Brand Guide
Chopard:
jewelry, speed
and independence
In a sector dominated by large groups, Chopard is still a family-owned house. A rare choice in contemporary luxury — and a guarantee of identity that can be felt in every watch produced in Geneva.
1860: From Switzerland to the Conquest of Geneva
Louis-Ulysse Chopard founded his manufacture in 1860 in Sonvilier, in the Swiss Jura, specializing in precision movements for pocket watches. For almost a century, the brand grew steadily, building a reputation based on technical quality and reliability.
The turning point came in 1963, when Karl Scheufele — a German goldsmith with roots in high jewelry — bought the manufacture and moved it to Geneva. With him came a new DNA: that of jewelry. Chopard stopped being just a movement factory and became a complete maison, capable of building watches that are also jewels.
Today, Chopard is still entirely owned by the Scheufele family — with Caroline and Karl-Friedrich leading the women's and men's divisions, respectively. A family management that guarantees a consistency of vision difficult to replicate in an industrial group.
This dual nature — watchmaking manufacture and high jewelry maison — is the key to understanding the brand. Chopard is neither just a watchmaker nor just a jeweler. It is both things together, with results that in some cases have redefined the boundaries between the two worlds.
The Great Watch Families
Happy Sport
Launched in 1993 by Caroline Scheufele, it is one of the most revolutionary women's watches of the twentieth century. The diamonds that float freely between the two sapphire crystals of the dial are a unique technical and aesthetic stroke of genius. Playful, precious, unmistakable.
Iconic · FeminineMille Miglia
Since 1988, Chopard has been the official partner of the Mille Miglia, the historic Italian car race. The eponymous collection is dedicated to motoring enthusiasts — sports chronographs with dials reminiscent of vintage racing car dashboards.
Racing · MasculineImperiale
Elegance in its most direct form. Clean lines, round case, refined bracelet — the Imperiale is the Chopard watch for those looking for something classic and precious, without distracting decorative elements. The most sober and formal version in the catalog.
Classic · FormalL.U.C
The brand's high-end mechanical watchmaking line, dedicated to its founder Louis-Ulysse Chopard. In-house manufactured movements, refined complications, finishes at the level of the great names in haute horlogerie. It is Chopard's answer to those seeking technical depth beyond aesthetic beauty.
Haute Horlogerie · ManufacturedChopard's strength lies precisely in this consistent variety: a brand that speaks with the same authority to the woman looking for a wrist jewel, to the motoring enthusiast, to the collector of fine mechanics.
Sustainable Luxury as a Choice of Value
In recent years, Chopard has consistently pursued a concrete commitment to sustainability — particularly in gold sourcing, with the Fairmined certified ethical gold program. It is not greenwashing: it is a structural choice that has changed the brand's production chain and is reflected in the perceived value of each piece.
What it means to buy from LuxuryInStock
The Chopard watches available in our stock come from authorized Italian dealers with unsold inventory. They are new, never worn pieces, complete with original box and documents, with an active official brand warranty. Chopard is a brand with high list prices, often perceived as out of reach — stock is a concrete opportunity to take home an authentic and guaranteed piece at significantly more advantageous conditions.
For those who have always loved Chopard's dual nature — jeweler and watchmaker — without ever finding the right moment to purchase, LuxuryInStock's inventory offers that rare window: certified quality, documented origin, real price.
