Chopard Launch The World’s First Fairmined Watch

Chopard, Video


At Baselworld 2014, Chopard launched the world’s first watch made of Fairmined gold from South America. This new creation bears testament to Chopard’s commitment to sustainable and ethical luxury through ‘The Journey’ project, launched with Eco-Age in 2013.

For the first time Chopard’s workshops have used ‘Fairmined’ gold to produce the L.U.C Tourbillon QF Fairmined, an elegant tourbillon model with a nine-day power reserve. After finding initial expression in the realm of Haute Joaillerie, Chopard’s ethical commitment is now embodied in Fine Watchmaking.

The main parts of this watch (case-back, case and bezel) are entirely made of ‘Fairmined’ gold. This certification guarantees that the gold was mined in a responsible manner and that the miners themselves receive fair payment and an overall premium, thereby demonstrating that gold can be sustainably mined.

This watch highlights the long-term partnership between Chopard and the South American, Alliance for Responsible Mining (ARM). ARM is the NGO behind the ‘Fairmined’ standard for artisanal gold mining and works in close collaboration with miners and gold industry experts.

Read more about Chopard and The Journey to Sustainable Luxury here