Watchatlas

Chopard

Meyrin, Switzerland · Est. 1860

Founded by Louis-Ulysse Chopard

Founded in Sonvilier in 1860 by Louis-Ulysse Chopard and now based in Meyrin near Geneva, Chopard is a family-owned luxury watchmaker and jeweller under the co-presidency of Caroline and Karl-Friedrich Scheufele. The brand is known for its Happy Diamonds collection and, more recently, its Haute Horlogerie L.U.C. movement range.

Founded
1860
Headquarters
Meyrin, Switzerland
Group
Independent
Price Segment
Ultra
Status
Active

Key Collections

  • Happy Diamonds — Chopard Happy Diamonds is the maison's playful diamond-watch family, built around freely moving diamonds and current Happy Diamonds Icons and Joaillerie references. Key references: Happy Diamonds Icons 209415-5004, Happy Diamonds Icons 209426-5201, Happy Diamonds Icons 203957-1214.
  • Alpine Eagle (2019) — Sport-chic luxury watch collection from Chopard, introduced as a contemporary reinterpretation of the St. Moritz and defined by Lucent Steel™, Alpine inspiration, and eagle-iris dial detailing. Key references: St. Moritz reinterpretation, Lucent Steel™, Eagle-iris dial.
  • L.U.C (1996) — Chopard’s haute horlogerie family, built around in-house movements and complications, with a reputation for chronometer certification, Geneva Seal standards, and technically ambitious dress watches. Key references: Calibre 1.96, L.U.C 1860, Quattro.
  • Mille Miglia (1988) — Chopard’s Mille Miglia is the brand’s long-running racing-inspired watch family, built around chronographs and sporty, automotive details tied to the classic road rally partnership. The collection emphasizes mechanical performance, masculine elegance, and driving ergonomics, with annual Race Edition updates keeping it current. Key references: Mille Miglia Race Edition, Mille Miglia GTS, Mille Miglia Classic Chronograph.

Timeline

  • 1860 — Louis-Ulysse Chopard founds the company in Sonvilier, Switzerland, specialising in precision pocket watches.
  • 1963 — Karl Scheufele III acquires Chopard, bringing it under the Scheufele family ownership that continues today.
  • 1976 — Happy Diamonds concept is created, with free-floating diamonds dancing between sapphire crystals.
  • 1996 — L.U.C 1.96 in-house calibre debuts, marking Chopard's entry into serious manufacture watchmaking.
  • 2013 — Chopard commits to 100% ethical gold across all its jewellery and watch production — 'The Journey to Sustainable Luxury.'
  • 2019 — Alpine Eagle launches as Chopard's flagship luxury sports watch in proprietary Lucent Steel A223.
  • 2025 — Revived L.U.C Quattro for 25th anniversary (9-day power reserve). Debuted first platinum Alpine Eagle 41 XP CS. L.U.C Grand Strike honored as best striking watch.

Frequently Asked Questions about Chopard

Is Chopard family-owned?
Yes. Since 1963, Chopard has been owned and run by the Scheufele family. Karl-Friedrich and Caroline Scheufele serve as co-presidents.
What is Lucent Steel?
Lucent Steel A223 is Chopard's proprietary alloy — hypoallergenic, harder than conventional steel, with a distinctive lustre. It's also made partly from recycled materials.

Visit Website ↗Instagram ↗

Other independent Switzerland watch brands

enfrdeiteshizhjaar