Chopard made the landmark announcement on 22 March in front of a packed audience at Baselworld Watch and Jewellery Fair. They were joined by long-term supporters and friends of Chopard including Colin and Livia Firth, Julianne Moore and Arizona Muse.
(L-R) Colin Firth, Caroline Scheufele, Karl Friedrich Scheufele and Livia Firth
Sustainability has long been a core value of the family-run business, and the announcement is the culmination of a vision started more than 30 years ago when Chopard brought all its jewellery making processes in-house so that they could guarantee control.
Arizona Muse in Chopard jewels at the Baselworld announcement
More recently, in 2013 the Maison took the decision to directly invest in artisanal gold so that increased amounts could be brought to the market, and have championed its use through their Green Carpet Collections. New High Jewellery Green Carpet Collection pieces were also debuted at this year’s Baselworld, which are exclusively made from Fairmined gold, as well as the High Horlogery L.U.C Full Strike watch and the Happy Palm watch.
The 2018 Happy Palm watch by Chopard is exclusively made from Fairmined gold
Chopard defines “ethical gold” as gold acquired from responsible sources that have been verified to meet international best practices. From July 2018 Chopard gold will be responsibly sourced from either artisanal small-scale mines in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes, or from the RJC Chain of Custody gold through Chopard’s partnership with RJC-certified refineries.
Chopard's Caroline Scheufele with actress Julianne Moore
Caroline Scheufele, Co-President and Creative Director of Chopard, said at the event, “True luxury comes only when you know the handprint of your supply chain. As Creative Director of the brand, I am so proud to share the stories behind each beautiful piece to our customers and know they will wear these stories with pride”.