88% matchPiaget
Gold-first maison equally split between watches and jewellery
What changes: Richemont-owned, more ultra-thin dress focus than sports steel
Brand profile
Chopard
Family-owned Swiss maison behind Happy Diamonds jewellery, Alpine Eagle and L.U.C watches, and the Cannes Palme d'Or, working in ethical gold.
SonvilierOrigin
UnisexFocus
Quiet luxuryStyle
$$$$$Price
What to know about Chopard
Family-run, split down the middle
Swiss since 1860 and Scheufele-owned since 1963, with two siblings running jewellery and watches separately from Geneva — so both sides get real depth, not one as a sideline.
Four lines do the talking
Happy Diamonds' free-floating stones, Alpine Eagle sports watches in recycled-content Lucent Steel, Mille Miglia racing chronographs, and in-house L.U.C movements.
Ethical gold and the Palme d'Or
Chopard sources ethical gold, makes the Cannes Film Festival's Palme d'Or, and shows a Red Carpet high jewellery collection there each year.
If you like Chopard
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82% matchHarry Winston
Diamond-led house with a serious mechanical watch arm
What changes: Jewellery-first, US heritage, higher stone-driven pricing
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Coloured-stone flamboyance across jewellery and watch lines
What changes: LVMH scale, Roman design language, bolder motifs
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Icon-driven jewellery plus shaped-case watch classics
What changes: Vastly broader distribution and less in-house haute horlogerie
Brand facts
Chopard is a Swiss watch and jewellery house founded in Sonvilier in 1860 by Louis-Ulysse Chopard, bought by German industrialist Karl Scheufele in 1963 and still family-owned, with siblings Caroline and Karl-Friedrich Scheufele serving as co-presidents for jewellery and watches from the Geneva headquarters. Signature lines include Happy Diamonds, Alpine Eagle sports watches in recycled-content Lucent Steel, Mille Miglia racing chronographs and in-house L.U.C movements. Chopard sources ethical gold, makes the Cannes Film Festival's Palme d'Or and presents a Red Carpet high jewellery collection there annually.
- Founded
- 1860
- Origin
- Sonvilier, Switzerland
- Made in
- Switzerland
- Price
- $$$$$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Quiet luxury, Minimalist / Contemporary