What Chopard does

Chopard is a Swiss luxury watchmaker and jeweller founded in 1860, headquartered in Geneva and privately held by the Scheufele family since 1963 (co-chaired today by Karl-Friedrich and Karl Scheufele). The maison operates across two pillars: haute horlogerie watch collections (L.U.C, Happy Sport, Alpine Eagle, Mille Miglia, Happy Diamonds, IMPERIALE) and high jewellery (Red Carpet, Animal World, Precious Lace, Caroline's Dreams, The Queen of Kalahari, Insofu), plus accessories including eyewear, fragrances, and writing instruments. Manufacturing is vertically integrated at the Fleurier facility, where proprietary L.U.C movements are produced and Poingon de Genève certifications are earned; notable technical components include the Lucent Steel™ alloy, the floating-diamond Happy Diamonds sapphire case construction, and métiers d'art executions such as straw marquetry dials using rye straw from Burgundy.

The business model combines direct-to-consumer distribution through an owned boutique network spanning 38+ countries (anchored by a 1 Place Vendôme flagship), DTC e-commerce, and selective licensing (notably eyewear with De Rigo). Pricing spans entry-level watches at roughly €7,000-€13,000, mid-range timepieces at €20,000-€23,000, fine jewellery from €2,500-€9,000, and bespoke haute joaillerie sold through in-boutique consultation. Marketing is event-driven and concentrated on prestige cultural platforms: Chopard has been the Official Partner of the Cannes Film Festival since 1998 and partner of the Mille Miglia rally since 1988, supplemented by celebrity ambassador programs and amfAR philanthropy. The company differentiates through 100% ethical gold sourcing (Fairmined/RJC certified since 2018) and multiple GPHG award wins, serving high-net-worth individuals, watch collectors, and aspirational consumers in emerging markets including India (where two new boutiques are planned for 2026).

Name

Chopard

Legal name

Chopard

Website

https://chopard.fr

Company type

Private

Founded year

1860

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Chopard is a Swiss luxury watchmaker and jeweller founded in 1860 and privately held by the Scheufele family. It serves high-net-worth individuals and collectors globally through owned boutiques, e-commerce, and prestige-event marketing anchored by its Cannes Film Festival partnership since 1998.

Ownership category

akta.pro rank

Product category

Luxury Watches and Fine Jewellery

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

High Jewelry & Haute Joaillerie (CRAKAAAE)

akta.pro secondary industries

Fine Jewelry Sets & Collections (Parures/Matched Sets) (CRAKAAAF), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)

Keywords

• Luxury watchmaking
• Fine jewellery
• Haute horlogerie
• High jewellery
• Swiss watchmaking

Headquarters

HQ city

Saint-honoré

HQ country

France

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Luxury Watch Sales: Chopard generates revenue through designing and selling Swiss luxury watches across multiple collections including L.U.C, Happy Sport, Alpine Eagle, Mille Miglia, Happy Diamonds, and IMPERIALE, ranging from entry-level to haute horlogerie complications.
2. Fine and Haute Joaillerie: High jewelry collections including Red Carpet creations, Animal World, Precious Lace, The Queen of Kalahari, Caroline's dreams, and Insofu, featuring precious metals, diamonds, and colored gemstones, sold at premium price points.
3. Accessories: Product line extension including sunglasses (licensed through De Rigo), perfumes, leather bags, small leather goods, scarves, writing instruments, cufflinks, key chains, and clocks.
4. Eyewear Licensing and Collaboration: Collaboration with De Rigo for limited-edition eyewear collections inspired by Chopard's jewelry heritage, sold through premium retail channels and at events like Cannes Film Festival.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Chopard designs, manufactures, and sells Swiss luxury watches (collections such as L.U.C, Happy Sport, Alpine Eagle, Mille Miglia, Happy Diamonds, IMPERIALE, L'Heure du Diamant) and fine and high jewellery (Ice Cube, Happy Hearts, Red Carpet, Precious Lace, Animal World, Caroline's Dreams, The Queen of Kalahari, Insofu), alongside accessories including haute parfumerie, sunglasses, writing instruments, leather goods, and table clocks. Products are sold through owned boutiques, e-commerce, licensed eyewear partners, and AR activations, with 100% ethical gold used across all pieces since 2018.

Product overview

Chopard is a Swiss luxury maison founded in 1860, specializing in high-end watches and fine jewellery. The product portfolio is organized into two core pillars: watch collections (Happy Sport, Alpine Eagle, L'Heure du Diamant, Mille Miglia, L.U.C, Happy Diamonds, IMPERIALE) and jewellery collections (Happy Hearts, Ice Cube, Happy Diamonds, L'Heure du Diamant, Precious Lace). Above these sits High Jewellery featuring exceptional collections including Red Carpet, Animal World, The Queen of Kalahari, Caroline's Dreams, and Insofu. The brand also offers accessories including haute parfumerie, writing instruments, sunglasses, leather goods, and clocks. Chopard is distinguished by its commitment to ethical sourcing, using 100% ethical gold across all products since 2018, and its association with prestigious events including the Cannes Film Festival (Official Partner since 1998) and the Mille Miglia car rally.

Differentiator

Problem solved

Functional benefit

Brands

• Happy Diamonds: Iconic collection featuring floating diamonds between two crystal sapphire plates
• Happy Sport
• Alpine Eagle
• L.U.C
• Mille Miglia
• IMPERIALE
• Ice Cube
• Happy Hearts
• L'Heure du Diamant
• Precious Lace
• The Queen of Kalahari
• Caroline's Dreams
• Animal World
• Insofu

Products and services

• Happy Sport watches Iconic Chopard watch collection featuring the signature moving diamonds between two sapphire crystals, designed for women who appreciate sporty elegance.
• Alpine Eagle watches Contemporary sports watch collection inspired by the Alpine eagle and Swiss Alps, crafted in Lucent Steel with ethical gold and featuring bold proportions and integrated bracelets.
• L'Heure du Diamant watches Elegant collection bridging watchmaking and high jewellery, featuring ethically sourced diamonds set in rose or white gold with sophisticated dial designs.
• Mille Miglia watches Racing-inspired watch collection created in partnership with the Mille Miglia historic car rally since 1988, combining Italian motorsport heritage with Swiss precision timekeeping.
• L.U.C watches High horology watch collection named after founder Louis-Ulysse Chopard, featuring in-house manufactured movements at Fleurier with Poinçon de Genève certification.
• Happy Diamonds watches Signature watch collection featuring free-moving diamonds that dance between two sapphire crystals, originally created in 1976.
• IMPERIALE watches Majestic women's collection inspired by imperial grandeur, featuring bold designs with floral motifs and precious gemstones for a powerful, regal aesthetic.
• Happy Hearts jewellery Feminine jewellery collection combining heart-shaped elements with dancing diamonds, expressing joy and generosity with philanthropic associations.
• Ice Cube jewellery Geometric jewellery collection featuring cube-shaped links in ethical gold, offering a modern, architectural aesthetic suitable for everyday luxury.
• Precious Lace high jewellery Exceptional high jewellery collection inspired by delicate lacework, featuring intricate diamond patterns and floral motifs representing the ultimate in fine craftsmanship.
• Animal World high jewellery High jewellery collection celebrating the animal kingdom with exquisite pieces featuring animal motifs crafted from precious metals and gemstones.
• The Queen of Kalahari high jewellery Exclusive high jewellery collection centred around exceptional diamonds from the Kalahari mine, featuring spectacular centre stones with remarkable quality.
• Caroline's Dreams high jewellery Artistic high jewellery collection expressing creative director Caroline Scheufele's most ambitious dream designs, pushing boundaries of imagination and craftsmanship.
• Insofu high jewellery High jewellery collection featuring the rare Insofu emerald, a spectacular 6,225-carat emerald crystal from Zambia, inspiring extraordinary bespoke creations.
• Red Carpet Collection Annual high jewellery collection created exclusively for the Cannes Film Festival, featuring one-of-a-kind pieces designed for celebrity red carpet appearances.
• L.U.C Grand Strike watch Exceptional grand complication watch featuring a striking mechanism with minute repeater, representing the pinnacle of Chopard's watchmaking expertise.
• L'Horloge de Table Ruche (Beehive table clock) Exceptional table clock inspired by beehive architecture, showcasing intricate craftsmanship and decorative arts techniques including marquetry and engraving.
• L.U.C straw marquetry dial watch Haute horlogerie timepiece featuring a straw marquetry dial crafted from rye straw sourced in Burgundy and arranged in honeycomb motifs, exemplifying Chopard's métiers d'art craftsmanship.
• L.U.C Qualité Fleurier 20th Anniversary Edition Limited anniversary edition of the L.U.C Qualité Fleurier watch celebrating 20 years of the Qualité Fleurier quality certification standard.
• Mille Miglia 2026 Racing Edition watches 2026 Racing Edition Mille Miglia watches including the GTS Power Control Grigio-Blu and the Classic Chronograph Raticosa, continuing the maison's partnership with the Mille Miglia historic car rally.
• Sélection Georgina Rodríguez jewellery Curated jewellery selection by Chopard brand ambassador Georgina Rodríguez, featuring her picks from the maison's jewellery offerings.
• Haute Parfumerie Luxury fragrance collection including perfumes for men and women, extending Chopard's expertise in luxury beyond jewellery and watches.
• Writing Instruments Luxury writing instruments including ballpoint pens, rollerballs, and fountain pens crafted with the same attention to quality as Chopard's timepieces.
• Chopard x De Rigo sunglasses Luxury eyewear collection designed in collaboration with De Rigo, featuring high-end sunglasses inspired by Chopard's jewellery aesthetic.

Quantifiable outcome

• Won 2 awards at GPHG 2025 (Grand Prix d'Horlogerie de Genève) for Alpine Eagle 41 SL Cadence 8HF and Imperiale Four Seasons watches
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor, flagship and core.

• The Escapement (Horology Platform)minorStrategic or Co-development Partner · 20 November 2026Chopard confirmed as a participating brand in 'The Escapement', a new global collector-led horology platform launching in Abu Dhabi November 20-22, 2026. The platform brings together watchmakers, collectors, and cultural voices for conversations, masterclasses, and exclusive unveilings, positioning horology as living culture rather than purely commercial transactions.
• BYDflagshipStrategic or Co-development Partner · 25 May 2026Chopard partnered with BYD to create a bespoke one-off Denza Z9 GT Chopard Edition electric vehicle featuring gold accents, rare gemstones, Chopard watches, and Devialet sound system. The vehicle sold for $815,000 at amfAR Gala Cannes 2026, raising funds for AIDS research. The collaboration represents convergence of automotive technology and haute joaillerie craftsmanship, with comments from BYD Executive Vice President Stella Li and Chopard Artistic Director Caroline Scheufele.
• amfAR (American Foundation for AIDS Research)coreStrategic or Co-development Partner · 25 May 2026Chopard has been a long-standing supporter of amfAR, donating jewelry pieces for auction at the annual Cannes Film Festival gala. In 2026, diamond earrings were donated and sold for €600,000, contributing to the gala's total of $20 million raised for AIDS research. Since 1985, amfAR has raised nearly €841 million for AIDS research.
• 1000 MigliacoreStrategic or Co-development Partner · 20 February 2026Chopard participated in the 1000 Miglia Experience Florida 2026 as a partner, with the rally featuring a Business Forum hosted by Italian Ministry of Foreign Affairs and Italian Trade Agency facilitating B2B matchmaking in automotive, design, and fashion sectors.
• Snap Inc. (Snapchat)minorGTM or Marketing Partner · 1 December 2025Chopard participated in Snapchat's Winter Village AR shopping experience, featuring a virtual boutique with a distinctive paper-like aesthetic within an immersive digital village. The activation ran December 1-31 and was accessible across France, US, UK, Germany, Nordics, Benelux, and Middle East, allowing users to explore and purchase products through the brand's e-commerce site.
• De RigocoreOEM/ Whitelabel/ Licensing Partner · 7 May 2025Italian eyewear company De Rigo collaborated with Chopard to launch a limited-edition eyewear collection for the Cannes Film Festival, featuring high-end sunglasses inspired by jewelry aesthetics. De Rigo handles manufacturing and distribution while Chopard provides brand licensing and design direction for the luxury eyewear line.
• Bella HadidcoreGTM or Marketing Partner · 1 January 2025Chopard x Bella Hadid collaboration featuring the model in marketing campaigns and exclusive product releases. Bella Hadid attended Chopard Miracle Gala 2026 and appeared at Cannes Film Festival representing the brand, leveraging her significant social media presence and fashion industry influence.
• Georgina RodríguezcoreGTM or Marketing Partner · 1 January 2025Georgina Rodríguez serves as Chopard brand ambassador with a dedicated 'Sélection Georgina Rodríguez' collection of jewelry pieces, showcased prominently on the Chopard website and marketing materials targeting the brand's affluent consumer base.
• Cannes Film FestivalflagshipStrategic or Co-development Partner · 1 January 1998Chopard has been the Official Partner of the Cannes Film Festival since 1998, providing jewelry for celebrities on the red carpet, hosting the annual Chopard Miracle Gala, and presenting the prestigious Palme d'Or trophy. This partnership is central to Chopard's brand positioning in luxury and cultural prestige, generating extensive media coverage annually.
• Mille Miglia RallycoreStrategic or Co-development Partner · 1 January 1988Chopard has been a long-standing partner of the Mille Miglia classic car rally since 1988, creating a dedicated watch collection inspired by vintage racing automobiles. The partnership reflects shared values of elegance, precision, and mechanical excellence between Swiss watchmaking and Italian automotive heritage.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Cartier: Cartier is part of Richemont and is the global leader in fine jewelry and haute joaillerie, also producing high-end watches. Like Chopard, it sells through owned boutiques, partners with cultural events, and pursues celebrity/red-carpet exposure; Cartier operates at meaningfully larger scale but competes head-to-head in the same product categories and customer segments.
• Bulgari: Bulgari (LVMH) is one of Chopard's closest direct peers, combining Italian-rooted fine jewelry, haute joaillerie and luxury watches, with flagship presence on Place Vendôme and aggressive celebrity/event marketing. Bulgari's parallel positioning in high jewelry collections and watchmaking makes it a like-for-like competitive benchmark.
• Van Cleef & Arpels: Van Cleef & Arpels (Richemont) competes in the same haute joaillerie and high-jewelry segment as Chopard, with signature design IP (Mystery Setting, Alhambra), own boutiques globally and a focus on heritage craftsmanship. Direct competitor for high-jewelry auctions, red-carpet moments and aspirational gifting.
• Piaget: Piaget (Richemont) is a fellow Swiss maison combining fine jewelry with haute horlogerie — including ultra-thin movements and high-jewelry watches — and is comparable in scale and positioning to Chopard's L.U.C and high-jewelry watch lines. Operates with the same dual watchmaking/jewelry business model.
• Boucheron: Boucheron (Kering) is a Place Vendôme jeweler specializing in fine and high jewelry with a strong heritage narrative and contemporary creative direction under Claire Choisne. Comparable to Chopard in its family-origin heritage, Place Vendôme presence, and emphasis on artistic/avant-garde high jewelry collections.
• Chaumet: Chaumet (LVMH) is a Place Vendôme jeweler combining high jewelry, fine jewelry and watchmaking, with deep historical ties to French culture and similar tiaras/parures emphasis. Highly comparable in positioning, scale and product mix to Chopard's high jewelry collections.
• Audemars Piguet: Audemars Piguet is an independent Swiss haute horlogerie maison with in-house movements, comparable to Chopard's L.U.C line. Both are family-controlled (AP via the Hamoud family), produce high-complication watches and compete in the same collector and auction channels.
• Graff: Graff is a London-based high jewelry house specializing in exceptional diamonds and haute joaillerie one-off pieces, directly comparable to Chopard's Queen of Kalahari, Insofu and Caroline's Dreams collections. Competes in the same high-jewelry auction and bespoke red-carpet moments.
• Breguet: Breguet (Swatch Group) is a heritage Swiss watchmaker combining haute horlogerie complications with jewelry-inspired designs and a Place Vendôme boutique. Comparable to Chopard's L.U.C and high-jewelry watch lines in heritage positioning, complication expertise and target collector base.

Broad incumbents

• Tiffany & Co. Tiffany & Co. (LVMH) is a much larger American luxury jeweler competing with Chopard across fine jewelry, engagement/wedding pieces and select watch collections. While broader in assortment and retail footprint, Tiffany competes for the same aspirational gifting and bridal customer occasion-based purchases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ChopardOfficial
• Facebookfacebook.com/ChopardFR
• LinkedInlinkedin.com/company/chopard-for
• Instagraminstagram.com/chopard

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chopard