Sincere luxury

Chopard, one of the largest watch and jewellery companies in the world, resembles no other. It’s a singular brand, always independent, with multiple identities, anchored in Switzerland and Germany, and between Geneva and the Jura watchmaking region. Its history is intimately tied to the talents of two families. Firstly, the Chopards, who founded the brand in Sonvilier (BE) in 1860, before settling in Geneva in 1937. Second, the Scheufeles, originally from southwestern Germany, who acquired the company in 1963, giving it new dimension when it was modernized by Karl Scheufele III. The company then reached for the stars under the leadership of his children, Caroline and Karl-Friedrich, Co-Presidents and visionary leaders since 2001.

Karl-Friedrich leads the brand’s watchmaking divison, and integrated the production of the movements into the company, despite the industry trends moving in the opposite direction. As an early investor in Chopard’s manufacturing sector, he designed his first sport watch at only 22 years old (the St. Moritz, the inspiration behind the Alpine Eagle), and as a lover of vintage cars, he created the Mille Miglia collection. Now a cornerstone for Chopard, the Mille Miglia was born from a partnership (the longest of its kind!) with the celebrated Italian car race, which Karl-Friedrich has participated in every year since 1989. All of these integral decisions reveal a profound vision and desire, as the company’s Co-President explains, he “never bets on short term profits, but rather focuses on continuity, independence, progress, and the authenticity required to express a unique watchmaking spirit for the next 25 years — and beyond.”

Meanwhile, in 1985, it was Caroline who built out the company’s jewellery divison, initially creating a jewellery line inspired by the brand’s free floating “Happy Diamonds” watch concept. But she was also behind another key brand partnership that brought Chopard exceptional visibility: in 1997, she convinced the director of the Festival de Cannes to redesign the Palme d’Or prize. As such, since 1998, Chopard has been responsible for manufacturing these coveted trophies, an echo of the stars on the red carpet who sparkle spectacularly, often wearing Chopard creations. This beautiful brand history has also forged the company’s strong commitment to sustainability.”

Responsible luxury
It all began in 2011, when Caroline met Livia Firth, wife of British actor Colin Firth. An advocate for environmentally-responsible fashion, Livia inquired about the provenance of Chopard’s gold… and Caroline could not answer. She knew the names of the banks that provided it, but not the origins of the metal itself. The Co-President and her brother set out to tackle the challenge. To ensure ethical sourcing of their materials, the company began collaborating with initiatives like Fairmined, Swiss Better Gold, and the Responsible Jewellery Council (RJC). Then, in 2014, the Palme d’Or was forged entirely of Fairmined gold for the first time — a small revolution in the worlds of goldsmithing and jewellery-making. Now, since 2018, all of Chopard’s watches and jewellery have been made using ethical gold and set with precious gems that are RJC certified. Additionally, as of 2023, the company has committed to using only steel that contains at least 80% recycled materials (a brand-exclusive alloy called Lucent Steel), which will increase to 95% by 2025.

A Genevan beacon… with a few surprises!
Even though the jewellery is designed in Germany, in Pforzheim, and the watch movements are made in Fleurier, Chopard’s headquarters are actually located in Geneva. The Meyrin office houses multiple departments and workshops, notably those responsible for melting gold (which is unusual in the industry), watch case and bracelet fabrication, and the assembly and fine-tuning of all watches certified to bear the Poinçon de Genève (The Geneva Seal). The Chopard boutique in town can also be found at #27 rue du Rhône.

Even more unexpected, Karl-Friedrich has also been investing in wines — another of his passions — since the 1990s. Any Genevan who appreciates a top-quality cru knows about the Caveau de Bacchus (#5 Cours de Rive): the exclusive distributer in French-Switzerland of the highly-sought-after Domaine Romanée Conti wines. Karl-Friedrich even went so far as to acquire the Château Monestier La Tour (in Bergerac, France), and restored the domain and surrounding landscapes to promote polyculture in harmony with the natural environment.

Another surprise is found just a few kilometres from Geneva: The Alpine Eagle Foundation. Co-founded by Karl-Friedrich, the foundation aims to reintroduce the white-tailed eagle into its natural habitat. A project that also ties back to the Chopard Alpine Eagle collection, which features watch dials that resemble an eagle’s iris.

What’s next for Chopard? The coming years look bright, as the next generation of Scheufeles are already heavily involved, ready to take the baton and faithfully carry this family’s exceptional values into the future.

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