Chopard is a prominent Swiss luxury watchmaker and jeweler with a history spanning over 160 years. The company was founded in 1860 by Louis-Ulysse Chopard, a young watchmaker who established his workshop in Sonvilier, a town in the Swiss Jura region. Originally specializing in high-precision pocket watches and chronometers, the brand gained international acclaim for its craftsmanship, even supplying timepieces to the court of Tsar Nicholas II of Russia.
A significant turning point in the brand’s history occurred in 1963 when Paul-André Chopard, the founder’s grandson, sold the company to Karl Scheufele III. Scheufele, a watchmaker and jeweler from Pforzheim, Germany, sought to merge his jewelry expertise with Swiss horological tradition. Under the stewardship of the Scheufele family, Chopard has remained one of the few large-scale luxury brands that is still independently owned and operated, characterized by a vertically integrated production model that includes its own gold foundry.
Watch enthusiasts are often drawn to Chopard for its blend of technical innovation, artisanal finishing, and commitment to ethical luxury. In 1996, the brand established the Chopard Manufacture in Fleurier to develop and produce its own high-precision mechanical movements. The brand is also recognized for its “Journey to Sustainable Luxury,” committing to using 100% ethical gold across its production since 2018.
The brand’s horological reputation is anchored by several key collections. The L.U.C collection, named after the founder, represents the pinnacle of Chopard’s watchmaking, featuring movements that often carry prestigious certifications like the Geneva Seal and the Fleurier Quality Foundation label. Notable models include the L.U.C 1860 and the L.U.C Full Strike, a highly decorated minute repeater.
For sports watch enthusiasts, the Alpine Eagle collection, introduced in 2019, offers a modern interpretation of the 1980 St. Moritz watch, utilizing Lucent Steel and high-frequency movements. The Mille Miglia series further highlights the brand’s connection to automotive culture, serving as the official timekeeper for the historic Italian open-road endurance race. Additionally, the Happy Diamonds collection remains an iconic part of the brand’s identity, featuring patented free-moving diamonds that slide between two sapphire crystals.
