What Chopard does

Chopard is a Swiss luxury watch and jewelry maison founded in 1860 by Louis-Ulysse Chopard in Sonvilier, Switzerland, and headquartered in Geneva. The company has been privately owned by the Scheufele family since 1963 and operates with full vertical integration, including a dedicated watch manufacturing facility in Fleurier where L.U.C movements are designed, developed, and assembled. Chopard generates revenue across four principal streams: luxury watches (L.U.C, Alpine Eagle, Happy Sport, Happy Diamonds, Mille Miglia, IMPERIALE collections), fine and high jewelry (Ice Cube, Happy Hearts, Red Carpet Collection, Caroline's Dreams, The Queen of Kalahari, Precious Lace, Animal World, Insofu), accessories (small leather goods, luxury eyewear, writing instruments, clocks), and haute parfumerie/fragrances. Core watchmaking technology centers on the L.U.C 96.09-L ultra-thin calibre (3.30mm) with Twin technology double-barrel architecture providing a 65-hour power reserve, and products carry COSC, Qualit\u00e9 Fleurier, and Poin\u00e7on de Gen\u00e8ve certifications.

Chopard serves affluent consumers globally through a hybrid distribution model of owned flagship boutiques (Paris Place Vend\u00f4me, New York, Dubai, and others across 28+ countries), authorized watch dealers, select optical retail partners for eyewear, and DTC e-commerce at chopard.com. Pricing spans from $303 small leather goods to $24,000+ Alpine Eagle watches, with high-complication and bespoke high-jewelry pieces exceeding $100,000 and priced upon request. The company pursues an event-driven go-to-market strategy anchored by its 1998 Cannes Film Festival official partnership, the Mille Miglia timekeeping sponsorship, and recent collaborations including the FIFA World Cup 2026 gala and the 2026 Denza Z9GT Chopard Edition co-developed with BYD. Celebrity ambassadors Georgina Rodr\u00edguez and Bella Hadid reinforce top-of-funnel brand visibility. Marketing is supplemented by social media, email newsletter, and a dedicated press portal. The company maintains 100% ethical gold sourcing and emphasizes sustainable luxury as a brand pillar.

Name

Chopard

Legal name

Chopard

Website

https://www.chopard.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Chopard is a privately held Swiss luxury watch and jewelry maison, founded in 1860 and owned by the Scheufele family since 1963. It designs, manufactures, and sells high-end watches, fine and high jewelry, accessories, and fragrances to affluent consumers globally through owned boutiques, authorized dealers, and e-commerce across 28+ countries.

Ownership category

akta.pro rank

Product category

Luxury Watches and Jewelry

NAICS

Other Leather and Allied Product Manufacturing (316990)

SIC

Jewelry, Precious Metal (3911), Leather & Leather Products (3100), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

High Jewelry & Haute Joaillerie (CRAKAAAE), Luxury Leather Goods & Handbags (CRAKAFAB), Luxury & Designer Leather Goods Manufacturing (IMAOAHAG)

Keywords

• Luxury Swiss watches
• Fine jewelry
• High jewelry
• Haute horlogerie
• Luxury fragrances

Headquarters

HQ city

Meyrin

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watches: High-end Swiss watches including L.U.C collection, Alpine Eagle, Happy Sport, Happy Diamonds, Mille Miglia, and IMPERIALE. Features in-house manufactured movements with complications and precious metal cases.
2. Fine Jewelry & High Jewelry: Jewelry collections ranging from accessible pieces (Happy Hearts, Ice Cube) to ultra-luxury high jewelry (Red Carpet Collection, Caroline's Dreams, The Queen of Kalahari). Products include rings, necklaces, bracelets, and earrings featuring diamonds and precious gemstones.
3. Accessories: Leather goods (wallets, bags), luxury sunglasses (ICE CUBE, IMPERIALE, HAPPY DIAMOND, HIGH JEWELRY, RED CARPET collections), writing instruments, and clocks.
4. Haute Parfumerie & Fragrances: Luxury perfumes including the first red carpet fragrance concept. Offerings range from standard fragrances ($68-$137) to haute parfumerie exclusive scents ($203-$630).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Chopard designs, manufactures, and sells Swiss luxury watches, fine and high jewelry, fragrances, eyewear, leather goods, and writing instruments. The maison produces in-house mechanical movements at its Fleurier manufacture and operates a global boutique and e-commerce network serving affluent consumers.

Product overview

Chopard is a Swiss luxury watchmaking and jewelry house founded in 1860, offering a comprehensive portfolio of luxury products organized into several distinct collections. The core watch portfolio includes Happy Sport, Alpine Eagle, L'Heure du Diamant, Mille Miglia, L.U.C, Happy Diamonds, and IMPERIALE collections. The jewelry offerings feature Happy Hearts (charitable line), Ice Cube, Happy Diamonds, L'Heure du Diamant, and Precious Lace high jewelry. High Jewelry collections include the annual Red Carpet Collection, Animal World, The Queen of Kalahari, Caroline's Dreams, and Insofu. Accessories encompass luxury eyewear (ICE CUBE, Happy Diamonds, L.U.C, High Jewelry, Red Carpet lines), small leather goods, women's bracelets, fragrances (Haute Parfumerie and women's fragrances), writing instruments, clocks, and board games. Notable collaborations include Georgina Rodríguez Selection, Chopard x Bella Hadid, and a Denza Z9 GT Chopard Edition with BYD. The company maintains official partnerships with the Cannes Film Festival (since 1998) and Mille Miglia car race. Eyewear is designed in partnership with De Rigo Vision.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Sport Watches Women's luxury watch collection featuring the iconic moving diamonds concept with sporty elegant styling, available in stainless steel, ethical gold, and diamond-set variants.
• Alpine Eagle Watches Contemporary luxury watch collection inspired by alpine nature, available in unisex, women's, and men's models featuring Lucent Steel and ethical rose gold.
• L'Heure du Diamant Watches and Jewelry Luxury collection combining high jewelry craftsmanship with watchmaking, featuring diamond-set timepieces and matching jewelry pieces.
• Mille Miglia Watches Men's luxury watch collection inspired by classic car racing, honoring the historic Mille Miglia race and serving as the official timepiece of the event.
• L.U.C Watches High-end watch collection manufactured entirely in-house at the Fleurier manufacture, featuring complications, Poinçon de Genève certification, and Qualité Fleurier certified timepieces.
• Happy Diamonds Watches and Jewelry Iconic collection featuring dancing diamonds moving freely within their settings, available in watches, rings, necklaces, pendants, bracelets, and earrings.
• IMPERIALE Watches Women's luxury watch collection with imperial-inspired design featuring bold lines, feminine elegance, and decorative gem-set dials.
• Happy Hearts Jewelry Charitable jewelry collection featuring heart-shaped designs with moving diamonds, supporting the Happy Hearts charity organization.
• Ice Cube Jewelry Geometric jewelry collection with cube-shaped designs in ethical gold and diamonds, spanning rings, necklaces, bracelets, and earrings.
• Precious Lace High Jewelry High jewelry collection featuring delicate lace-inspired designs with intricate diamond and gold craftsmanship.
• Red Carpet Collection Annual high jewelry collection presented at the Cannes Film Festival, featuring exceptional red carpet pieces and limited edition creations.
• Animal World High Jewelry High jewelry collection inspired by the animal kingdom featuring nature-themed pieces with precious stones.
• Grand Complications Watches Category of exceptional watches featuring grand complications such as tourbillons, minute repeaters, and perpetual calendars.
• Métiers d'Art Watches Artistic watch category featuring exceptional craftsmanship and decorative techniques including engraving, enameling, and gem setting.
• Haute Parfumerie Fragrances Luxury fragrance collection including perfumes, eaux de parfum, and exclusive scents such as Jasmin Malika, Tubéreuse Maharané, Angélique Begum, and Gardénia Tahia.
• Luxury Sunglasses Luxury sunglasses collection including Ice Cube, Happy Diamonds, L.U.C, High Jewelry, and Red Carpet lines with precious metal and diamond details.
• Diamond Collection Leather Goods Women's small leather goods featuring diamond-inspired designs including wallets, card holders, and belts in various colors and materials.
• Writing Instruments Luxury writing instruments including ballpoint pens, rollerball pens, and fountain pens.
• Clocks Luxury table clocks including Classic Racing, Classic, Happy, IMPERIALE, and Ice Cube designs.
• The Beehive Table Clock Limited edition table clock unveiled at Watches and Wonders 2026 in Geneva, featuring an innovative beehive-inspired design.
• Red Carpet Eyewear Collection Limited edition eyewear collection launched at the Cannes Film Festival in partnership with De Rigo Vision, featuring 499 numbered pairs with 23-carat gold-plated temples, 58 zircons, and handcrafted floral motifs inspired by Chopard's Haute Joaillerie necklaces.

Quantifiable outcome

• Quality Fleurier certification requires passing the Chronofiable shock resistance test and 24-hour Fleuritest simulation replicating real wrist wear conditions

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• BYD (Denza)flagshipStrategic or Co-development Partner · 1 May 2026Swiss luxury brand Chopard partnered with Chinese EV manufacturer BYD to create a one-of-a-kind Denza Z9GT Chopard Edition featuring gold accents, rare gemstones, and Chopard watches. The custom vehicle was auctioned at the amfAR Gala Cannes for charity (AIDS Research), selling for 700,000 euros ($812,490). The collaboration integrates BYD's Flash Charging technology with Chopard's luxury jewelry design elements including amethyst inlays and exclusive watch sets.
• De Rigo VisioncoreOEM/ Whitelabel/ Licensing Partner · 1 May 2025De Rigo Vision designed and manufactured Chopard's limited-edition Red Carpet eyewear collection launched at the 2025 Cannes Film Festival. The 499 numbered pairs feature 23-carat gold-plated temples, 58 zircons, and handcrafted floral motifs inspired by Chopard's Haute Joaillerie necklaces.
• FIFA & BIG ART FESTIVALminorGTM or Marketing Partner · 1 January 2025Chopard presented its high jewelry at a gala dinner jointly hosted by FIFA and BIG ART FESTIVAL alongside the FIFA World Cup 2026 in New York. The event brought together over 300 guests including FIFA President Gianni Infantino, football legends, and luxury brand representatives, marking the second consecutive year of collaboration.
• Cannes Film FestivalflagshipStrategic or Co-development Partner · 1 January 1998Official partner of the Cannes Film Festival since 1998, presenting annual Red Carpet high jewelry collections. The partnership has become one of the most prestigious in luxury fashion, with Chopard creating iconic pieces for cinema's biggest nights.
• Mille MigliacoreStrategic or Co-development PartnerOfficial partner and timekeeper of the Mille Miglia classic car race, one of the world's most prestigious historic motoring events. The partnership spans decades and includes dedicated Mille Miglia watch collections.
• DAZNminorGTM or Marketing PartnerMedia partner providing coverage of the FIFA and BIG ART FESTIVAL gala events where Chopard presents its high jewelry collections, extending reach to global sports and entertainment audiences.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hermès: Family-controlled multi-category luxury maison with comparable leather goods, watches, and accessories breadth, independent ownership structure, and craftsmanship-led positioning.
• Chanel (Fine Jewelry & Watches): Larger luxury house operating broadly across fashion, beauty, and watches/jewelry — overlapping with Chopard in fine jewelry, haute horlogerie (Calibre 1, J12), and high-end accessories at premium pricing.

Direct peers

• Tiffany & Co. LVMH-owned American luxury jeweler with comparable multi-category reach across jewelry, watches, and accessories, and similar reliance on flagship boutiques and global event marketing.
• Audemars Piguet: Independent Swiss haute horlogerie manufacture with in-house movement production, family-controlled heritage, and high-end watch positioning comparable to Chopard's L.U.C and Grand Complications categories.
• Breguet: Swatch Group-owned haute horlogerie maison with comparable in-house movement manufacturing, traditional certifications, and luxury watch positioning aligned with Chopard's L.U.C collection.
• Van Cleef & Arpels: Richemont-owned high jewelry maison with the iconic Alhambra collection and strong heritage positioning, directly competing with Chopard's high jewelry, watches, and ethical luxury narrative.
• Bulgari: Italian luxury jewelry and watch maison (LVMH-owned) with parallel offering in high jewelry, Serpenti/Alvear collections, and fine watchmaking — competing with Chopard in the same HNW segment and event-driven red carpet visibility.
• Boucheron: Kering-owned Place Vendôme high jeweler with parallel focus on heritage craftsmanship, ethical sourcing (100% traceable gold), and red-carpet prestige events — competing head-to-head with Chopard in haute joaillerie.
• Cartier: The leading global luxury jewelry and watch maison (Richemont-owned), directly comparable to Chopard across high jewelry, fine watches, and accessories with comparable in-house manufacturing and prestige positioning.
• Piaget: Richemont-owned Swiss luxury watch and jewelry maison with similar in-house movement manufacturing, high jewelry craft, and emphasis on ethical gold and sustainability — closest like-for-like competitor to Chopard's L.U.C and high jewelry portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ChopardOfficial
• Facebookfacebook.com/Chopard
• LinkedInlinkedin.com/company/chopard
• Instagraminstagram.com/chopard

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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