Chopard Watches

Founded in 1860 by Louis-Ulysse Chopard in Sonvilier and family-owned since 1963 by the Scheufele family, Chopard operates two distinct identities. The L.U.C collection — named for Louis-Ulysse Chopard — is the brand's haute-horlogerie program, with in-house movements built and finished in the Fleurier manufacture, eligible for the Geneva Seal and the Poinçon de Fleurier quality marks. The Mille Miglia is the brand's racing-chronograph identity, tied to Chopard's title sponsorship of the Mille Miglia historic Italian car race since 1988.

The Alpine Eagle, introduced in 2019 and based on the brand's 1980 St. Moritz reference, is Chopard's response to the integrated-bracelet luxury sports watch segment. The Happy Sport and Happy Diamonds lines, with their floating-diamond signature, are the women's complement to the men's lineup.

Pricing covers an unusually wide band — Mille Miglia chronographs from $4,500, Alpine Eagle steel from $13,000, L.U.C complications into six figures — with the Fairmined-certified ethical-gold program a notable point of differentiation in the high-end segment.