Chopard
Swiss luxury watch, jewellery and accessories brand known for mechanical watchmaking, high jewellery and the Happy Diamonds collection.
Last updated November 4, 2026
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Overview
Chopard is a privately owned Swiss luxury manufacturer and retailer specializing in watches, jewellery and related accessories. The company traces its origins to 1860, when Louis-Ulysse Chopard established a watchmaking business in Sonvilier in the Swiss Jura. His early commercial insight was that a finished watch could be marketed more profitably than a movement alone, a principle that helped establish the company as a maker of complete timepieces rather than merely a component supplier. After Louis-Ulysse Chopard died in 1915, the business passed to his son Paul-Louis and grandson Paul-André. During this period it concentrated on pocket watches and ladies’ wristwatches. Operations moved to La Chaux-de-Fonds in 1921 and then to Geneva in 1937. The Geneva relocation enabled the company’s movements to pursue Geneva Seal certification, an important marker of regional high-end watchmaking. Paul-André Chopard assumed control in 1943. A decisive transition came in 1963, when Paul-André sold the business to Karl Scheufele III, a German goldsmith and watchmaker from Pforzheim. Scheufele had been looking for a movement manufacturer for his own watch business and subsequently developed Chopard into an integrated luxury house. The Scheufele family continues to own and operate the company, with family leadership associated with both the watchmaking and jewellery sides of the business. Chopard’s modern identity was shaped by product innovation as well as traditional craftsmanship. In 1976, it introduced watches incorporating freely moving diamonds visible beneath sapphire crystal, creating the signature Happy Diamonds concept. During the 1980s, the company broadened its offer with sports watches for men and diamond jewellery for women. Its portfolio now includes high-complication and haute horlogerie pieces under the L.U.C name, jewellery collections, bridal and formal jewellery, accessories, and watches aimed at both everyday luxury and specialist collectors. The company strengthened its manufacturing autonomy in 1996 by establishing a complete watch-movement facility in Fleurier, in the canton of Neuchâtel. The Fleurier site produces movements for the upper end of the range and complements Chopard’s Geneva headquarters and other Swiss operations. This vertical integration is central to the brand’s positioning: Chopard combines the status of a global luxury label with control over selected aspects of design, movement development, production and finishing. Chopard also built visibility through cultural and sporting partnerships. It has been associated with the Mille Miglia classic-car rally since 1988, the Cannes Film Festival since 1998, and the Historic Grand Prix of Monaco as official timekeeper since 2002. Its Cannes relationship includes the Trophée Chopard prize and the production of the Palme d’Or trophy, linking its jewellery expertise with the international film industry. Sustainability and responsible sourcing have become increasingly prominent in Chopard’s communications. The company has promoted the use of ethically sourced gold since 2013 and has used Fairmined-certified gold in selected jewellery and watch projects. Collaborations with actress Marion Cotillard included a Green Carpet Collection bracelet in 2015 and the Ice Cube Capsule jewellery collection in 2020. These initiatives have strengthened the brand’s sustainability narrative, although an environmental assessment published by WWF in 2018 placed Chopard in a below-average category among the Swiss watch and jewellery companies reviewed. Chopard remains a global, privately held luxury house with manufacturing operations in Switzerland and international boutiques and retail distribution. Its principal categories are watches and jewellery, supported by accessories and high-profile event partnerships. The company’s differentiation rests on family ownership, Swiss production, distinctive diamond-led design, high jewellery craftsmanship, mechanical watchmaking and participation in prestigious automotive and film events.
History
Chopard began in 1860, when Louis-Ulysse Chopard founded a watchmaking enterprise in Sonvilier, Switzerland. He recognized the commercial value of selling complete watches and developed a reputation for precise movements. Following his death in 1915, his son Paul-Louis and grandson Paul-André continued the business. The company initially concentrated on pocket watches and ladies’ wristwatches. The business moved to La Chaux-de-Fonds in 1921, providing access to a larger industrial and watchmaking center. In 1937, it relocated to Geneva, where its movements could be associated with the Geneva Seal, a prestigious certification for qualifying movements produced in the canton. Paul-André Chopard became the company’s principal leader in 1943. In 1963, the family sold the company to Karl Scheufele III, a German goldsmith and watchmaker from Pforzheim. Scheufele had sought a movement manufacturer for his own business, but the acquisition became the foundation for Chopard’s transformation into a broader international luxury house. Under Scheufele family ownership, the company expanded beyond traditional watch manufacturing into jewellery, retail and lifestyle-oriented luxury products. A major creative milestone arrived in 1976 with the development of Happy Diamonds watches. Their freely moving diamonds were placed between transparent sapphire surfaces, making movement and light central elements of the design. In the 1980s, Chopard added sports watches and diamond jewellery, thereby addressing both male and female luxury consumers and broadening its commercial identity. Manufacturing integration became a major strategic priority. Chopard moved its Geneva factory from the city center to Meyrin in 1974 and opened a complete movement manufacturing facility in Fleurier in 1996. The Fleurier site enabled the company to develop and produce movements for its high-end L.U.C watches, reducing reliance on third-party movement components for the most prestigious products. The brand’s international profile was reinforced through long-term partnerships. Chopard became associated with the Mille Miglia classic-car rally in 1988 and with the Cannes Film Festival in 1998. At Cannes, it sponsors the Trophée Chopard and produces the Palme d’Or trophy. Since 2002, it has also served as official timekeeper for the Historic Grand Prix of Monaco. These relationships connect the brand’s watchmaking and jewellery capabilities with motorsport heritage, cinema and red-carpet culture. Chopard marked its 150th anniversary in 2010. Reference material for that period described a global business with substantial sales, a worldwide store network and significant Swiss employment, although those historical financial estimates are not treated here as current figures. The company has also participated in the Federation of the Swiss Watch Industry. Responsible sourcing has become an important part of Chopard’s public positioning. The company has promoted ethically and sustainably sourced gold since 2013 and has used Fairmined-certified materials in selected projects. Marion Cotillard’s 2015 Green Carpet Collection bracelet and 2020 Ice Cube Capsule were prominent examples. At the same time, WWF’s 2018 industry assessment placed Chopard in the lower-midfield category for environmental performance, showing that sustainability claims and independent assessments have not always conveyed the same level of progress. Today, Chopard remains a privately held Swiss luxury house controlled by the Scheufele family. Its Geneva headquarters and Fleurier manufacturing operations support a portfolio spanning mechanical and quartz watches, high horology, sports watches, jewellery, high jewellery and accessories. The company’s distinctive position combines Swiss craftsmanship, family ownership, diamond-focused design, international retail and visibility through major cultural and motoring events.
- 2013
Ethical gold becomes part of the brand program
[1]Chopard began publicly promoting ethically and sustainably sourced gold.
- 2010
Chopard celebrates its 150th anniversary
[1]The company marked 150 years of watchmaking and reported a broad international retail presence.
- 2002
Historic Grand Prix of Monaco partnership begins
[1]Chopard became official timekeeper of the Historic Grand Prix of Monaco.
- 1998
Cannes Film Festival partnership begins
[1]Chopard became a partner of the Cannes Film Festival and took responsibility for the Palme d’Or trophy.
- 1996
Fleurier movement facility opens
[1]The company established an integrated movement manufacturing facility in Fleurier.
- 1988
Mille Miglia partnership begins
[1]Chopard became associated with Italy’s Mille Miglia classic-car rally.
- 1976
Happy Diamonds is introduced
[1]Chopard launched watches featuring freely moving diamonds beneath sapphire crystal.
- 1963
The Scheufele family acquires Chopard
[1]Karl Scheufele III purchased the company from Paul-André Chopard.
- 1937
Chopard relocates to Geneva
[1]The Geneva move supported access to Geneva Seal certification for qualifying movements.
- 1921
Operations move to La Chaux-de-Fonds
[1]The company relocated to the larger watchmaking center of La Chaux-de-Fonds.
Products and positioning
Swiss luxury watchmaking and high jewellery with a blend of family ownership, in-house craftsmanship, distinctive diamond design and cultural or automotive associations.
Jewellery watches · 1976
Happy Diamonds
Happy Diamonds is Chopard’s signature concept built around diamonds that move freely between transparent sapphire surfaces. Introduced in 1976, the design turns the stones into kinetic elements rather than fixed decoration. The concept has been applied across watches and jewellery and remains one of the clearest visual identifiers of the brand.
Mechanical watches
L.U.C
L.U.C is Chopard’s high-end mechanical watch line, named after the company’s founder, Louis-Ulysse Chopard. The collection is associated with in-house movements developed and manufactured through the company’s Fleurier capabilities. It represents Chopard’s traditional haute horlogerie offer, including refined dress watches and technically sophisticated complications.
Sports watches · 1988
Mille Miglia
Mille Miglia watches draw on Chopard’s long association with the Italian classic-car rally of the same name. The line uses automotive-inspired styling and sports-watch construction while preserving the brand’s emphasis on mechanical watchmaking. It serves as a central bridge between Chopard’s watch business and its historic motoring partnerships.
Watches
Happy Sport
Happy Sport is a Chopard watch family associated with the brand’s moving-diamond design language. It combines a watch format with freely shifting diamonds beneath the crystal, translating the original Happy Diamonds idea into a broader contemporary collection.
Jewellery
Ice Cube
Ice Cube is a geometric jewellery collection based on cuboid forms and architectural lines. The collection has also been used for sustainability-focused initiatives, including the Ice Cube Capsule designed with Marion Cotillard and made with Fairmined-certified gold and diamonds.
High jewellery
Green Carpet Collection
The Green Carpet Collection is a Chopard high-jewellery initiative emphasizing traceable and responsibly sourced materials. It has featured pieces made with Fairmined-certified gold and has provided a platform for collaborations with public figures, including Marion Cotillard.
Controversies
2019
Solid 21 filed trademark litigation against Chopard entities over the RED GOLD mark
Solid 21 sued Chopard USA and Chopard & Cie in the U.S. District Court for the Southern District of New York, alleging trademark infringement connected with Chopard watch marketing using the RED GOLD mark. The claims were later voluntarily dismissed with prejudice in 2020.
2019
RED GOLD trademark dispute
Solid 21 brought trademark infringement claims involving Chopard USA and Chopard & Cie over use of the RED GOLD mark in watch marketing. The case was voluntarily dismissed with prejudice in 2020, according to the federal docket.
2016
Chopard sued over the loss of jewelry intended for the Grammy Awards
Chopard brought a lawsuit against courier company Ferrari Express after a shipment of jewelry intended for a celebrity appearance at the Grammy Awards was stolen from a delivery vehicle in Los Angeles. Reports described the shipment as containing dozens of pieces and valued it at approximately $15 million; that figure is reported litigation-related value rather than a verified company financial result.
2016
Litigation over stolen Grammy jewelry shipment
Chopard sued courier Ferrari Express after jewelry intended for a Grammy Awards appearance was reportedly stolen from a delivery vehicle. The dispute concerned alleged handling and security failures during transport and was reported as involving jewelry valued at approximately $15 million.
Marketing campaigns
- 2020Ice Cube Capsule
International
Marion Cotillard designed a seven-piece Ice Cube Capsule using Fairmined-certified ethical gold and diamonds.
Outcome. The capsule extended Chopard’s sustainability-focused jewellery storytelling.
- 2015Green Carpet Collection collaboration with Marion Cotillard
International
Marion Cotillard designed a bracelet for Chopard’s Green Carpet Collection using Fairmined-certified ethical gold.
Outcome. The collaboration linked red-carpet visibility with Chopard’s responsible-sourcing message.
- 2002Historic Grand Prix of Monaco
Monaco · International
Chopard became official timekeeper of the Historic Grand Prix of Monaco, extending its connection with classic motorsport.
Outcome. The event partnership complemented the Mille Miglia relationship and reinforced the brand’s automotive heritage.
- 1998Cannes Film Festival partnership
France · International
Chopard began its partnership with the Cannes Film Festival, sponsoring the Trophée Chopard and producing the Palme d’Or trophy.
Outcome. The relationship strengthened Chopard’s visibility in international cinema, celebrity culture and high jewellery.
- 1988Mille Miglia partnership
Italy · International
Chopard became a corporate partner of the Mille Miglia classic-car rally and developed an enduring association between its sports watches and historic motoring.
Outcome. The partnership became a long-running pillar of Chopard’s automotive positioning.
Brand decisions
1996
Build integrated movement manufacturing in FleurierStrategyBackground
Before the Fleurier facility, Chopard’s movements had been assembled from third-party components.
Action taken
Chopard established a complete watch-movement manufacturing facility in Fleurier.
Aftermath
The facility supported greater technical autonomy and the development of high-end L.U.C watches.
1976
Launch the Happy Diamonds designProduct launchBackground
Chopard sought a distinctive design concept that could combine watchmaking with jewellery appeal.
Action taken
The company introduced watches with freely moving diamonds enclosed beneath sapphire crystal.
Aftermath
Happy Diamonds became a defining Chopard design signature and was subsequently extended across watches and jewellery.
1963
Sell the company to Karl Scheufele IIIM&ABackground
Paul-André Chopard had no children seeking to continue the business, while Karl Scheufele III was looking for a movement manufacturer for his watch operation.
Action taken
Paul-André Chopard sold the company to Scheufele.
Aftermath
The acquisition placed Chopard under Scheufele family ownership and created the basis for its development as an international luxury watch and jewellery house.
Recent events
- Unconfirmed
Reported
Chopard sponsors the Mille Miglia race[5]
Chopard sponsored the Mille Miglia race, which featured vintage cars traveling through Italy. The article says Chopard had sponsored the event for 34 consecutive years.
- Unconfirmed
Reported
Chopard launches the Alpine Eagle watch collection[6]
Chopard launched the Alpine Eagle, a new watch collection described as a reimagining of its St. Moritz collection.
Sources6 sources
- 1Choparden.wikipedia.org
- 2Chopard official websitechopard.com
- 3Solid 21 filed trademark litigation against Chopard entities over the RED GOLD markcourtlistener.com
- 4Chopard sued over the loss of jewelry intended for the Grammy Awardstmz.com
- 5萧邦赞助 Mille Miglia 千里赛chinatimes.com
- 6Chopard推出Alpine Eagle腕表系列esquireme.com
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