the Artisan of Emotions since 1860
Since its founding in 1860, Chopard has perpetuated a heritage of artisanal skills and traditional crafts by shaping contemporary creations synonymous with emotions. Guided by a resolutely positive vision of life, the Maison celebrates the precious moments of accomplished men and women around the world for whom watches and jewellery are a perpetual extension of their own joie de vivre.
In line with its vision, Chopard acts through the prism of three central elements: craftsmanship, ensured by the work of passionate Artisans who are experts in their respective fields; abundant and generous creativity, that enables each and every individual to find the precious objects most attuned to their own nature; and finally, ethics. Strongly involved in the strategic choices of the Maison, the Scheufele family believes that grand contemporary luxury must necessarily be ethical and responsible. It was for this reason that in 2013 Caroline and Karl-Friedrich Scheufele, co-presidents, launched the Journey to Sustainable Luxury, leading in 2018 to an announcement of the Maison to commit to use 100% ethical gold in producing all its watches and jewellery.
Today, the family Maison employs more than 2,000 people worldwide. It is independent and highly vertically integrated, controlling the entire process from design to distribution through 15 subsidiaries, 1,200 points of sale and more than 160 dedicated boutiques.
Over 50 different crafts are practised in three manufacturing sites with a strong emphasis on in-house training and transmission. Chopard’s expertise in Fine Watchmaking is acknowledged in the L.U.C collection, a line of exceptional timepieces crafted for contemporary gentlemen. The company is highly recognized for Haute Joaillerie creations such as its Red Carpet Collection, Green Carpet Collection and the exceptional Garden of Kalahari Collection. Chopard has also built its reputation on iconic collections of watch and jewellery like “Happy Diamonds”, “Happy Sport” and “Mille Miglia”.
Nurtured by the emotions of the Scheufele family members who have led, and continue to lead Chopard, the Maison has been a faithful partner to the Cannes Film Festival since 1998 as well as classic racing events, such as the Mille Miglia in Italy and the Grand Prix de Monaco Historique. Chopard is also Porsche Motorsport’s official timing partner.