Armenia speaks to the world through a diverse tapestry of languages, each rich in history and nuance. Some are ancient, some contemporary, while others need no words at all: classical  music, chess and Armenian Royal brandy. 

Each embodies aspects of the Armenian spirit—memory, discipline, finesse, courage and the passage of time. In chess, few encapsulate this essence as profoundly as Levon Aronian.

A grandmaster distinguished by his creativity, Aronian belongs to an elite group of players whose  games are celebrated not only for their outcomes but also for their artistry.

With two FIDE World Cup titles to his name, he has led Armenia to historic team victories and competed against some of the strongest players across generations.

Although he has represented the United States since 2021, his roots remain firmly planted in Armenia, evident in his language, musical tastes, circle of friends and cherished memories, as well as his sense of obligation to promote Armenian chess.

Today, Aronian continues his lifelong journey from tournament to tournament and country to country, moving from one chessboard to the next. He promises that soon he will be travelling to Switzerland before returning to the United States.

While the pace may be demanding, it has long become second nature to him.

Having started travelling at the age of nine, Aronian learned not only to adapt but also to embrace the experience.

“I learned to enjoy travel. I learned to detach myself from places and people in a certain way, and to discover different cultures. It has become such an essential part of my character that I cannot imagine not traveling.”

For a man who has spent much of his life away from home, the concept of home has become clearer rather than more complex. It transcends any single location; home is defined by family. Yet Armenia holds a unique significance—a cherished land imbued with warmth, language and childhood memories. 

The Beginning: A Sister, a Board, and a Lifelong Game

Levon Aronian’s introduction to chess was not marked by the dramatic flair of a fairy tale. Instead, it unfolded at home, almost by chance.

At the age of eight and a half, he regularly pestered his older sister, who was more than six years his senior, to let him join her games with friends. To keep him entertained, she introduced him to chess. What began as a way to stave off childhood boredom soon became the focus of his life.

“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 is how it all began.”

Since Aronian’s early days on the board, the chess landscape has changed dramatically. Advances in computer technology have transformed preparation, calculation and the approach to risk embraced by young players.

While he acknowledges these changes, Aronian does not come across as a relic clinging to the past. Instead, he views the wisdom that comes with age as the ability to remain receptive.

“The most valuable thing you can learn with age is to keep an open mind. If you close yourself inside a little shell, that is not good. If you keep your mind open, if you spend time with young people, advising them and learning from them, then you continue to evolve.”

This mindset may help explain Aronian’s enduring relevance in the chess world. Rather than viewing the younger generation only as competitors, he studies and learns from them, drawing inspiration from their energy.

In an era of chess defined by technology, rapid play, psychology and calculated risks, he strives to embody the spirit of a “young thinker.” 

“Chess has changed enormously. Because computers have become so strong, players try to keep some part of themselves in the  game, and that creates more risky players and more desire in the younger generation. I try to learn from them. I am not stuck in the old ways. I try to remain a young thinker.”

Armenia,  Music, Chess, and the World

Though Levon Aronian now competes under the American flag, Armenia continues to shape his worldview. Asked what he carries from his homeland, Aronian does not cite political ideologies but instead speaks about Armenian culture.

For him,  music remains an enduring connection. In a society often marked by turmoil, he finds solace in the principles and cultural heritage that provide stability in his life.

“I have a certain set of principles, and I try to live by them. In a world of chaos, that keeps me sane. And probably music – I carry a lot of music from Armenia with me. I listen to Armenian music and try to stay in touch with my country and my culture in that way.”

This connection carries symbolism. Armenia has garnered global respect for contributions to art forms that take time to cultivate, including music, chess, brandy, craftsmanship and education. Each represents a commitment to discipline that cannot be rushed. They require patience and, in return, offer the reward of maturity.

For Aronian, chess has opened global doors, while Armenia has provided the inner dialogue to navigate them.

This is why his role as an ambassador for Jardins d’Arménie Royal Brandy goes beyond sponsorship; it reflects a cultural connection.

For Aronian, Armenian Royal brandy belongs to a realm steeped in patience, discipline and sophistication. Like chess, it requires time to develop its intricate layers. As with the age-old game, Armenian Royal brandy has gained international appreciation through its quality. 

Jardins d’Arménie: Where Craftsmanship Meets Connection

In the realm of luxury brands, Aronian approaches partnerships with caution. Over the years, he has received numerous proposals but has prioritised meaningful human connections.

This principle guided him to Jardins d’Arménie Royal Brandy in collaboration with Pogossian Luxury Brand House. The link was Armen Pogossian, the House’s owner, whom Aronian regards as an engaging, well-educated and thoughtful individual. Their friendship fostered a partnership based on shared values and mutual respect.

“Throughout my career, I received many offers to represent different brands, but I am normally very selective and cautious. It had to be someone I could connect with. With Armen, that connection came early. I understood that he is an interesting, broadly educated and thinking person, and that made a big difference.”

Recently, Aronian showcased the brand’s international footprint at the Monte-Carlo Television Festival, where Jardins d’Arménie Royal Brandy partnered as a Crystal Partner. The event attracted global guests from television, cinema, media and culture, with Prince Albert II of Monaco attending the festivities. 

For Aronian, the essence of the brand’s success goes beyond the design of its bottle or the narrative behind it. The true test, he says, comes when people taste the product.

“You can tell a thousand stories about your product, describe it in a million words and have a beautiful bottle. But at the end of the day, a person opens the bottle and tries what is inside. What I witnessed personally is how good the product is, and how special the experience is. That is why people respect it.”

Looking ahead, Aronian is optimistic about the future of Jardins d’Arménie, citing its authenticity and craftsmanship. With its Armenian roots, global aspirations and distinct character, the brand is positioned for continued success.

“I think the future of what Jardins d’Arménie represents is very hopeful. It is already a great success, but it will become bigger. The main reason is that it is a unique product.”

The next move

In competitive chess, Levon Aronian stands out not only for his skills on the board but also for the life he leads away from it. He frequently speaks about the value he places on family life.

Travelling together, celebrating his wife’s resurgence in her music career—writing songs and performing globally—and spending time with his daughter, Aronian has combined his personal and professional lives. For him, happiness fuels his passion for  chess and supports a mindset focused on growth and learning.

Aronian is also committed to nurturing the next generation of talent. Alongside fellow Armenian grandmasters and friends, he is currently mentoring a promising 13-year-old.

“We are always looking for new talents to support. Right now we are supporting one boy. He is thirteen years old and very talented.”

When reflecting on how he wishes to be remembered, Aronian looks beyond titles and accolades, emphasising a desire to be of service. His journey through chess has taught him that determination and perseverance can create opportunities, both in the  game and in life. 

“I would like to be remembered in the sense that, if I made the world even slightly better, that is enough. I am not looking for any special legacy. One thing I learned from chess is that if you fight and put in the hours, you always have a chance.”

This philosophy reflects the values he associates with Armenia: the pursuit of excellence, humility, ambition and an appreciation of memories without being defined by the past.

Aronian remains a prominent voice for Armenia on the global stage, linking chess with creativity, competition and culture.

Similarly, Jardins d’Arménie and Pogossian Luxury Brand House seek to convey the narrative that Armenian craftsmanship, like chess, has a place on the world stage, reflecting confidence and pride.

At first glance, chess and the crafting of fine brandy may appear to occupy different realms. Yet both are disciplines nurtured by time and patience, gaining richness as they mature.

Together, they serve as a reminder that Armenia’s achievements are not solely defined by scale, but also by elegance, courage and mastery.