sponsorship; it embodies a deeper cultural affinity. For Aronian, Armenian royal brandy belongs to a sphere steeped in patience, discipline, and refinement. Like chess, it requires time to develop its complex layers. Just like in this ancient game, Armenian royal brandy gains international recognition not through its size, but through unwavering perfection.
In the luxury goods sector, Aronian approaches partnerships with caution. Over the years, he has received many offers but has always prioritized a meaningful human connection. This principle led him to Jardins d’Arménie Royal Brandy in collaboration with Pogossian Luxury Brand House. The key figure was Armen Pogossian, the owner of the House, whom Aronian considers an engaging, well-educated, and thoughtful person. Their friendship easily gave rise to a partnership based on shared values and mutual respect.
He remarks: 'Throughout my career, I have received many offers to represent different brands, but I am usually very selective and cautious. It had to be someone with whom I could establish a connection. With Armen, this connection was established early. I realized he was an interesting, well-educated, and thoughtful person, and that mattered greatly.'
Recently, Aronian demonstrated the brand's international presence at the Monte Carlo Television Festival, where Jardins d’Arménie Royal Brandy served as Crystal Partner. The event attracted many global guests from the fields of television, film, media, and culture, including Prince Albert II of Monaco.
For Aronian, the essence of brand success goes beyond the appeal of its elegantly designed bottle or its captivating narrative. The true testament lies in the moment people take the first sip. He shares: 'You can tell a thousand stories about your product, describe it in a million words, and have a beautiful bottle. But ultimately, the person opens the bottle and tastes what is inside. What I personally saw was how good the product is and what a special experience it is. That is why people respect it.'
Looking ahead, Aronian is optimistic about Jardins d’Arménie, based on its rare authenticity and expert craftsmanship. With his Armenian roots, global aspirations, and a character strong enough to resonate on its own, the brand is poised for further success.
He concludes: 'I think the future of what Jardins d’Arménie represents is very promising. It is already a great success, but it will be bigger. The main reason is that it is a unique product.'
In the world of competitive chess, Levon Aronian stands out not only for his exceptional skills on the board but also for the full life he leads outside of it. With a bright smile, he often talks about how enriching his family life is. Traveling together as a unit, marking his wife's career revival in music—songwriting and performances worldwide—and cherishing moments with his daughter, Aronian seamlessly merges personal joy with professional endeavors. For him, happiness fuels his passion for the game, fostering a mindset open to growth and learning.
Aronian's commitment to nurturing the next generation of talent is also noteworthy. Along with other Armenian grandmasters and friends, he is currently mentoring a promising thirteen-year-old boy. This act of guidance serves as a subtle yet powerful legacy—a legacy that values time and attention over showmanship. It is about investing in the future and supporting someone who might one day take the game to a new level.
When speaking about how he wishes to be remembered, Aronian disregards the allure of titles and awards, instead emphasizing a desire to serve. His journey in chess has instilled in him the understanding that determination and perseverance can open doors—not just in the game, but in life itself.
He states: 'I would like to be remembered in the sense that if I improved the world even a little, that would be enough. I am not looking for any particular legacy. One thing I learned from chess is that if you fight and put in the hours, you always have a chance.'
This philosophy embodies a deeply Armenian ethos: the pursuit of perfection marked by humility, ambitions tempered by grace, and memories valued without clinging to the past. Aronian is a vibrant voice of Armenia on the world stage—a player who skillfully weaves thought with creativity, and competition with culture.
Similarly, Jardins d’Arménie and Pogossian Luxury Brand House strive to convey this narrative: that Armenian mastery, much like chess, holds a firm place on the world stage, reflecting confidence and pride. While chess and fine brandy making may seem to belong to different spheres at first glance, both disciplines are nourished by time; both thrive through patience, gaining richness as they mature. Together, they serve as a reminder that Armenia's greatest achievements are defined not only by their scale but by their elegance, valor, and mastery.
