13 April 2018
Chopard leads the watch and jewellery industry with a major and unique announcement: by July 2018, Chopard will use 100% Ethical Gold in its jewellery and watch creations.
This year, at Baselworld, long term supporters and friends of Chopard; Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang came to champion the gold landmark announcement, made by Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele, in front of a packed audience at Baselworld Watch and Jewellery Fair. Speaking at the event, the Co-Presidents outlined how they were able to achieve this milestone.
Chopard defines “Ethical Gold”as gold acquired from responsible sources, verified as having met international best practice environmental and social standards. From July, 2018 Chopard gold will be responsibly sourced from one of two traceable routes:
In order to further increase its contribution in artisanal gold miners’ improvement initiatives and therefore contribute to a further growth of volumes of ethically extracted gold, Chopard joined SBGA (Swiss Better Gold Association) in 2017. Speaking at the press conference Karl Friedrich Scheufele, Co-President of Chopard said: ”We are incredibly proud of being able to say that from July 2018 all of our gold will be purchased from responsible sources”. Chopard’s vision is to increase, as much as it possibly can, the proportion of artisanal gold the Maison buys as it becomes more available on the market. Today Chopard is the largest buyer of Fairmined gold. “It is a bold commitment, but one that we must pursue if we are to make a difference to the lives of people who make our business possible.”
“We have been able to achieve this because more than 30 years ago, we developed a vertically integrated in house production, and invested in mastering all crafts internally, from creating a rare in-house gold foundry as early as 1978, to the skills of high jewellery artisans and expert watchmakers.” Chopard watches and jewellery are beautifully crafted in-house, this means the Maison is in the unique postion to be able to guarantee control of all processes; from manufacturing to final product, therefore controlling the gold used in its products.
Continuing the conversation Caroline Scheufele, Co-President and Creative Director of Chopard said: “As a family run business, ethics have always been an important part of our family philosophy. Naturally, we have always put ethics at the heart of the values of Chopard. “True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing programme. As Creative Director of the brand, I am so proud to share the stories behind each beautiful piece to our customers and know they will wear these stories with pride”.
As part of Chopard’s commitment to ethical gold, new High Jewellery Green Carpet Collection pieces presented at Baselworld are exclusively made from Fairmined gold, as well as the High Horlogery L.U.C Full Strike watch and the Happy Palm watch.
The Journey to Sustainable Luxury has been paved with important milestones, starting with the launch of the Green Carpet Collection supported by Eco-Age in May 2013 at the Cannes Film Festival in full swing: the first glamorous step to turn the red carpet green. A year later, Chopard cast a new spell on the French Riviera with the beauty of the first ever Palme d’Or crafted from Fairmined gold. In March 2014, Chopard introduced a world first at Baselworld with the L.U.C Tourbillon QF Fairmined, a high horological timepiece made of Fairmined gold. Along the Maison’s responsible journey, a new partnership with Swiss gold refinery company PX Précinox SA was announced in 2015, establishing the first commercial export route for Fairmined Gold from Bolivia. In 2016, Chopard took its engagements to the next level with the creation of a unique partnership with Gemfields. All these steps opened the way to today’s 100% ethical gold commitment.
Two sculptural jewellery sets crafted from diamond lacework enrich the Green Carpet Collection, telling a tale of rethinking beauty and aiming for a fairer world. Rendered more precious by the ethical issues it encompasses, two stunningly beautiful necklaces and two pairs of earrings will join the exquisite pieces added each year to this collection, synonymous with authentic elegance.
Adorned in a fabulous gold dress, another shooting star prepares to steal the spotlight at the Cannes Film Festival. First Chopard timepiece made of 18-carat ethical yellow gold certified Fairmined, the Happy Palm Métiers d’Art watch shines an ethical light and incarnates Chopard’s love for Cinema. Its five moving diamonds and creative mobile palm dance endlessly at the uncompromising rhythm of Chopard’s in-house 96.23-L mechanical movement.
The obsession for pristine geometry will invade urban spirits once again, with new additions to the iconic Ice Cube collection. Graced with a disruptive aesthetic, the multi-facetted pieces combine 18-carat rose and white gold in bold creations including a light and graphic bangle, asymmetrical earrings, and necklaces reflecting the Maison’s ongoing commitment to offer responsible creations. In 2017, Ice Cube became the first fine jewellery collection to be made from 100% ethical gold.
Known for its crystal-clear sound striking time on transparent sapphire gongs, the legendary L.U.C Full Strike adopts a new colour this season. Freshly interpreted in handsome shades of grey and adorned in an 18-carat white Fairmined gold dial, the Winner of the Aiguille d’Or 2017 epitomizes the best of Chopard Manufacture expertise and inventiveness. First minute repeater of the Maison, this exceptional timepiece houses a substantial number of technical solutions that make it one of the most innovative on the market.
Thank you for supporting Chopard in its Journey to Sustainable Luxury!