Chopard is a Swiss based luxury watch, jewelry, and accessories company founded in 1860 by Louis-Ulysse Chopard at the age of 24. Chopard initially concentrated on developing precise pocket watches and chronometers
Chronometer watch
A chronometer watch is a specific type of watch tested and certified to meet certain precision standards. In Switzerland, only timepieces certified by the COSC may use the word 'Chronometer' on them....

 based upon innovative ideas. Chopard is regarded as a manufacture
Manufacture d'horlogerie
Manufacture d'horlogerie is a French horological term of art that is also used in English. In horology, the term is usually encountered in its abbreviated form manufacture. This term of art is used when describing either a wrist watch movement/watchworks fabricator or its products...

, in other words that they make many of their watches and movements in-house rather than using the base movements (ebauches) of other manufacturers. Chopard, which also has production facilities in Fleurier, is one of four participating brands in the Fleurier Quality Foundation (together with Bovet, Parmigiani and Vaucher), which certifies a very high level of quality to manufactured watches ( The "Qualité Fleurier" standard is meant to compete with the Geneva standards such as the exclusive Geneva Seal manufacturing standard.


In 1920 Chopard relocated to Geneva and launched into the production of quality watches.

In 1963 the Chopard Company was taken over by the young goldsmith and watchmaker Karl Scheufele, after Paul-Andre Chopard, the last master watchmaker who maintained the horological roots of the family, was forced to give up the business since his sons, following other careers, refused to manage the business. Paul-Andre agreed to sell the business to Karl Scheufele, who as the new head of the company, gained significant experience with watchmaking and jewelry making. He contributed to modernization of the company and added the jewelry segment into the Chopard watch production.

In 1975 the Chopard factory moved from the center of Geneva
Geneva In the national languages of Switzerland the city is known as Genf , Ginevra and Genevra is the second-most-populous city in Switzerland and is the most populous city of Romandie, the French-speaking part of Switzerland...

 to Meyrin-Geneva. It marked a new stage for the
company as it started producing ladies' and jewelry timepieces. In 1976 Chopard introduced the Happy Diamonds collection. Watches from the collection featured mobile diamonds that floated freely between two transparent sapphire crystals.

In 1980 the Chopard Company debuted with sports watches on leather straps. The range of Happy Diamonds watches was enlarged by jewelry pieces. The first Chopard boutiques were opened in Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...

, Geneva and Vienna
Vienna is the capital and largest city of the Republic of Austria and one of the nine states of Austria. Vienna is Austria's primary city, with a population of about 1.723 million , and is by far the largest city in Austria, as well as its cultural, economic, and political centre...

 in the 1980-s.

In 1988 Chopard established the cooperation with the Mille Miglia
Mille Miglia
The Mille Miglia was an open-road endurance race which took place in Italy twenty-four times from 1927 to 1957 ....

, an annual Italian
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...

 rally where vintage and classic cars take part. To mark the partnership, Chopard has maintained the tradition of developing a new special edition Mille Miglia timepiece every year.

The Chopard Happy Sport collection appeared in 1993.

In 1996, the Chopard Company opened its independent movement factory in Fleurier
Fleurier was a municipality in the district of Val-de-Travers in the canton of Neuchâtel in Switzerland. On 1 January 2009, the former municipalities of Boveresse, Buttes, Couvet, Fleurier, Les Bayards, Môtiers, Noiraigue, Saint-Sulpice and Travers merged to form Val-de-Travers.The Nobel...


Also in 1996, after years of planning and development, the first Chopard in-house movement of the late 20th century was produced, the calibre 1.96, encased in the "1860" hunter-back case, named for the historical origins of the manufacture. This was to be the flagship watch of Chopard, their re-entree as it were to manufacture status, and Chopard spared no effort with it. Only 300 of the 1860 hunter-back units are known to have been produced. However, the calibre 1.96 was incorporated into later iterations of the 1860 watch without the hunter-back. Many of these 1860 watches, called "16/1860/2" and "16/1860/3" and all without hunter-backs, were produced. The calibre 1.96 achieved a level of design and finish that set it apart and qualified it as haute horlogerie in many ways. It was stamped with the Geneva Seal which is a designation reserved for the highest level of construction and finish, incorporated a 22k micro-rotor into a very thin (3.3 mm) movement and with a unique bi-directional winding mechanism, had twin mainspring barrels allowing for a 65 hour power reserve, a breguet overcoil hairspring and a swan-neck micro regulator. It had 32 jewels and ran at 28,800 beats per hour. It was found to be a highly accurate movement. The calibre 1.96 was in many ways a ground-breaking movement for Chopard. Walt Odets wrote a comprehensive technical review of the 1.96 movement (see link below). It has been referred to as perhaps the finest Swiss automatic movement now produced.

In 1998 the Company partnered with the annual Cannes International Film Festival. In 2000 the beginning of the new millennium was marked by the introduction of the Chopard L.U.C Quattro watch, powered by a technically advanced caliber with four barrels - an innovation that provided 9-day power reserve.

In 2001 the horology world was joined by the Chopard L.U.C Tonneau watch powered by the first-ever tonneau-shaped self-winding movement with off-centered micro-rotor. In 2002 Chopard new Golden Diamonds concept enlarged the jewelry range.

In 2003 the Chopard Tourbillon
In horology, a tourbillon is an addition to the mechanics of a watch escapement. Developed around 1795 by the French-Swiss watchmaker Abraham-Louis Breguet from an earlier idea by the English chronometer maker John Arnold a tourbillon aims to counter the effects of gravity by mounting the...

 watch enlarged the Manufacture's L.U.C. range and the Happy Spirit collection was born. In 2004 the Company unveiled the L.U.C. Regulateur watch and the Butterfly jewelry pieces collection. In 2005 ,Chopard presented the Copacabana and Golden Diamonds collections and introduced the L.U.C. Lunar 1. The brand became a part of the sailing world, having initiated the Grand Prix Chopard Decision 35 sailing regatta.

In 2006 the company celebrated the 30th anniversary of Happy Diamonds watch collection and the 10th anniversary of the movement factory in Fleurier.

Mr. Scheufele is still the president of the Chopard Company. He has kept the Company as a family business. In the 1990s his children joined the business. Caroline Scheufele is the head of the jewelry division, while Karl-Friedrich manages the watchmaking department.

Chopard holds three production sites located in Geneva, Fleurier in Switzerland and Pforzheim
Pforzheim is a town of nearly 119,000 inhabitants in the state of Baden-Württemberg, southwest Germany at the gate to the Black Forest. It is world-famous for its jewelry and watch-making industry. Until 1565 it was the home to the Margraves of Baden. Because of that it gained the nickname...

 in Germany. The Company has organized its products distribution through 13 subsidiaries placed all over the world. In addition, the brand has opened over 90 brand boutiques.

By 2007, the United States has Chopard boutiques in New York City, Beverly Hills and Costa Mesa, California, Bal Harbour and Palm Beach, Florida,and Old San Juan, Puerto Rico. A ninth boutique will open in Boston in 2008 and in San Francisco in 2008 as well. There are hundreds of Chopard Authorized retailers in the United States, and thousands worldwide in every major world city like in Kuala Lumpur
Kuala Lumpur
Kuala Lumpur is the capital and the second largest city in Malaysia by population. The city proper, making up an area of , has a population of 1.4 million as of 2010. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 million...


Watch collections

The Chopard Company has developed a variety of watch collections, including quartz
Quartz is the second-most-abundant mineral in the Earth's continental crust, after feldspar. It is made up of a continuous framework of SiO4 silicon–oxygen tetrahedra, with each oxygen being shared between two tetrahedra, giving an overall formula SiO2. There are many different varieties of quartz,...

 and mechanical timepieces, gem-set and technically complicated models, classic and sporty ones. The list of the leading Chopard collections is the following: Mille Miglia, L.U.C., Happy Diamonds, Happy Sport, Happy Spirit, Classiques, Your Houre, La Strada and Haute Horlogerie.

Chopard Mille Miglia watch collection comprises mechanical timepieces of sporty style. These timepieces appeared as a result of the brand's partnership with Italian car rally, the Mille Miglia. The Chopard Happy Sport ladies' collection features timepieces that unite sporty style with precious stones and bright colors. The L.U.C collection features massive sporty-styled chronometers and elegant classy men's watches.


Chopard has contributed to the development of medical research, taken part in different charitable events and helped a number of foundations, including the Elton John AIDS Foundation. Chopard has continuously cooperated in fight against AIDS
Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...

 with Sir Elton John
Elton John
Sir Elton Hercules John, CBE, Hon DMus is an English rock singer-songwriter, composer, pianist and occasional actor...

 who established the foundation in 1993 and still holds the post of its Chairman. The brand launches limited-edition Elton John watches to benefit the foundation. Chopard co-sponsors the charity events annually held by the foundation - Elton John AIDS Foundation Oscar Party, White Tie & Tiara Ball and An Enduring Vision.

Caroline Scheufele, presently the co-president of Chopard worldwide, is responsible for supporting other charity organizations such as the International José Carreras
José Carreras
Josep Maria Carreras i Coll , better known as José Carreras , is a Spanish Catalan tenor particularly known for his performances in the operas of Verdi and Puccini...

 Foundation involved in the fight against leukemia
Leukemia or leukaemia is a type of cancer of the blood or bone marrow characterized by an abnormal increase of immature white blood cells called "blasts". Leukemia is a broad term covering a spectrum of diseases...

 and the Sabrina foundation for sick children. The Sheufele family is also involved with The Prince Charles of Wales foundation donating timeless Chopard pieces as a symbol of their dedication to the Prince's cause .


  • The Chopard Company and New York
    New York
    New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...

     William Goldberg
    William Goldberg (diamond dealer)
    William Goldberg was an American diamond dealer and the founder of the William Goldberg Diamond Corporation.-Biography:Goldberg was born December 22, 1925 in Brooklyn, New York City. He started cutting diamonds in 1948, but found that his aptitude lay with buying and selling diamonds rather than...

     Diamond Corporation have established a close partnership. William Goldberg is found among the major suppliers of precious stones worldwide.

William Goldberg Diamond Corporation is responsible for recreating a classic diamond cut named the Ashoka
Ashok Maurya or Ashoka , popularly known as Ashoka the Great, was an Indian emperor of the Maurya Dynasty who ruled almost all of the Indian subcontinent from ca. 269 BC to 232 BC. One of India's greatest emperors, Ashoka reigned over most of present-day India after a number of military conquests...

. The cut is based on the distinguished original Ashoka diamond that represented a 41.37 carats (8.3 g) D flawless diamond. The gem inherited its name after Ashoka Maurya, the Hindu
Hindu refers to an identity associated with the philosophical, religious and cultural systems that are indigenous to the Indian subcontinent. As used in the Constitution of India, the word "Hindu" is also attributed to all persons professing any Indian religion...

 warrior-emperor. It was mined in southern India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...

. The diamond is special for its unique cut and superior aesthetic characteristics received legendary status over the years. The William Goldberg Ashoka trademarked was patented by William Goldberg Corp. in 2000.
In 2006 Chopard initiated the production of a new line of luxury watches set with Ashoka diamonds to be supplied by William Goldberg Diamond Corp. The new Chopard Ashoka Watch Collection will comprise six timepieces set with the rare diamonds,crimeajewel.
  • Member of the American Watch Guild

Chopard at Cannes Festival

The partnership between the Chopard Company and the Cannes Film Festival
Cannes Film Festival
The Cannes International Film Festival , is an annual film festival held in Cannes, France, which previews new films of all genres including documentaries from around the world. Founded in 1946, it is among the world's most prestigious and publicized film festivals...

 started in 1997. It was initiated by the meeting between Caroline Gruosi-Scheufele, Chopard Co-President, and Pierre Viot, President of the festival. By Viot's request, Mrs. Gruosi-Scheufele with the team of Chopard master craftsmen redesigned the Golden palm award. The Palme d'Or redesigned by Chopard was unveiled on May 24, 1998.

The partnership between Chopard and the Cannes Film Festival continued with Chopard's introduction of a new award to promote creativity in films. Since 2001, the Chopard Trophy has been awarded to two young actors as Male and Female Revelation of the Year.

During the festivals, for every red carpet, the Chopard Company dresses celebrities in its jewelry pieces and watches. The company employs a staff of over 100 people who work with the stars at a suite of offices at the Carlton Hotel. Chopard is credited in all the magazines covering the event.

To mark the 60th Anniversary of the festival, for the Cannes Film Festival 2007 opening ceremony the Chopard Company developed the Red Carpet Collection in cooperation with Valentino. Caroline Scheufele created 60 high jewellery pieces inspired by the celebrities at Cannes, while Valentino designed ten gowns to complement ten of the company's jewels.

External links

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