Chopard: the Swiss jewelery brand par excellence

Although Switzerland is famous for its watchmaking, it is home to brands that also offer fine jewelry like Chopard whose expertise has given rise to some of the most spectacular pieces in the world.

In the Geneva house renowned for its watchmaking expertise, some of the most spectacular stones imaginable are transformed into fine jewelry of supreme quality.
Founded in 1860 by Louis-Ulysse Chopard, the Chopard brand has created some of the finest timepieces in the world. Its first customers ranged from Tsar Nicholas II of Russia to the Swiss railways. During the 19th and early 20th centuries, Chopard and precision watchmaking became synonymous. It wasn’t until the 1980s that the children of then-owner of Chopard, Karl Scheufele, decided to take a chance and add high jewelry to this prestigious watchmaker’s portfolio.

Caroline Scheufele, at the origin of the jewelry collection

Caroline Scheufele, now co-president of the company, was one of those children. His interest in the luxury jewelry market transformed Chopard into the brand it is today. Chopard’s exquisite high jewelry collection is now the cornerstone of the brand’s identity. Lasting collaborations with stars such as Rihanna or Julia Robert and a commitment to sustainable and ethical gemstones presented in the annual Green Carpet collection have given Chopard a global presence in the jewelry sector. It’s an incredible feat for a 162-year-old company whose jewelry business was unheard of 40 years ago.

A remarkable presence at the Cannes Film Festival

On the red carpet, but not only, Chopard is omnipresent during the international cinema event which takes place every year in Cannes. Indeed, the brand adorns celebrities and makes them shine with its spectacular jewelry.
In addition to seeing its Haute Joaillerie collection on great movie stars, Chopard has also been an official partner of the Cannes Film Festival since 1998. It is the Maison de Haute Joaillerie that creates the legendary Palme d’Or and the other trophies presented at the ceremony. There is even a Chopard Trophy rewarding young talents each year.

Sustainable development at the heart of the Maison Chopard

In addition to being a brand known and recognized for its timepieces and fine jewelry, Chopard also conveys great values. Thus, since 2013, Chopard has been a responsible company.
The luxury jewelry house has made a long-term commitment by starting a long Journey to Sustainable Luxury. What is it about ? A big change in the world of luxury. The environment is now at the heart of Karl-Friedrich and Caroline Scheufele’s concerns.
Thus, 4 points are at the center of Chopard’s strategy for its commitment to sustainable development, from responsible sourcing to raising awareness, including environmental management and investment in its human capital.

The Green Carpet collection, between glamor and ethics

In order to support its project, the Green Carpet collection reflects the commitment made by Chopard nearly 10 years ago. The gold and precious stones in her jewelry and even the leather used in her handbags are all fair trade.
At the time Caroline Scheufele explained:

“Our journey to sustainable luxury spans our entire business. It begins with these Swiss craftsmen who, thanks to their traditional knowledge and know-how, have been creating our most beautiful jewels and our most beautiful watches for more than a century. The Chopard factory is therefore very proud to continue this tradition and expand it by supporting the COODMILLA cooperative in the mountainous region of southwestern Colombia.

All materials featured in Green Carpet Collection designs are Eco-Age rated. Thus, diamonds, emeralds or even opals are carefully selected. Maison Chopard hopes, by setting an example, to use its influence to raise public awareness of the challenge of sustainable development.

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Chopard: the Swiss jewelery brand par excellence