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Le Petit-Fils de L.-U. Chopard & Cie S.A.,[1] commonly known as Chopard (French pronunciation: [ʃɔpaʁ]), is a Swiss manufacturer and retailer of luxury watches, jewellery and accessories.[2][3] Founded in 1860 by Louis-Ulysse Chopard in Sonvilier, Switzerland, Chopard has been owned by the Scheufele family of Germany since 1963.[2][4][5]

Key Information

Chopard is best known for making high-quality Swiss watches and jewellery, and its clients have included Tsar Nicholas II of Russia.[5][6] The company is headquartered in Geneva and has a site in Fleurier, Canton of Neuchâtel, that manufactures watch movements.[7]

History

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Early history

[edit]

The company founder, Louis-Ulysse Chopard, was a Swiss watchmaker who grew up in Sonvilier, a town in Swiss Jura. In 1860, he established his L.U.C. manufacturing company in Sonvilier, having observed that it was more profitable to market a finished watch than to just make the mechanical movement.

After Louis-Ulysse's death in 1915, the company was taken over by his son Paul-Louis and grandson Paul-André.[5] The company specialised in making pocket watches and ladies’ wristwatches. In 1921, Paul-Louis moved the company operations to a larger town, Chaux-de-Fonds, in the Canton of Neuchâtel. In 1937, at that time a company of 150 employees, the company relocated to Geneva. This enabled the movements made by the company to be certified with the Geneva Seal, a mark applied only to watch movements made in the Canton of Geneva.[7] Paul-André took over the company in 1943.[8]

In 1963, having no children wishing to continue in the business, Paul-André Chopard sold it to Karl Scheufele III, a German goldsmith and watchmaker from Pforzheim, who was seeking a watch movement manufacturer exclusively for his own business.[8][9]

Recent developments

[edit]
Store on Madison Avenue in New York City

In 1974, the Chopard factory moved from the center of Geneva to Meyrin-Geneva and in 1976 the company started making watches that contained its signature free-floating diamond behind sapphire glass. In the 1980s, the company expanded into making sports watches for men and diamond jewellery for women.[9]

In 1996, the company established its own complete watch movement manufacturing facility in Fleurier, in the Swiss Canton of Neuchâtel. Prior to that time, all Chopard's movements had been assembled from third-party components. The movements made in Fleurier were intended for the high-end watches in the Chopard range.[7]

In 2010, the company celebrated its 150th anniversary, by which time the company's estimated sales were €550 million in total (of which €250 million were from watches) with about 100 stores around the world.[10]

In 2014, Chopard recorded sales of CHF800m (US$915m) and had roughly 2,000 employees worldwide, of whom 900 were working in Switzerland.[7][8] The European Patent Office lists more than 20 references to Chopard since 2002.[11]

In 2015, French actress Marion Cotillard designed a bracelet for Chopard's Green Carpet Collection made of ethical Fairmined-certified gold.[12]

In December 2018, World Wide Fund for Nature (WWF) released a report assigning environmental ratings to 15 major watch manufacturers and jewelers in Switzerland.[13][14] Chopard was given a below-average environmental rating as "Lower Midfield", suggesting that the manufacturer has only taken a few actions addressing the impact of its manufacturing activities on the environment and climate change.[13] Since 2013, Chopard has been promoting its products as using ethical and sustainable gold; implementing this practice with the company's full product line remains a long-term objective.[15][16]

In 2020, Cotillard designed her own sustainable jewelry collection for Chopard entitled "Ice Cube Capsule". She designed seven items curated from Fairmined-certified ethical gold and diamonds.[17]

The company produces around 75,000 timepieces and 75,000 jewelleries each year, and is an active member of the Federation of the Swiss Watch Industry FH.[18][19][20]

Auction record

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Main article: List of most expensive watches sold at auction

A Chopard "Happy Diamond" wristwatch was sold in auction by Christie's for around US$1.67 million (CHF 1,685,000) in Geneva on November 10, 2015.[21] The watch has quartz movement and carries a pink marquise-cut diamond, weighing approximately 2.62 carats, and a blue marquise-cut diamond, weighing approximately 1.48 carat.[21]

Sponsorship

[edit]
Chopard Mille Miglia watch, 2018

Chopard is a corporate partner of:

See also

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References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Chopard

View on Grokipedia
from Grokipedia
Chopard is a family-owned, independent Swiss luxury brand fully owned by the Scheufele family from Germany, renowned for its high-precision watches and fine jewelry, founded in 1860 by watchmaker Louis-Ulysse Chopard in the Jura village of Sonvilier. Specializing initially in pocket watches celebrated for their accuracy and reliability, the maison expanded under family stewardship before being acquired by the Scheufele family in 1963, who transformed it into a global leader in haute horlogerie and gem-set creations. Today, headquartered in with its own manufacture in Fleurier, Chopard produces collections like the iconic L.U.C line of complicated timepieces and the playful Happy Sport watches, blending innovation with ethical craftsmanship. From its origins crafting timepieces for prestigious clients—including the Swiss Railway Company and Tsar Nicholas II of in 1885—Chopard relocated to in 1937 to access skilled artisans and international markets. The 1963 acquisition by Karl Scheufele III marked a pivotal shift, infusing the brand with the Scheufele family's goldsmithing expertise from their German jewelry heritage. Under current co-presidents Caroline and , the company has diversified into women's jewelry, launching the revolutionary Happy Diamonds collection in 1976 with its floating diamond innovation, followed by the sporty Happy Sport watch in 1993 that daringly combined steel and diamonds. Chopard's cultural prominence is epitomized by its longstanding partnership with the since 1998, where it crafts the trophy and awards the to emerging actors, solidifying its status in cinema and high society. The brand's in-house Chopard Manufacture, established in 1996 in Fleurier, enables full control over movements certified by the Poinçon de Genève hallmark, powering masterpieces like the L.U.C Full Strike minute repeater launched in 2016. In recent years, Chopard has garnered acclaim at the Grand Prix d'Horlogerie de Genève (GPHG), winning the Jewelry Watch Prize for its Laguna High-Jewelry Secret Watch and the Eco-Innovation Prize for the L.U.C Qualité Fleurier in 2024, underscoring its blend of artistry and sustainability. A pioneer in responsible luxury, Chopard embarked on its "Journey to Sustainable Luxury" in and committed to using 100% traceable ethical across all gold products by 2018, sourcing from artisanal mines and initiatives while supporting projects. This ethos extends to its jewelry and watches, often featuring responsibly sourced gems and fairmined materials, positioning Chopard as a forward-thinking guardian of Swiss watchmaking traditions in an evolving industry.

History

Founding and Early Development

Chopard was founded in 1860 by Louis-Ulysse Chopard, a 24-year-old born in 1836, who established a high-precision manufactory in the Swiss Jura village of Sonvillier. Specializing in pocket watches and chronometers, the enterprise focused on crafting ultra-thin, accurate timepieces suitable for everyday use, drawing on components from regional specialist workshops to assemble reliable mechanisms refined to exacting standards. From its inception, Chopard emphasized innovations in movement design to enhance reliability, such as optimizing the slim profiles of movements while maintaining superior precision for demanding applications. This technical focus quickly built the company's reputation for quality Swiss watchmaking. By , Chopard had become a trusted supplier, providing timepieces to prestigious clients including the Swiss Shooting Federation ("Tir Fédéral"), the Swiss Railway Company, and Tsar Nicholas II of , whose commissions underscored the brand's growing prestige across Europe. The company's expansion necessitated strategic changes, leading to its relocation in 1937 from Sonvillier to , the internationally renowned center of Swiss watchmaking. Under the leadership of Paul-André Chopard, Louis-Ulysse's grandson, this move—undertaken when the firm employed around 150 people—aimed to access a larger pool of skilled artisans and facilitate broader operations, including eligibility for the prestigious certification for its movements.

Acquisition and Expansion into Jewelry

In 1963, Karl Scheufele III, a German and from , acquired the Geneva-based Chopard company from its then-owner Paul-André Chopard, transforming the small five-employee operation into part of his family's established jewelry and watch business. This acquisition allowed for greater , with movement production continuing in while components such as cases were manufactured in , , leveraging the Scheufele family's expertise in goldsmithing. Under Scheufele's leadership, Chopard expanded its production capabilities and reputation for precision watchmaking. The Scheufele family drove further growth, with , daughter of Karl and Karin Scheufele, joining the company in 1985 to focus on and creative direction. By 1985, she assumed the vice-presidency alongside her brother Karl-Friedrich, marking a pivotal generational shift that emphasized innovation in both watches and emerging product lines. This family involvement solidified Chopard's transition from a specialized movement supplier to a multifaceted luxury . Chopard entered the jewelry market in 1976 with the launch of the Happy Diamonds collection, an innovative line featuring loose that move freely between two sapphire crystals, creating a dynamic play of light. This patented design, inspired by the fluidity of sunlight on water, represented a breakthrough in diamond setting and quickly became a signature element of the maison's offerings. Building on this success, Chopard introduced the Happy Sport watch in 1993, Caroline Scheufele's first major creation as co-president, which combined with floating diamonds in a sporty yet elegant design targeted at women. The model's innovative integration of robust materials and precious stones appealed to a broader audience, establishing Chopard as a pioneer in blending sportiness with high jewelry aesthetics.

Modern Era and Family Leadership

Under the leadership of the Scheufele family, Chopard entered a phase of significant modernization and expansion starting in the late 20th century, focusing on in-house production and global presence. In 1996, established Chopard Manufacture in , to develop high-precision Swiss watch movements, marking the brand's commitment to by bringing movement production in-house. This facility enabled greater control over quality and innovation, with the manufacture achieving ISO certification and developing multiple proprietary shortly thereafter. The following year, in 1997, Chopard launched the L.U.C watch line, featuring its first in-house , the 1.96, which earned the prestigious certification for its high-end complications and finishing standards. In 1998, the company initiated its partnership with the , where redesigned the trophy, crafted exclusively in Chopard's workshops. Family succession solidified Chopard's direction in the early 2000s, with Karl-Friedrich and appointed as co-presidents in 2001, under whose leadership Chopard remains an independent company fully owned by the Scheufele family from Germany, overseeing watches and jewelry respectively while emphasizing sustainable across the . Under their guidance, the company expanded its production capabilities, including investments in its own gold foundry to trace and refine ethical sourcing materials. This approach extended to global retail, growing to over 155 boutiques worldwide by 2023, either directly operated or via franchises, with plans for further expansion into markets like by 2026. By 2025, this network underscored Chopard's position as a family-owned luxury house with a footprint in key international cities, balancing with modern . A notable milestone came in 2010 during Chopard's 150th anniversary, celebrated with the launch of the Animal World high jewelry collection comprising 150 unique animal-themed pieces, highlighting the maison's craftsmanship and heritage. In 2024, Chopard received the Jewelry Watch Prize for its Laguna High-Jewelry Secret Watch and the Eco-Innovation Prize for the L.U.C Qualité Fleurier at the Grand Prix d'Horlogerie de Genève (GPHG). At 2025, the brand unveiled new additions to the L.U.C and Alpine Eagle collections. This event reinforced the Scheufele family's vision of innovation rooted in family legacy, as Karl-Friedrich and Caroline continued to drive advancements in ethical practices and technical excellence into the .

Products and Collections

Watches

Chopard's watch offerings emphasize Swiss craftsmanship, blending luxury aesthetics with innovative materials and in-house movements. The brand positions its timepieces in the high-end luxury market, targeting discerning collectors and style-conscious consumers who value precision, ethical sourcing, and versatile designs suitable for both formal and . Across its collections, Chopard incorporates ethical 18-karat —sourced responsibly since 2018—and Lucent Steel™, a sustainable with at least 80% recycled content (targeting 90% by end-2025) introduced across all steel watches by the end of 2023. Prices typically range from approximately $7,000 for entry-level models to over $100,000 for highly complicated pieces as of 2025, reflecting the brand's commitment to quality and exclusivity. The L.U.C collection represents Chopard's pinnacle of horological expertise, featuring ultra-complicated watches certified by the Poinçon de Genève for superior finishing and accuracy. These timepieces, aimed at connoisseurs seeking technical mastery, include models with tourbillons, perpetual calendars, and chronographs powered by in-house calibers such as the ultra-thin automatic L.U.C 96.17-S, which offers a 65-hour power reserve and exceptional slimness at 3.3 mm thick. Crafted in ethical or Lucent Steel™, L.U.C watches embody refined elegance with clean dials and intricate complications, positioning them as heirloom-quality investments in the luxury segment. For a sport-luxury appeal, the Alpine Eagle collection draws inspiration from the , offering robust yet sophisticated watches for men and women. These models feature integrated bracelets, textured dials mimicking eagle feathers, and cases in Lucent Steel™ or ethical , with resistance up to 100 meters for active lifestyles. Powered by automatic in-house movements like the Chopard 01.01-C, they target modern adventurers valuing and performance, with prices starting around $17,000 for variants as of 2025. Chopard's Happy Sport line, launched in 1993 as the first to pair diamonds with a case, provides versatile, diamond-set watches ideal for women seeking playful yet elegant pieces. Featuring floating diamonds that dance freely between crystals, these automatic or models in , , or two-tone configurations offer diameters from 30 to 39 mm, appealing to a feminine market that blends sporty chic with glamour. Prices range from about $6,900 for basic versions to over $70,000 for gem-encrusted complications as of 2025. Complementing the women's portfolio, the Imperiale collection draws on Roman imperial motifs with its cases, Roman numeral dials, and lavish use of ethical and gemstones like . Designed for sophisticated female buyers, these or watches in 28 to 36 mm sizes exude timeless opulence, often featuring mother-of-pearl dials and integrated bracelets. Entry prices hover around $8,000 for two-tone models as of 2025, escalating to $110,500 for diamond-set pieces with moonphase complications. The collection pays homage to the historic Italian road race, offering chronograph watches for men with sporty designs inspired by vintage automobiles. Featuring tachymeter bezels, perforated leather straps, and cases in ethical or Lucent Steel™, these automatic models powered by in-house calibers like the Chopard 03.05-C target enthusiasts, with prices starting from approximately $8,500 as of 2025. The L'Heure du Diamant collection focuses on high-jewelry timepieces for women, combining intricate settings with or automatic movements in ethical cases. Known for floral and geometric motifs, these elegant watches in 30-38 mm sizes emphasize artistry, appealing to haute horlogerie collectors, with prices ranging from $20,000 to over $200,000 as of 2025. Happy Diamonds watches extend the iconic floating diamond concept to timepieces, featuring playful, dynamic designs in ethical gold and Lucent Steel™ with movements, sized 30-38 mm for women. These models blend joy and luxury, with prices starting around $10,000 as of 2025.

Jewelry

Chopard's jewelry offerings encompass a diverse array of luxury pieces that emphasize innovative design, craftsmanship, and emotional resonance, distinct from its timepieces by focusing on standalone adornments. The brand pioneered the concept of mobile diamonds with the Happy Diamonds collection, introduced in , which revolutionized jewelry by allowing diamonds to move freely between sapphire crystals. This signature line features loose-floating diamonds that create a dynamic, light-reflecting effect, evoking joy and freedom in pieces such as pendants, rings, and bracelets. The Imperiale collection draws inspiration from imperial grandeur, incorporating elegant motifs like laurel wreaths and Roman-inspired arches in ethical settings, often accented with pavé and colored gems for a timeless, sophisticated aesthetic. Complementing this, the line, originally launched in 1999, embodies minimalist geometry through cubic forms that symbolize purity and urban elegance; it was reimagined in 2024 as a haute joaillerie capsule featuring modular designs in ethical and , allowing for versatile stacking and layering, and further updated in 2025 with bold, urban pieces unveiled at . In the realm of haute joaillerie, Chopard's Animal World collection stands out as a limited-edition series of 150 unique pieces created to commemorate the brand's 150th anniversary in , showcasing animal-themed motifs from global through intricate handcrafted elements like brooches, necklaces, and earrings set with exceptional diamonds and gems. These high-end creations highlight Chopard's artisanal expertise, blending narrative storytelling with technical precision. Since July 2018, all Chopard jewelry has utilized 100% traceable ethical , sourced via responsible initiatives and certified refineries to ensure environmental and social compliance. The pieces frequently incorporate pavé-set diamonds adhering to the Kimberley Process and Responsible Jewellery Council standards, alongside vibrant colored gems selected for their quality and ethical provenance. Chopard's jewelry spans categories including necklaces, earrings, rings, and bracelets, with an emphasis on customizable haute joaillerie tailored for events, such as the annual collection debuted in 1998 for the , where bespoke designs in diamonds and gold are crafted to suit individual celebrities' styles.

Manufacturing and Innovations

Production Facilities

Chopard maintains a vertically integrated production structure, with key manufacturing sites in and , enabling control over the creation of its luxury watches and jewelry. The company, owned by the Scheufele family since , employs over 2,000 people globally, supporting an annual output of approximately 50,000 watches alongside custom jewelry pieces. The Fleurier Manufacture, established in in Switzerland's Val-de-Travers region, specializes in the in-house production of high-precision watch movements, including those for the L.U.C collection. This facility produces movements certified by the Contrôle Officiel Suisse des Chronomètres () for chronometric accuracy and bearing the Poinçon de Genève seal, which attests to superior craftsmanship and finishing standards under Geneva's strict regulations. With around 150 dedicated staff, it underscores Chopard's commitment to Swiss watchmaking heritage. In , Chopard's workshops, including the headquarters in , handle final assembly of timepieces and intricate gem-setting for high-end jewelry and watches. These operations involve skilled artisans who integrate movements from Fleurier with cases, dials, and precious stones, ensuring precision in haute horlogerie and haute joaillerie creations. The Geneva sites complement Fleurier's focus by emphasizing finishing and personalization. Jewelry production is centered in , , a historic hub for goldsmithing, where the Scheufele family has roots dating to the early . Acquired as part of the family's expansion in , this site manages component sourcing, casting, and assembly for Chopard's jewelry lines, drawing on local expertise in precious . It produces elements for both standalone pieces and gem-set watches, integrating seamlessly with Swiss operations. Chopard's boutique network spans over 150 points of sale worldwide, including flagship stores in on and New York on , facilitating direct retail of its manufactured goods. This distribution supports the brand's global presence while maintaining family oversight of production quality.

Technical Advancements

Chopard's technical advancements in watchmaking and jewelry have centered on innovative mechanisms and materials that enhance both aesthetic appeal and functionality. One of the maison's earliest breakthroughs was the Happy Diamonds system, patented in 1976, which features loose diamonds that move freely between two sapphire crystals, creating a dynamic, dancing effect unseen in traditional jewelry at the time. This invention revolutionized diamond setting by allowing the gems to twirl independently, symbolizing freedom and playfulness while maintaining secure containment. In watchmaking, Chopard established full in-house production with the launch of its L.U.C collection in 1997, featuring the Caliber 1.96, the brand's first automatic movement equipped with a 22-carat gold micro-rotor for efficient bidirectional winding. This micro-rotor innovation optimized space and energy storage, providing up to 70 hours of power reserve in early models and setting a standard for compact, high-performance automatics. Building on this foundation, Chopard introduced the L.U.C Caliber 98.06-L in 2024, a hand-wound movement operating at a 4 Hz frequency with four mainspring barrels that deliver an exceptional 192-hour (8-day) power reserve, enabling prolonged operation without compromising precision. These advancements underscore Chopard's commitment to chronometric excellence, with all L.U.C movements certified by the Contrôle Officiel Suisse des Chronomètres (COSC) and often surpassing industry benchmarks. Material innovation reached a in 2023 with the adoption of Lucent Steel™, a proprietary composed of at least 80% recycled and originally developed in 2019, designed for superior hardness—50% greater than conventional 316L —and a naturally luminous sheen derived from its granular structure. This eco-conscious material not only enhances durability for case and bracelet construction but also reflects light with exceptional vibrancy, contributing to both aesthetic and sustainable luxury. In haute joaillerie, Chopard has mastered advanced setting techniques, including the invisible setting for , which eliminates visible prongs or mounts to create seamless, illusionary surfaces of color and sparkle. This method, employed in collections like Magical Setting, involves precise grooving and of stones into a metal framework, maximizing the visual impact of the . Complementing this, Chopard's artisans employ sculptural techniques to craft three-dimensional figures in ethical and gems, starting from hand-drawn designs translated into detailed models that capture lifelike poses and textures, as seen in the Animal World collection. These methods highlight the maison's fusion of artistry and in high jewelry.

Sponsorships and Partnerships

Cannes Film Festival Involvement

Chopard has been the official partner of the since 1998, marking a longstanding collaboration that integrates the brand's craftsmanship with the event's prestige. As part of this partnership, Chopard exclusively creates the , the festival's highest honor, along with all other trophies awarded during the closing ceremony. These pieces are meticulously handcrafted by Chopard's High Jewellery artisans using Fairmined-certified ethical , reflecting the maison's commitment to sustainable luxury since transitioning to 100% ethical sourcing in 2018. A key element of Chopard's involvement is the annual Trophée Chopard, an award established to recognize and support emerging talent in cinema by honoring one promising male and one female actor or actress each year. The recipients are selected by a jury composed of film industry professionals, including former laureates such as Marion Cotillard and Léa Seydoux, as well as critics like Variety's chief international film critic. Past winners, including Jessie Buckley and John Boyega, as well as the 2025 recipients Finn Bennett (UK) and Marie Colomb (France), have gone on to achieve significant acclaim, underscoring the award's role in spotlighting rising stars during a dedicated ceremony at the festival. Chopard enhances the festival's glamour through its prominent role on the , where it provides custom high jewelry and timepieces for attending celebrities, often featuring pieces from its annual Red Carpet Collection. Stars like have frequently worn these bespoke creations, amplifying the brand's visibility among global audiences. Complementing this, Chopard hosts an exclusive annual party during the festival, a high-profile event that gathers talent, directors, and industry figures to celebrate cinema and luxury. In 2025, Chopard marked its 28th consecutive year as the festival's partner, unveiling refreshed designs for the trophy, including a new iteration mounted on a rock cushion, crafted entirely from ethical . This edition also highlighted the "Chopard Loves Cinema" initiative, a campaign that celebrates the maison's affinity for film through dedicated high jewelry collections and support for cinematic storytelling, further embedding the brand in the festival's cultural narrative.

Other Collaborations

Chopard maintains notable ties to the sports world through its long-standing role as the official timekeeper and world sponsor of the , an iconic Italian endurance car race, a partnership that has endured since 1988 and marked its 37th consecutive year in 2024. This collaboration underscores the brand's affinity for high-performance events, with custom chronographs often created to commemorate the race's heritage. Additionally, the Alpine Eagle watch collection draws direct inspiration from the rugged and the majestic , symbolizing strength and natural grandeur tied to alpine sports and outdoor pursuits. In the fashion realm, Chopard has cultivated collaborations with designers and events to highlight its jewelry craftsmanship, including custom pieces aligned with creative visions, though specific partnerships with figures like remain more tangential through shared luxury circles. A prominent recent example is the brand's presence at in September 2025, where it unveiled the haute joaillerie collection—a modular series featuring ethically sourced diamonds in cubic forms—at an exclusive event atop , attended by celebrities such as , , and . This showcase emphasized innovative design and , with pieces like diamond necklaces and earrings reinterpreting the cube motif for modern wear. Chopard's philanthropic efforts include ongoing support for the World Wildlife Fund (WWF) since 2010, encompassing a three-year partnership with the "Tigers Alive Initiative" to aid in key habitats. The brand has contributed through sponsorship of events benefiting environmental causes, such as the 2011 WWF 50th Anniversary Panda Ball, where models wore Chopard jewelry. These initiatives align with broader sustainability commitments, including ethical sourcing that supports WWF's conservation goals. More recently, in 2024, Chopard deepened its engagement with the exhibition in through exclusive releases, including the limited-edition Classic Chronograph JX7 honoring racing legend and refined updates to the Alpine Eagle and L.U.C lines with ethical gold and innovative movements. This participation highlights the brand's role in advancing horological innovation within the luxury watch community.

Auction Records and Market Impact

Notable Auction Sales

Chopard's auction sales have highlighted the brand's prestige in luxury horology and jewelry, with several standout results drawing international attention. The highest recorded sale for a Chopard watch is a unique Happy Diamonds wristwatch, which achieved CHF 1,685,000 (approximately $1.7 million USD) at Geneva on November 10, 2015. This one-of-a-kind piece incorporated the brand's iconic Happy Diamonds feature, where loose diamonds float freely between two sapphire crystal plates, creating a dynamic, playful effect. Since Chopard's adoption of 100% ethical in 2018, auction demand for its certified sustainable pieces has risen, with buyers increasingly prioritizing traceable, responsibly sourced materials in high-value lots.

Significance in the Luxury Market

Chopard holds a distinctive position in the global luxury market as a family-owned enterprise, remaining independent amid a landscape dominated by large conglomerates such as , , , and . This structure allows the Scheufele family, in its fourth generation of leadership, to prioritize long-term vision over short-term shareholder pressures, fostering creative autonomy in watchmaking and jewelry design. With an estimated annual revenue of $750 million as of September 2025, Chopard operates on a more modest scale compared to industry giants but competes effectively in the high-end watches and fine jewelry segments against brands like and Cartier. Its valuation was estimated at around $1.1 billion as of 2023, underscoring its niche prestige without the expansive resources of conglomerate-backed rivals. The brand's cultural influence is profoundly amplified through its longstanding association with the (see Sponsorships and Partnerships). High-profile celebrity endorsements have elevated its visibility, generating significant media exposure and reinforcing its status as a symbol of cinematic elegance. This strategic positioning not only drives aspirational appeal but also translates to enhanced in the luxury sector, where cultural resonance often outpaces pure financial metrics. In the auction market, Chopard's L.U.C collection demonstrates resilience, with limited-edition and vintage models retaining value due to their in-house craftsmanship and rarity, even as the broader for the brand experiences from retail prices. While overall luxury watch resale values have fluctuated since 2020—peaking in 2022 before a correction—Chopard's focus on high complications has sustained collector interest, contributing to its competitive edge. Despite these strengths, Chopard grapples with the inherent challenges of its family-owned model in an industry increasingly consolidated under conglomerates, including limited access to vast distribution networks and capital for rapid expansion. Maintaining enables agile and ethical initiatives, such as sustainable sourcing, but demands vigilant to rival the scale and firepower of larger players. This balance has positioned Chopard as a resilient mid-tier luxury force, emphasizing quality and heritage over volume.

Sustainability Initiatives

Ethical Sourcing Practices

Chopard has prioritized ethical sourcing in its since the , focusing on responsible of precious metals and gemstones to ensure compliance with international standards for , labor practices, and . The company's Responsible Sourcing Programme emphasizes transparency and , particularly for and , which form the core of its jewelry and watch collections. As a certified member of the Responsible Jewellery Council (RJC), Chopard undergoes independent third-party audits every three years to verify adherence to the RJC's Code of Practices, including supplier assessments for high-risk operations. In , Chopard committed to using 100% ethical across all its jewelry and timepieces, achieving this milestone by of that year. This initiative defines ethical as material sourced from suppliers meeting rigorous international best practices for environmental and social standards, with full from mine to market. The is procured through two primary routes: certified artisanal small-scale mines and recycled sources, both verified under RJC protocols. Chopard partners with organizations like the Alliance for Responsible Mining (ARM) to audit and support mines in regions such as and , ensuring fair labor conditions, community benefits, and minimal environmental impact. Chopard has implemented full for its artisanal supply , tracking from mine to finished products. For diamonds, Chopard adheres strictly to the , sourcing only conflict-free stones that comply with the World Diamond Council's System of Warranties. This certification, established to eliminate the trade in rough funding armed conflicts, covers 99.8% of the global market and is integrated into Chopard's supplier to prevent abuses in high-risk sourcing countries. The company conducts risk assessments and third-party verifications for suppliers, prioritizing those with documented ethical practices. Additionally, Chopard's auditing program extends to ongoing monitoring of operations to uphold fair labor and safe working conditions throughout the .

Environmental and Social Commitments

Chopard has integrated environmental and social commitments into its core operations as part of its "Journey to Sustainable Luxury" initiative, emphasizing ethical practices, resource conservation, and community support across its and . The company aligns its efforts with international standards, including certification from the Responsible Jewellery Council (RJC) since 2012, to ensure responsible business practices in sourcing and production. On the environmental front, Chopard focuses on through its commitment to Science-Based Targets initiative (SBTi) in 2022, aiming for net-zero emissions by 2050 in line with the Paris Agreement's 1.5°C goal. In 2024, Chopard's near-term science-based targets were validated by the SBTi, including a 55% reduction in absolute scopes 1 and 2 GHG emissions by 2030 from a 2022 base year. As of 2025, the company is advancing its 2030 Carbon Plan. According to the 2023 Sustainability Report, Chopard's total reduced by 2% year-on-year to 21,800 tonnes of CO2 equivalent. Its Swiss facilities operate on 100% renewable electricity, and the Fleurier Ebauches site has maintained Minergie low-energy certification since 2010. The company achieved a 40% reduction in CO2 emissions from building energy consumption between 2013 and 2018, while monitoring volatile organic compounds (VOCs), , and electricity usage to minimize impacts. includes a closed-loop cooling system implemented in 2019 to reduce consumption, alongside assessments of supply chains in water-stressed regions, such as mines in , , where 100% water reuse is practiced. reduction efforts saw over 75% of directed to in 2021, with a 12% decrease in total waste intensity that year, and the of nearly 30 materials. incorporates FSC-certified paper, textiles, and PEFC wood, with wooden boxes using water-based varnishes and recyclable components. Additionally, by the end of 2023, all steel watches, including bracelets and cases, incorporated 80% recycled Lucent Steel™, rising to at least 90% by 2025. Socially, Chopard prioritizes employee welfare, diversity, and , guided by its Diversity and Inclusion Policy to foster a reflecting varied cultural backgrounds, genders, generations, and abilities. Since 1989, it has operated apprenticeship schools in , , and Fleurier to train future artisans in watchmaking and jewelry professions, ensuring knowledge preservation and ethical working conditions. The company engages employees through training programs focused on , equality, and awareness. Philanthropic efforts include long-term partnerships, such as support for the All Hands and Hearts – Smart Response since 2009, where proceeds from Happy Hearts jewelry fund school rebuilding in disaster areas, and donations to the Leukemia Foundation since 1988 via L.U.C XP watch sales for research. Chopard also founded the Alpine Eagle Foundation to protect Alpine ecosystems and supports biodiversity initiatives through collaborations like the WWF's Tigers Alive Initiative from 2010 and the Swiss Better Gold Association since 2017. In supply chains, it promotes by sourcing 100% ethical gold since 2018—defined as gold from sources meeting international environmental and social standards—and partnering with artisanal miners, including Colombian "barequeros" for traceable gold. Awareness-raising includes hosting the 2018 Ethical Gold Symposium and ongoing work with the Green Carpet Challenge to advance in the luxury sector.

References

  1. https://www.chopard.com/en-us/our-history.html
  2. https://www.chopard.com/en-us/cannes-film-festival.html
  3. https://revolutionwatch.com/gphg-2024-full-list-winners/
  4. https://signemagazine.com/watches/chopard-shines-at-gphg-2024-jewellery-watch-and-eco-innovation-prizes/
  5. https://www.forbes.com/sites/natalierobehmed/2014/04/15/chopards-karl-scheufele-joins-luxury-billionaire-ranks/
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  7. https://www.fratellowatches.com/a-brief-history-of-time-chopards-watchmaking-history-part-one-1860-1997/
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