Chopard
Luxury between Haute Joaillerie and Haute Horlogerie
Total Items: 110
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Chopard prices at a glance
As of September 2026. Prices in euros.
| Model line | from | Median | to | Models |
|---|---|---|---|---|
| Happy Sport | €3,800 | €9,085 | €25,520 | 66 |
| Mille Miglia | €5,230 | €7,680 | €9,570 | 8 |
| Alpine Eagle | €9,120 | €18,200 | €93,060 | 24 |
| Chopard total | €3,800 | €12,085 | €93,060 | 110 |
The figures come from our own range and are recalculated every quarter.
A momentous liaison between Switzerland and the Black Forest
In the nineteenth century the Swiss Jura mountains were fertile ground for talented and ambitious master watchmakers. The mountain farmers, who lived frugally, earned a meagre additional income during the overlong winter by making watch components by hand, though never complete movements. Each family devoted itself to different watch parts, which were bought up by watch manufacturers, mostly in Geneva, and assembled into complete movements. Louis-Ulysse Chopard, too, founded a watchmaking workshop and adorned its façade with his initials L.U.C, visible from afar, which to this day remain the hallmark of authenticity of Chopard movements. It was clear to the self-assured young man that he had no wish to remain a mere assistant. His own movements, precision pocket watches and chronometers were his passion. Early on he had their rate accuracy tested at the Neuchâtel Observatory. As the business grew, Chopard extended its market into tsarist Russia and further eastern European countries, until the Russian October Revolution and the global economic crisis of 1929 brought Chopard's bold ascent to a halt. Yet the company kept itself valiantly alive while other watch brands slipped into (temporary) oblivion. After 1943 Chopard-Grandfils opened up a new market in Scandinavia, before a gradual decline reduced the business to just 10 employees by 1960. As life and fate would have it, exactly the right negotiating partners met at exactly the right moment. The long-established watchmaking company Scheufele, a producer of fine gold watches from Pforzheim on the northern edge of the Black Forest, a town no less steeped in watchmaking tradition, encountered the ailing Swiss company in the course of its appetite for expansion. Great-grandfather Scheufele had already used movements from quality Swiss firms such as Blancpain, Vacheron Constantin and Jaeger-LeCoultre in his watches – the ground was prepared. Trust and mutual liking grew, and in 1963 an agreement was reached.
Chopard – movements with soul and refinement
Karl Scheufele III took on no easy task. All the more reason to appreciate the exemplary development the company has undergone to this day. As brand awareness awakened in that era, so too did Chopard's ambitious desire to produce its own movements. Movements fit for admission to Haute Horlogerie and capable of meeting the extremely demanding approval criteria of the Geneva Seal. Doubted within the industry, the ambitious undertaking nonetheless succeeded. In 1996, with the founding of its own production site in Fleurier, a new era began for Chopard as a watch manufacture. Every step – from design to production – is carried out in-house with great mastery, excellent handwork and delicate attention to detail. In doing so, the young manufacture secured the support of the brilliant watchmaking artist Michel Parmigiani, who cultivates a special relationship with watches: “A watch is like a living being with an inner world”. Chopard collections unite sporting qualities with exquisite elegance. Their technical perfection, impeccable performance and durability make them eligible for the COSC chronometer certificate and the FQF quality seal. The timeless Classic collection could not appear more understated in look and style were it not dominated by expressive dials. The Classic Racing line, with its three series Grand Prix de Monaco Historique, Superfast and Mille Miglia, evokes the hot breath of motor racing with a wealth of complications. In the number and quality of its additional functions it is surpassed only by the L.U.C collection – a homage to the company founder. The chronology of Chopard movements reads like a eulogy to the still young manufacture and reveals ground-breaking qualities: in 1997 the L.U.C 1860 caused astonishment as the first watch to feature the Chopard calibre L.U.C 1.96. In 2000 came the L.U.C Quattro with the calibre L.U.C 1.98 and an astonishing power reserve of 9 days. A year later the calibre L.U.C 3.97 Tonneau appeared, with automatic movement and eccentric micro-rotor. 2006 the L.U.C Chrono, and in 2007 Chopard finally presented the L.U.C 10 CF, a first automatic chronograph movement yielding three patents, as well as the L.U.C 63.01 L and others.
At Chopard, watches and eyes alike sparkle
Chopard also—and especially—maintains its sense of style in its own operations: In 2010, just in time for the company’s 150th anniversary, it opened its 100th boutique in a prime location on New York’s Madison Avenue, with a retail space of nearly 300 square meters. At the company’s in-house watch museum, L.U.CEUM in Fleurier, fascinating exhibits showcasing the art of watchmaking from all major European eras and regions attest to Chopard’s unwavering self-confidence, which has endured since Louis-Ulysse’s pioneering days. While captivated by Chopard’s luxury watches, one should not forget that the company also excels as a manufacturer of exquisite jewelry and leads the way in fine fragrances. Chopard’s jewelry, largely handcrafted, blends refined elegance with technical finesse. Precious gemstones enhance more than just the Ladies Collection. All of the jewelry collections reveal a refined artistic sensibility and an irrepressible, eternally youthful desire to adorn oneself with the finest materials. As Chopard’s Co-President, Caroline Gruosi-Scheufele is responsible for the success of the jewelry division. It all began with a simple pendant. Then the Happy Diamonds series, with its lavish use of fine gemstones and diamonds, whetted the appetite for more. Distinctively feminine, whimsical women who love to turn heads wear Chopard jewelry with just as much confidence as they do the iconic Chopard Imperiale Tourbillon watch in 18-karat rose gold, set with amethysts and diamonds and featuring a leather strap in a bold shade of purple. For those “exquisite moments of electrifying happiness,” as the company’s motto puts it.
Classic cars, engines and a passion for the luxury watch
As a partner of glamorous film events, Chopard has long been a standout as one of the main sponsors of the Cannes Film Festival. The partnership with the Mille Miglia classic car race inspired the creation of a chronograph for stylish women who are passionate not only about extraordinary jewelry but also about horsepower. The tire-tread pattern of the rubber strap, the feminine mother-of-pearl dial with azure-blue silver-plated hands, and the bezel—which can be set with diamonds upon request—should not obscure the fact that inside the masculine-looking, 44-mm stainless steel case of the Mille Miglia beats with a heart of steel-hard technology: an automatic movement operating at 28,800 vibrations per hour. In 2015, Chopard dedicated a special collection to a milestone in auto racing, the historic Monaco Grand Prix. A treasure passionately loved (not only) by collectors.
