Apr 02, 2018

Chopard to Use 100% Ethically Mined Gold in its Jewellery & Watches from July

Luxury watch and jewellery brand Chopard has taken a pathbreaking step for the industry, becoming the first to commit to using only 100% Ethical Gold in its jewellery and watch creations.

From July this year, all its jewellery and watches will be crafted only with gold acquired from responsible sources, verified as having met international best practice environmental and social standards, said Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele, while making this announcement at the just concluded Baselworld show last week.

The brand said it was taking this step as a family run businwasess that has always upheld sustainability as a core value, adding that it should be viewed as the culmination of a vision that started more than 30 years ago.

All gold used by Chopard will be sourced from one of two traceable routes:

  • Artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes.
  • RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.

Chopard has been a member ofthe SBGA since 2017and is already the largest buyer of Fairmined gold today. Since 2013, it has been providing financial and technical resources in partnership with the Alliance for Responsible Mining to help small scale mines achieve Fairmined certification so they can sell their gold at a premium price whilst ensuring mining is undertaken in line with strict environmental and social conditions. Chopard also helped establish new trade routes from the mines they source from in South America, bringing traceable products into Europe and providing further financial income into local communities.

“True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing programme,” said Caroline Scheufele, adding, “As a family run business, ethics have always been an important part of our family philosophy. Naturally, we have always put ethics at the heart of the values of Chopard.”

Karl Friedrich Scheufele said that the fact that the luxury brand has developed a vertically integrated in house production, and invested in mastering all crafts internally, from creating a rare in-house gold foundry as early as 1978, had helped in allowing it to make “this bold commitment”.

Others celebrities present at the industry event were long term supporters and friends of Chopard; Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang.

All the new High Jewellery Green Carpet Collection pieces presented at Baselworld were exclusively made from Fairmined gold, as well as the High Horlogery L.U.C Full Strike watch and the Happy Palm watch.

The announcement also marked the next phase of Chopard’s sustainability programme – ‘The Journey to Sustainable Luxury’ to align itself  with the UN Global Goals, including contributing to decent work, reduced inequality and responsible resource consumption.