What Chopard is known for

Swiss luxury watch and jewelry house since 1860 — Happy Diamonds, Alpine Eagle, and haute joaillerie. Family-owned independence in a conglomerate world.

Chopard is what family ownership looks like when it holds its nerve. Founded by Louis-Ulysse Chopard in 1860 and bought in 1963 by the Scheufele family of Pforzheim goldsmiths, the house is still run by the brother-and-sister pair Karl-Friedrich and Caroline Scheufele — one of the last great independents in a conglomerate industry.

Each sibling built a pillar. Caroline's Happy Diamonds — loose brilliants dancing free between sapphire crystals, born 1976 — became the maison's signature and the rare fine-jewelry idea that is genuinely playful. Karl-Friedrich built the watchmaking: the L.U.C manufacture in Fleurier producing movements that collectors rank with Geneva's best, and the Alpine Eagle, the family's own entry in the integrated-steel-sports canon. The Mille Miglia partnership and the Palme d'Or — Chopard has made the Cannes trophy since 1998 — keep the house on racetracks and red carpets alike.

The ethical-gold program, industry-leading since 2018, is Caroline's third pillar: 100% responsibly sourced gold across the catalogue, announced from the Cannes stage it dresses.