June 01st 2012

Chopard at the Mille Miglia 2012 race


Since 1988, Chopard is main sponsor and official timekeeper of the Mille Miglia, acknowledged by connoisseurs as the most beautiful race in the world – «la corsa più bella del mondo ». This year again, we celebrated this milestone in the year in the most beautiful way.

On May 16th, a gala dinner imagined by renowned Italian Chef Carlo Cracco took place at Hotel Palazzo Arzaga, near Brescia. Among our guests were famous Spanish tenor José Carreras, legendary racer Jacky Ickx and his wife, singer Khadja Nin.

The next morning, our Co-President Karl-Friedrich Scheufele and his wife Christine Scheufele roared away to Brescia under a bright sun in a Ferrari 750 Monza followed by Karl Scheufele and Albert Carreras in a Mercedes-Benz 300 SL. As a family company, founded in 1860, Chopard has always regarded this partnership as much more than a passive commitment, and the Scheufeles have personally participated every year in the 1000-mile race from Brescia to Rome and back.

In the evening of May 17th, 385 cars took off for the 1000 miles leading them to Rome and back to Brescia, in the presence of Sir Stirling Moss, living legend of the Mille Miglia. Formerly a speed trial from 1927 to 1957, it is now the worldwide rendezvous for devotees of collectors cars. Each year in May, several hundred aficionados come to take part in this three-day event.

This prestigious historical car competition also continues to inspire what has become a watchmaking classic. In 1988, it was Karl-Friedrich Scheufele who came up with the idea of developing a Mille Miglia chronograph. He was convinced that enthusiasts of beautiful automobiles have a natural weakness for fine timepieces and vice-versa. This year was no exception to the tradition as we unveiled the new Mille Miglia 2012.