The story of Chopard and its mastery in the art of jewellery watches is a captivating journey that spans more than a century of innovation, craftsmanship, and artistic excellence. Founded in 1860 by Louis-Ulysse Chopard, this legendary Maison has remained at the forefront of fine watchmaking. Over time, its dedication to jewellery watches has evolved into a defining characteristic, blending exceptional horology with stunning jewellery craftsmanship.
The Origins of Chopard and the Scheufele Family Legacy
Parallel to Chopard’s founding, the Scheufele family’s deep roots in the heart of Pforzheim, a renowned centre for jewellery and watchmaking, played a crucial role in shaping the tradition of precision and artistry at Chopard. In 1904, Karl Scheufele I established his own manufacture, Eszeha, specializing in luxury items crafted in gold and platinum, earning him the title of ‘The Master of Jewellery Watches.’ His creations, inspired by the Belle Epoque aesthetic, featured delicate, transformable designs with a heavy influence of platinum. One of his groundbreaking innovations was the 1912 pocket watch clip, which allowed the timepiece to be worn on the wrist – a precursor to today’s wristwatch.
By the 1920s, Eszeha embraced the Art Deco movement, producing avant-garde timepieces characterized by geometric shapes, stylized diamond settings, and platinum cases. After World War I, Karl Scheufele I further focused his collection on watches, integrating Swiss movements into his meticulously crafted pieces. This dedication to precision and elegance was passed down to his son, Karl Scheufele II, who steered Eszeha through the post-war years.
The Birth of Chopard as We Know It
In 1958, Karl Scheufele III, at just 20 years old, took the reins of the family business, alongside his wife, Karin. They envisioned expanding the family legacy, and in 1963, their ambition came to fruition when they acquired Chopard. Louis-Ulysse Chopard’s heir, recognizing the alignment in values and vision between the Scheufeles and Chopard, gladly handed over the reins, marking a new chapter in the Maison’s history.
Under the Scheufele family’s stewardship, Chopard rapidly became synonymous with creativity and technical excellence. Jewellery watches, especially diamond-set designs, quickly became the brand’s hallmark, showcasing an exceptional interplay of baguette and brilliant-cut stones. By the late 1960s, Chopard had earned international recognition, winning 15 Golden Rose of Baden-Baden awards, often referred to as the “Oscars” of the jewellery world. This period also saw the Maison’s early advertisements proudly carrying the slogan “Maîtres de la montre-bijou” (Masters of Jewellery Watches), solidifying Chopard’s growing reputation.
Evolution of Aesthetic and Craftsmanship
The 1970s brought a new wave of bold designs, reflecting the era’s exuberance and Chopard’s expanding expertise. Timepieces like the 1976 Concord watch featured ornamental stone dials, vibrant colours, and sculptural bracelets – including Milanese mesh and tree-bark textures. These techniques, mastered by the Scheufeles, became a core part of Chopard’s visual identity, seamlessly blending traditional goldsmithing with Swiss precision. The decade also saw the birth of the Belle Epoque collection, which reinterpreted early 20th-century floral motifs for a contemporary audience.
In the 1990s, Chopard continued to innovate, creating the world’s most precious watch in 1997, the ‘Chopardissimo,’ a masterpiece that required 2000 hours of work and dazzled with 874 diamonds totalling 163 carats. The introduction of the L’Heure du Diamant collection in 2012 marked another milestone in Chopard’s journey, further cementing its reputation as creators of “jewels that tell the time.” One of these timepieces went on to win the prestigious Jewellery Watch Prize at the Grand Prix d’Horlogerie de Genève in 2013.
Pioneering Ethical Luxury and Technological Innovation
In 2018, Chopard took a bold step by becoming the first luxury watch and jewellery Maison to commit to using 100% ethical gold in its creations, solidifying its dedication to sustainable luxury. This initiative was part of its ‘Journey to Sustainable Luxury,’ a long-term commitment to ethical practices. The introduction of the 10.01-C calibre in 2024, the smallest and thinnest in-house movement at the time, measuring just 15.70 mm in diameter and 2.90 mm in thickness, marked another technological breakthrough for the Maison.
Chopard in 2025: Continuing the Legacy
As Chopard moves into 2025, it continues to honor its rich heritage of jewellery watchmaking with new, groundbreaking initiatives. For the first time, the L’Heure du Diamant collection will feature a moonphase complication, marking an exciting new chapter in its mechanical evolution. This is complemented by a stunning new campaign featuring Chopard Ambassador Bella Hadid, framed by flowers — a symbol deeply rooted in the Maison’s history since the 1960s.
Additionally, a travelling exhibition dedicated to L’Heure du Diamant will debut in Geneva before touring major international cities such as Dubai, Cannes, and Paris. This exhibition will showcase over 15 exceptional diamond-set timepieces, highlighting Chopard’s mastery in combining ornamental stone dials, crown-set diamonds, and bark-type bracelets. Heritage pieces will be displayed alongside contemporary creations, such as the Precious Hours set and the L’Heure du Diamant Moonphase watch.
Chopard’s journey as the master of jewellery watches is a testament to over 160 years of expertise, innovation, and artistry. From its early days under the vision of Louis-Ulysse Chopard and Karl Scheufele I to its present-day status as a global symbol of luxury, Chopard has continually pushed the boundaries of what is possible in the world of timepieces and jewellery. With its commitment to craftsmanship, design, and sustainability, Chopard remains a true master of its craft, celebrating the art of jewellery watchmaking for generations to come.
