7 / Chopard

Chopard, a Benchmark for Luxury Swiss Watches and Jewellery Chopard is a Swiss luxury watch, jewellery and accessories manufacturer founded in 1860 by Louis-Ulysse Chopard (1836-1915) in Sonvilier, in the Bernese Jura, Switzerland. The founder initially focused on designing precision pocket watches and chronometers. He is only 24 years old. The quality and precision of its timepieces enabled it to quickly earn a solid reputation. He quickly realized that his customers were looking for ultra-thin and extremely precise pocket watches, suitable for everyday use. In 1885, he became the supplier of watches for the “Tir Fédéral” and the “Compagnie des chemins de fer suisses”. He also counted in his clientele Nicholas II (1868-1918), last Emperor of Russia (1882-1917). Between 1914 and 1917, Louis-Ulysse’s son, Paul-Louis (1859-1940), gradually took over the factory. In 1920, Paul-André (1898-1968), grandson of the founder takes over the management of the company and moves it to La Chaux-de-Fonds, in the Neuchâtel mountains. In 1937, Chopard moved to Geneva, an internationally renowned watchmaking centre. Paul-André continues the family tradition there. In 1963, the Scheufele family, owners of the German jewellery store Karl Scheufele & Sons, acquired Chopard. Karl Scheufele (III), his wife, Karin, and their son, Karl-Friedrich Scheufele (born in 1958), bring a new vision to the brand and transform it into a world-renowned watch and jewellery house. In 1976, the “Happy Diamonds” collection brought an innovative touch to the theme of watches set with diamonds. These unique moving diamond watches, featuring diamonds capable of moving freely between two sapphire crystals, became one of the House’s signature creations. In 1980, convinced of the success of a steel watch signed Chopard, Karl-Friedrich Scheufele, 22 years old, designed the “St. Moritz” model: a sport-chic watch in stainless steel, to wear in all circumstances. In 1985, the drawing of a clown with a stomach full of diamonds and moving coloured stones propelled Caroline Scheufele (born in 1961) into the world of design. The “Happy Clown” becomes the Maison’s mascot and inaugurates the first jewellery collections at Chopard. In 1996, Karl-Friedrich Scheufele founded “Chopard Manufacture” in Fleurier, entirely dedicated to the production of high-precision Swiss watch movements. In 2000, Chopard presented a world first: the “L.U.C Quattro” watch, fitted with the “L.U.C 1.98” calibre, fitted with four barrels (two sets of two superimposed barrels patented under the name of L.U.C Quattro® Technology), giving the watch a power-reserve of nine days. In 2016, one of its most innovative complicated watches was launched: the “L.U.C Full Strike”, a minute-repeater made from ethical gold – winner of the “Aiguille d’Or” at the Grand Prix d’Horlogerie de Genève (GPHG) in 2017. In 2019, Karl-Friedrich Scheufele reinterprets the “St. Moritz”, his first horological success, in a new collection inspired by nature: the “Alpine Eagle” watch. Under the leadership of the Scheufele family, Chopard experienced significant expansion and positioned itself as a high-end luxury brand. The Chopard house is distinguished by its expertise in watchmaking, its exceptional jewellery know-how and its commitment to innovation and creativity. Over the years, Chopard has expanded into various product lines, including men’s and women’s watches, fine jewellery, fashion accessories and fragrances. The brand is known for its attention to detail, use of premium materials and sleek design. Chopard is also committed to social and environmental responsibility. In 2013, the brand launched the concept of “Joie de Vivre” as a central philosophy of the company, which translates into sustainability initiatives and support for humanitarian causes. Today, Chopard is an internationally recognized luxury brand, present throughout the world with prestigious boutiques. It continues to embody watchmaking excellence, jewellery creativity and a commitment to ethical and sustainable values. -- Key Dates • 1860: foundation of the Chopard house by Louis-Ulysse Chopard in Sonvilier (Bernese Jura), Switzerland. • 1920: Paul-André Chopard takes over the management of the company and moves it to La Chaux-de-Fonds (Neuchâtel mountains), Switzerland. • 1963: the Scheufele family acquires Chopard. Karl Scheufele (III) becomes the director of the company. • 1974: Chopard creates its jewellery division to complement its horological expertise. • 1976: Chopard launches the “Happy Diamonds” watch, which becomes one of the brand’s emblematic models. • 1996: Karl-Friedrich Scheufele opens his movement manufacture to ensure total control over the production of his movements. • 1998: Chopard becomes an official partner of the Cannes Film Festival and creates the Palme d’Or, the festival’s most prestigious award. • 2000: Chopard unveils the “L.U.C 1.98” movement, equipped with four barrels. • 2013: the brand launches the concept of «Joie de Vivre» as a central philosophy of the company, which translates into sustainability initiatives and support for humanitarian causes. -- Iconic models and current collections • “Happy Diamonds”: this collection has become iconic for its moving diamonds floating between two sapphire crystals. Launched in 1976, it has become a symbol of Chopard’s creativity and innovation. • “St. Moritz”: this collection is a line of elegant and versatile watches that was launched in the early-1980s. These watches were appreciated for their timeless style and functionality. • “Mille Miglia”: this collection is a line of watches inspired by the car race of the same name. Launched in 1988, this collection combines elegance and sport, paying homage to Chopard’s passion for motor sports. • “L.U.C”: this collection is a range of prestigious watches fitted with manufacture movements. Launched in 1996, this collection emphasizes fine watchmaking and Chopard’s exceptional craftsmanship. • “L.U.C Quattro”: this model is a watch with a manual-widing movement and an exceptional power-reserve thanks to its four barrels. It was introduced in 2000, demonstrating Chopard’s technical expertise. • “Classic Racing”: this collection is a line of sports watches that draws its inspiration from the world of racing cars. Launched in 2002, this collection combines bold style, function and performance. • “L.U.C. All-in-One”: this technically advanced watch offers a variety of horological complications, including a perpetual calendar, minute-repeater, tourbillon and chronograph function. --