Renowned for its creativity, state-of-the-art technology and the virtuosity of its artisans, Chopard has become one of the leading names in the luxury Swiss watch and jewellery industry. Discover the Maison’s spectacular journey under the impetus of the Scheufele family, from 1860 to the present day.

Chopard’s independence, made possible through a family shareholding structure, affords them the luxury of making decision that puts craftmenship, innovation and excellence at the forefront.  

Guided by a resolutely positive worldview, the Maison celebrates cherished moments experienced by those accomplished women and men for whom watches and jewellery are an extension of their own emotions. Cultivating boundless Creativity, which allows any individual to find precious objects within its collections in harmony with their own nature. Chopard nurtures the ultimate degree of fine Craftsmanship through the work of passionate Artisans who are experts in their respective fields of competence.


The Scheufele family are indeed champions and trailblazer in the journey to sustainable luxury. Chopard is committed to being transparent to ensure that their high-quality materials are responsibly sourced.


Since July 2018, the Maison is the first luxury watchmaker-jeweller to use 100% Ethical gold in the production of all its watches and jewellery.

The Maison supports artisanal and small-scale gold mining involving millions of men and women working as individuals, in family groups or coopératives. Responsibly extracted gold from artisanal and small-scale mines are essential as it allows Chopard to have full traceability from mine to market, while contributing to a positive socio-economic and environmental impact.


The utilisation of recycled steel - Lucent Steel™- marks the Maison’s multi-year project towards championing the use of responsible steel. The Alpine Eagle is the first watch to be made using Lucent Steel™.  

By the 2025, Chopard targets tht 90% of all their steel watches, including bracelets and cases will be made using recycled steel. This initiative will allow the Maison to significantly reduce its CO2 emissions related to steel production.   


The diamond sector has undergone significant transformations over the past 15 years. Today, the Kimberley Process has been successful in virtually eliminating conflict diamonds from the market. It now embodies the most successful international consensus agreement in terms of regulating diamond mining. In the same vein, the Responsible Jewellery Council has provided effective standards and codes of practice for the industry to self-regulate.

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