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 felds; abundant and generous Creativity, that enables each and every individual to fnd the precious objects most attuned to their own nature; and fnally, Ethics. Strongly involved in the strategic choices of the Maison, the Scheufele family believes that grand con-temporary luxury must necessarily be ethical and respon-sible. 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 is independent and highly ver-tically integrated, controlling the entire process from design to distribution. 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 acknowl-edged in the L.U.C collection, a line of exceptional time-pieces 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 watch and jewellery collections, including Mille Miglia, Happy Diamonds, Happy Sport and Ice Cube.
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 the 1000 Miglia car race in Italy since 1988.
FAMILY SPIRIT
Family is the very heart of Chopard, representing its foun-dation, history and contemporary embodiment: it is the hero and herald of the Maison – yesterday, today and tomorrow. The Scheufele family, succeeding the Chopard family, represents the founding myth and unifying symbol of the Maison. Its members express the strength of kinship, solidarity and the ability to develop the frm in an enduring, consistent and fruitful manner. The family spirit stands for a sense of tradition, by exemplifying the per-manence of the company origins, throughout its history and in the present; across several generations. This same spirit epitomises the human dimension governing both internal and external relations.
CRAFTSMANSHIP & INDEPENDENCE
The Maison’s independence has guided its development strategy since its founding, an approach made possible by a family shareholding structure. This is expressed through the watch industry’s highest level of vertical inte-gration. Everything sold by Chopard is made in one of its three production sites, a unique phenomenon within the profession. This policy goes hand in hand with a culture of craftsmanship.
Today, more than 50 skills are mastered within the workshops of the Maison, including some of the rarest and the most complex. They enable a freer and more innovative creative expression, combined with a constant quest for excellence, thereby guaranteeing the highest standard of quality.
AUDACITY & CREATIVITY
Audacity and creativity are the source of Chopard’s inno-vation and originality. They meet and merge when work and inspiration combine as a driving force, underpinning the perseverance and determination shown in the vibrant day-to-day life of the Maison, its winning and adventur-ous attitude and culture of courage.
These values determine the entrepreneurial dimension along with determination to move ahead to take fresh challenges, including industrial ventures such as the creation of Chopard Manufacture, they sufuse the artistic dimension, which embraces heritage while constantly looking to the future, guided by the tastes, passions and talents of the Scheufele Family.
Through a dynamic approach to cutting-edge Research & Development, which serves to explore and develop processes and materials that are unprecedented on the market, Chopard’s creative audacity drives a new technical dimension.
EMOTION & GENEROSITY
Impelled by a boundless passion for beauty and life, Chopard conveys a unique emotional dimension through the spirit of the Maison itself as well as in its precious objects. This applies as much to the wearer as the giver. Pleasure and Joie de Vivre are an inherent part of the Maison and ensure that Chopard creations consistently radiate positive energy, thus accompanying customers in the fnest moments of their lives.
This recognition of intrinsic personal value as well as that of others is symbolised by the heart, that iconic Chopard motif enlivening the Happy Hearts collection and representing the Maison’s extremely active phil-anthropic policy.
Benevolence, altruism, positivity and generosity undeni-ably contribute to Chopard’s spirit of openness to the world and to broadening its sphere of infuence. Against this background, the Maison has a daily commitment to generating even more emotions.
ETHICS
For Chopard, genuine luxury is synonymous with ethics as well as with environmental and social responsibility at all levels of its activity and with regard to its employees, its suppliers, its customers and indeed the planet itself.
The Maison adopts an ethical approach to its activities that involves controlling the origin of its raw materials as well as its production methods – all of which is achiev-able because of its complete independence and vertical integration. As part of its Corporate Social Responsibility (CSR) policy and its ‘journey to sustainable luxury’, Chopard has entered into several responsible mining part-nerships and has committed to using ethical gold only. The Maison has been certified by the Responsible Jewellery Council (RJC) for several years and incorpo-rates sustainable practices into both its entities and supply chains.
As a pioneering leader in this field, Chopard testifies to its strong involvement in contemporary matters and its keen awareness of social and environmental issues.The Maison works to raise customer awareness and makes a strong commitment to ensuring that the jewellery and watch industry improves its impact and transparency in its supply chains.
CHOPARD DIAMONDS
Behind the radiance of diamonds lies an indefinable mystery. That of eternal perfection forged by nature and set according to the Chopard criteria of excellence. The most brilliant of the precious stones is inalterable and also the hardest of them all. Both in selecting and fash-ioning diamonds, Chopard rises to the challenges implied by their exceptional nature.
Te “4 Cs”
Chopard prides itself in working exclusively with the fnest rigorously selected diamonds. The quality of the stones is defned by a combination of four criteria in accordance with the international “4 Cs” terms of reference: Carat, Colour, Clarity and Cut. The distinctive approach of the Geneva-based manufacturer, along with its innate elegance and unique expertise, naturally imply a ffth C – standing for Chopard.
Carat
The weight of a precious stone is measured in carats, which are equivalent to 0.20 grams. In ancient times, carob seeds were used to weigh diamonds and the etymology of the modern carat stems from this name and this practice. For 0.30 carats and over, Chopard offers a wide variety of carat weights for its solitaire diamonds. While the price of a diamond increases according to its carat weight, it is the combination with the other Cs that endows it with its full beauty and value.
Colour
The quality of a diamond is also determined by its whiteness. The rarest stones are absolutely colourless and transparent. The chromatic shades of white diamonds are referenced according to an international scale widely used in the profession and ranging from the letter D designating exceptional white to Z for a tinted colour. Chopard selects its diamonds from the fnest colours.
Clarity
Formed over periods estimated in millions of years and subjected to extreme temperatures and pressures, diamonds are the work of nature. It is during this crystal-lisation process that inclusions are formed in the stone. The clarity of a diamond refers to the number, the size and the nature of these elements. Appraised by a pro-fessional under a 10x loupe, stones are classified into 11 ofcial categories, among which Chopard focuses on those ofering exceptional purity.
Cut
A diamond reveals its full radiance through the way it plays with the light, its manner of capturing and refect-ing it. Cutting it optimises its brilliance, its fre and its scintillation. Of the “4 Cs”, cut is one of the main quality parameters and the only one infuenced by the human hand. It calls for the experience of a highly qualifed artisan who reveals the beauty of the diamond by faceting it to the ideal proportions.
Diamond shapes
To magnify their beauty, diamonds have been presented in many diferent shapes and cuts throughout history. Since 1919, the brilliant-cut comprising 58 facets has been the most widespread traditional round shape. There are however a number of other “fancy cuts” that are featured in Chopard collections: brilliant, princess, emerald, radiant, heart, Asscher, oval, marquise, pear, cushion, square and Ashoka. Their names sometimes refect the geometrical shape of the diamond, although without revealing all their mysteries and hinting at a sparkling imaginary world.
Diamond fuorescence
Some diamonds may emit a soft coloured glow when they are exposed to ultraviolet (UV) rays. This reaction is known as fluorescence and is only visible during the exposure to this energy source. Fluorescence varies in intensity and may be graduated on a scale defned as: none, faint, medium, strong and very strong.
This information is mentioned on the certifcates of our diamonds. As a general rule, Chopard works only with diamonds featuring a degree of fuorescence classifed as “none” and “faint”. Each stone is individually selected so as to present only the most beautiful and highest-quality gems.
Happy Diamonds
Happy Diamonds mobiles are subject to the laws of gravity and normal wear and tear. It may therefore occur that Happy Diamonds mobiles move in a diferent way throughout the life of your Chopard product. Happy Diamonds mobiles that fall, cease to spin continuously or move diferently in any way from the time of purchase are not considered to be a manufacturing defect.
TIPS ON CARING FOR
YOUR JEWELLERY
For the maintenance of your jewellery models, we invite you to entrust them regularly to an authorised Chopard service centre when you note that they have lost their lustre or that their surface appears to have deteriorated.
More specifcally with regard to jewellery models with moving elements (such as diamonds, gold letters, etc.) ftted between two sapphire crystals, we advise avoiding any contact with alcohol-based products (fragrances, creams, etc.), immersion in fresh water or salt water, since these products are not guaranteed water-resistant.
As far as pearls are concerned, we recommend cleaning them with a soft cloth, as well as regularly restringing them. We advise you to avoid the use of soap or deter-gents as well as any contact with cosmetic products, perfumes and hairspray.Pearls do not react well to ultrasound machines nor to exposure to the sun or to a source of heat, which might cause the mother-of-pearl to dry out and crack. To preserve your pearls in the best possible condition, store them separately from other jewellery.
AUTHENTICITY
To guarantee the authenticity of each model, whatever the collection, an individual series number is engraved on each of them and recorded in our company archives.
