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Valleys and wooded mountains with rays of suns reflected in a lake Valleys and wooded mountains with rays of suns reflected in a lake


A Responsible Business Model

In 2013, Chopard embarked on The Journey to Sustainable Luxury, a journey driven by a sense of profound humility and by an ambitious commitment to creating a positive difference. “The jewelry industry is known for its environmental and social challenges but as a family owned business, Chopard has always striven to operate in a manner that is respectful of people and the environment. Over the years, these values have become increasingly tangible and felt by the company as a whole, leading to the formalization and implementation of our Journey into our business practices and operations. While the final destination may still lay far ahead, each action is one step closer to achieving a better future for our company, our people and the generations to come.

Our Journey to Sustainable Luxury is notably centered around our commitment to protecting and preserving the Earth from which we source our raw materials. We operate according to compliance rules and verified industry standards and practices.

Responsibility means being transparent about our business practices and ensuring that we continually improve them over time. We make sure that environmental, social and business conduct policies are communicated throughout the supply chain, from raw material suppliers to internal employees, through to the communities in which the company operates and ultimately to the consumers who purchase the final products.



Our commitment to sustainability is made possible through an overarching and well-established internal governance structure, based on strong family values, that works to ensure that ethical and responsible principles are integrated throughout the company.

  • The owners, Karl Friedrich Scheufele & Caroline Scheufele, are ultimately accountable for the policies and practices.
  • We have a centralized raw material procurement team, based in Geneva, who works with a dedicated sustainability manager.

The sustainability manager is in direct contact with the senior management team and works hand in hand with the various departments to deploy the corporate sustainability strategy. Our commitment to responsible business is mandated through a series of policies which include business ethics, anti-bribery/corruption and our overall compliance manual.

Our employees, from our workshop artisans who create the pieces to our sales teams who tell the stories of the pieces themselves to the end consumer, are trained in our corporate sustainability strategy and initiatives. As part of our Responsible Jewellery Council Code of Practices certification, this training structure is continually reviewed and monitored, offering additional training for staff in key risk areas such as raw material procurement.

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Opening shot of deep blue background with CHOPARD signature logo. 00:00:03[Image]White writing on black background appears in animation “We believe that the world's most precious creation is, in fact, the planet itself and our duty is to preserve its purity and integrity for the next generations.” SCHEUFELE FAMILY Chopard 00:00:21
Seascape, view of the planet, view of mother and child
In today's world, nobody can remain indifferent to the big questions and challenges of the earth and humanity. We are all responsible and should contribute to the best of our ability. 00:00:35

View of Swiss village then vintage black and white photo of watchmaking founders. Family photo of Chopard family.
 “Chopard, a family maison born more than 150 years ago has assumed this responsibility,” 00:00:42
View of village church steeple with “RESPONSIBILITY” superimposed. View of vintage craftmanship hallmarks. Zoom onto the Chopard manufacture.
“as part of its own identity, values, and tradition. Only a family could so deeply sense the vital need to pass on its quintessential nature. “ 00:00:55
Black screen with text “CHOPARD AND SUSTAINABILITY” Views of the Chopard watchmaking and jewellery workshops with close-ups of artisans making watches and setting stones, close-up of tools, watches and jewellery. The word “ORIGINS” with Swiss logo appears. The words “PEOPLE ORIENTED” superimposed.
“Chopard always remembers its origins in Swiss craftsmanship, where individuals convert their talent into art. The maison has remained true to these roots firmly focused on human beings and their work, passing on this expertise to new generations, along with our resolutely, people-oriented approach, combine in driving our worldwide success.” 00:01:24
Close-up of CHOPARD watch dial with words “EMPLOYEE FIDELITY” superimposed. Views of artisans selecting diamonds, crafting watch parts and jewellery in the workshops. Words “ECO FRIENDLY” superimposed.
“Likewise, we are proud to see our employee fidelity rate rising every year. Our values compel us to maintain an ecological attitude, not only in our buildings, but also by cultivating especially close ties with our artisans and our employees, as well as by promoting our sustainable guidelines.” 00:01:46
Black screen with text “SUSTAINABLE SUPPLY CHAIN”. View of green mountain range and sustainable gold mine. Words “TRACE THE ORIGINS” superimposed with close-ups of gold samples.
“As part of its journey to sustainable luxury and as a responsible jewellery council certified member, Chopard works with partners that trace the origins of raw materials.” 00:02:02
Close-up of watchmaker and finished gold watch, close-ups of watches and diamond and gold jewels.
 “The journey to sustainable luxury is Chopard's commitment to a multi-year program to improve the environment and the lives of those at the very beginning of the supply chain, who are so often forgotten.” 00:02:14
View of South American gold miners, view of inside of mine with miners walking into it. Superimposed words “ARTISANAL MINES”.
“The journey started in 2013, supporting artisanal mines through a strong partnership with the Alliance for Responsible Mining.” 00:02:18
Chopard Gold Palme being smelted and shaped by jeweller. View of gold pellets with “100% ETHICAL GOLD” superimposed. View of gold detail with FAIRMINED engraving. View of Chopard Manufacture building.
 “Chopard's latest commitment is to use 100% responsibly sourced gold in all jewellery and watches from July 2018, the first in the industry to make such a huge and tangible commitment. “ 00:02:38
Black screen with words “PHILANTHROPIC COMMITMENTS” superimposed. View of Opera House. View of José Carreras, view of José Carreras with SCHEUFELE family and “SUPPORT RESEARCH” words superimposed.
“Tenor José Carreras had to interrupt his career as an opera singer due to leukemia. After a successful recovery, he created the foundation bearing his name, which Chopard has been actively partnering since 1991.” 00:03:00
View of school children in villages with Happy Hearts spokeswoman, view of village after earthquake, view of happy children waiving with words “SINCERE COMMITMENT” superimposed.
“In order to support research on this disease, Chopard also works with the Happy Hearts fund, an NGO that helps rebuild schools and children's lives after natural disasters. This is Chopard's sincere commitment.” 00:03:16
Wide view of sand and sea landscape, then zooming onto children running and playing.
 “We believe that the world's most precious creation is, in fact, the planet itself. It is our duty to preserve its purity and integrity for the next generations. 00:03:28
Screen with CHOPARD signature logo fades to black.



At Chopard, it is critical for us to focus our attention and resources on the areas of greatest concern to the business and stakeholders, and on which we have the greatest opportunity of creating a positive impact. We are continuously engaging with relevant stakeholders to understand their concerns and values, as well as ensuring that we are addressing wider global issues. Because issues are constantly evolving, this is an ongoing process.

Our sustainability strategy is based on a materiality assessment in line with current international best practices. This approach allows us to strategically view key risks and opportunities, and to devise and implement programs and targets to address them. Our sustainability priorities can be broadly segmented into four categories:

  • Responsible sourcing
  • Environmental management
  • Investing in our people
  • Commitment and awareness

Moutains covered by grass and jungle trees, with some clouds floating in the valleys. Moutains covered by grass and jungle trees, with some clouds floating in the valleys.



Since 2010, we have been a proud member of the Responsible Jewellery Council (RJC). By achieving and maintaining certification to the RJC Code of Practices standard set forth in 2012, we can ensure that our business operates in accordance with the requirements of the standard including, but not limited to, respect for human rights, labor rights, environmental protection and product disclosure.

The Responsible Jewellery Council has developed a common platform of standards for the jewelry supply chain and credible mechanisms for verifying responsible business practices through third-party auditing. Through this platform the RJC reinforces consumer confidence in the jewelry industry by promoting responsible practices throughout the supply chain. As a member, we are proud to promote these standards.



Caroline and Karl Friedrich Scheufele are elegantly dressed and looks proud of their travel to sustainable luxury



Aerial view of a deep green forest with huge trees