Long perceived as a sector focused solely on aesthetics and exclusivity, the world of luxury is now evolving toward a more environmentally conscious model. While some brands remain hesitant in their approach, others have already made sustainability a central part of their strategy. This is notably the case for Chopard, the family-owned and run Maison, which has successfully integrated this dimension into its DNA, proving that creativity, excellence, and responsibility can go hand in hand. The house today embodies a bold and forward-thinking vision with its project “The Journey to Sustainable Luxury.”
The beginning of this journey dates back to May 2013, during the Cannes Film Festival, a symbolic event for Chopard, the official partner of this prestigious cinematic rendezvous. It was on this occasion that Chopard unveiled its initiative “The Journey to Sustainable Luxury,” marking the first step in a process aimed at improving the living conditions of workers at the very beginning of the supply chain. One of the first concrete actions of this commitment was the creation of the Green Carpet Collection, a line of jewelry crafted from Fairmined certified gold and diamonds sourced from ethical suppliers, themselves certified by the Responsible Jewellery Council.
Over the years, Chopard has continued its commitment, reaching a new milestone in 2017 with the launch of the first complete collection made entirely from ethical gold – the Ice Cube collection. With its clean lines and perfectly faceted cubes, Ice Cube immediately found its place in the world of contemporary luxury. Through this collection, Chopard proved that luxury could be both refined and responsible, reinforcing the importance of its commitment to the environment and mining communities. In 2017, the house also unveiled the Garden of Kalahari capsule collection, as part of the same journey toward sustainable luxury. Then, in 2018, Chopard made a historic announcement at Baselworld, pledging to use only ethical gold for the production of all its watches and jewelry.
Thus, Chopard distinguishes itself by its ability to control its entire production chain, from gold foundry to the finished product. This vertical integration, which began in 1978 with the creation of its own gold foundry in Geneva, allows the house to guarantee complete traceability of the gold used, ensuring that each piece meets the strictest environmental and social standards. This ethical commitment is also reflected in the house’s creative campaigns, notably with the new Ice Cube collection. In September 2024, Chopard launched a new campaign titled “Sculpted by Light” featuring model Bella Hadid, which explores the symbiosis between the star’s beauty and the brilliance of the Ice Cube jewelry.
With its commitment to sustainable luxury, Chopard is redefining the contours of glamour, proving that it is possible to reconcile creativity, innovation, and respect for the environment. Since 2013, each step of this journey toward more responsible luxury reflects the Maison’s determination to create a better future for the luxury industry while remaining true to its legacy of excellence and craftsmanship.
