La Maison Chopard
Our Identity

Passed on from one generation to the next since the Maison was founded, Chopard’s identity has been forged over time, and with the contribution of every member of the family who oversee it. Nowadays, it is this unique Family Spirit that differentiates Chopard in the world of High Jewellery and High Watchmaking. It is evident in every step the Maison takes, along with its hallmarks of Emotion and Generosity.

Chopard’s Independence allows it to support crafts with a glorious past that are a source of great pride today. Together with the impetus provided by the Scheufele Family, this support of its Artisans also drives a boundless Creative Daring that sets the Maison apart. A daring that has led Chopard to pave the way for a new vision of Ethical luxury.

Chopard values
Family spirit

Family is the very heart of Chopard, representing its foundation, 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 firm in an enduring, consistent and fruitful manner. The Family Spirit stands for a sense of tradition, by exemplifying the permanence 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.

Chopard values
Craftsmanship and 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 integration. 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.

Chopard values
Daring and creativity

Daring and Creativity are the source of Chopard’s innovation 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 adventurous attitude and culture of courage.

These values determine its entrepreneurial dimension along with its determination to move ahead to take on fresh challenges, including industrial ventures such as the creation of Chopard Manufacture, and suffuse 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.

Chopard values
Emotion and 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 finest 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 jewellery collection and representing the Maison’s extremely active philanthropic policy. Benevolence, altruism, positivity and generosity undeniably contribute to Chopard’s spirit of openness to the world and to broadening its sphere of influence. Against this background, the Maison has a daily commitment to generating even more emotions.

Chopard values

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 the raw materials it uses as well as production methods – all of which is achievable because of its complete independence and vertical integration.

Within the framework of its Corporate Social Responsibility (CSR) policy and its “Journey to Sustainable Luxury”; the Maison has committed to a partnership with Alliance for Responsible Mining (ARM); use of Ethical Gold; the Green Carpet Collection; the RJC certificate for the Maison and its suppliers; adherence to the Kimberley Process, Minergie, etc.

Chopard is a pioneering leader in this field, thereby testifying to its strong involvement in contemporary matters and its keen awareness of social and environmental issues. The Maison thereby strives to make all its clients aware of the challenges of responsible luxury as well as encouraging the entire profession to improve sourcing and production criteria across the board.

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La maison Chopard