Chopard Watches

Chopard dates back to its founding in 1860 by Louis-Ulysse Chopard. It creates fine Swiss watches that were able to achieve the Geneva Seal certification. Today, owned by the Scheufele family, the independent watch brand is a fully integrated manufacture in Neuchatel and creates its own movements and watches across categories that include Mille Miglia (vintage auto inspired), Happy Diamonds (with floating diamonds), and the L.U.C series of complicated watches. It is a pioneer in the world of sustainable and responsibly sourced gold and other materials.

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History of Chopard

Since its establishment in 1860, Chopard has emerged as one of the world’s most prestigious and beloved luxury brands, where passion, creativity, and family values converge to create exceptional timepieces and jewelry. With a rich heritage spanning over a century, the Swiss-based company has become synonymous with exquisite craftsmanship, timeless elegance, and extraordinary innovation. 

Chopard was founded by Louis-Ulysse Chopard, a talented artisan watchmaker, in the small Swiss village of Sonvillier. Initially specializing in pocket watches and precision chronometers, Chopard quickly gained a reputation for exceptional quality and precision. The brand’s commitment to excellence led to its rapid expansion, with a growing number of discerning clients seeking out its timepieces.

In 1963, Chopard entered a new era when the Scheufele family, renowned for their expertise in watchmaking and jewelry, acquired the company. Karl Scheufele III and his wife, Karin, breathed new life into Chopard, preserving its heritage while infusing it with a modern vision. Under their guidance, Chopard expanded its offerings to include exquisite jewelry collections alongside its world-renowned watches, cementing its status as a complete luxury brand. Chopard’s exceptional creations have garnered worldwide acclaim and numerous prestigious awards. The brand’s watches are renowned for their precision and technical mastery, often featuring intricate complications and innovative designs. Chopard’s jewelry, on the other hand, dazzles with its exceptional gemstones, meticulous craftsmanship, and distinctive aesthetic.

Creative Brilliance and Red Carpet Glamour

Throughout the years, Chopard has become synonymous with the glitz and glamour of the red carpet. The brand’s captivating creations have adorned numerous celebrities and prominent figures at prestigious events, including the Cannes Film Festival. Chopard’s Red Carpet Collection, launched in 2007, showcases the brand’s creativity and exceptional craftsmanship. Each year, the collection unveils a limited series of unique and breathtaking jewelry pieces, combining rare gemstones, intricate designs, and unparalleled artistry.

Innovation and Ethical Practices

Chopard has consistently pushed boundaries in terms of innovation and sustainable practices. In 2013, the brand made a significant commitment to ethical luxury by launching “The Journey to Sustainable Luxury.” Chopard became the first luxury watch and jewelry company to use 100% ethical gold in its creations, ensuring that every piece is responsibly sourced. This groundbreaking initiative was a testament to Chopard’s dedication to social and environmental responsibility.

Who Owns Chopard?

Chopard is still owned and managed by the Scheufele family. Karl-Friedrich Scheufele and his sister, Caroline Scheufele, are the co-presidents of Chopard. Karl-Friedrich oversees the technical and production aspects of the company, while Caroline serves as the artistic director, responsible for the design and creative direction. The Scheufele family’s ownership ensures that Chopard remains a privately held, independent luxury brand, maintaining the family’s commitment to craftsmanship, innovation, and the brand’s long-standing heritage.

Fun Fact

Chopard is its long-standing connection with the Cannes Film Festival. Chopard has been the official partner and sponsor of the festival since 1998, providing exquisite jewelry and watches for the event. However, Chopard’s involvement goes beyond mere sponsorship. The brand created the Palme d’Or, the prestigious award given to the festival’s best film. Crafted in ethical 18-karat gold, the Palme d’Or represents Chopard’s dedication to both exceptional craftsmanship and sustainable luxury. The partnership between Chopard and the Cannes Film Festival highlights the brand’s close association with the world of cinema and its commitment to supporting artistic excellence.

Chopard Watch Collections

Happy Sport

The Happy Sport collection is a true embodiment of Chopard’s playful and whimsical spirit. Introduced in 1993, these timepieces feature the brand’s signature moving diamonds, floating freely between two sapphire crystals. The blend of luxurious materials, such as stainless steel, gold, and diamonds, with the dynamic presence of dancing diamonds, creates a unique and captivating aesthetic.


The L.U.C collection represents the pinnacle of Chopard’s watchmaking expertise. Named after Louis-Ulysse Chopard, these timepieces showcase exceptional craftsmanship, mechanical precision, and refined design. The collection features intricate complications, including chronographs, tourbillons, and perpetual calendars, crafted with meticulous attention to detail and a commitment to horological excellence.

Alpine Eagle

Inspired by the beauty of the Swiss Alps, the Alpine Eagle collection is a testament to Chopard’s commitment to sustainable luxury. Introduced in 2019, these timepieces combine steel and precious metals in a distinctive design reminiscent of an eagle’s eye. The collection features COSC-certified movements, making them both stylish and highly accurate.

L’Heure du Diamant

L’Heure du Diamant is a collection that celebrates the timeless allure of diamonds. These exquisite timepieces showcase Chopard’s expertise in haute joaillerie, combining diamonds and precious gemstones with elegant watchmaking. The watches feature delicate diamond-set dials, sparkling bezels, and intricate bracelet designs, resulting in a captivating blend of beauty and precision.


The IMPERIALE collection is a tribute to the majestic elegance of imperial Roman design. These watches exude sophistication and femininity with their refined details and gentle curves. The collection offers a range of styles, from simple and understated to intricately embellished models, all reflecting Chopard’s commitment to luxurious craftsmanship and attention to detail.

Happy Diamonds

The Happy Diamonds collection is synonymous with Chopard’s iconic moving diamonds concept. Introduced in 1976, it revolutionized the world of jewelry and watches by incorporating freely moving diamonds in a transparent case. The collection showcases a playful and joyful aesthetic, with diamonds dancing and twinkling with every movement.

Mille Miglia

The Mille Miglia collection pays homage to the historic Italian road race of the same name. These sporty yet elegant timepieces capture the spirit of classic car racing with their bold designs and automotive-inspired details. The collection features chronographs and GMT models, often adorned with racing-inspired motifs and vibrant colors, reflecting Chopard’s passion for precision and performance.