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A Brief History of CHOPARD Time and Jewels part 10: Noblesse Oblige

The Scheufele family has owned Chopard since 1963. Through much hard work and a little bit of luck, they have revived a sleeping brand into a respected Maison for watches and jewellery. Although primarily a watchmaker for 155 years, the jewellery business has developed since 1985 to stunning appearances on the Red Carpet at awards ceremonies today. There is no doubt that royalty and celebrity are associated with Chopard, which is misunderstood by the public.

At best, this may just be mistaken impression that Chopard is merely a jeweller.

At worst, they may misconstrue those celebrity associations as pure marketing. "I'm not buying from a brand who is endorsed by XYZ (insert your least favourite celebrity here)."

Let's be realistic, luxury is a business and it can't hurt to have the eye of the public but I sense there is more to that with Chopard.  Amongst the Four Tenets of the company are two specifically dealing with education and commitment to philanthropic and responsible patronage activities. The photo-opportunities are just a record of the networking opportunities for Chopard to pursue those responsibilities.

Scheufele Family

Caring for others

Maybe it stems from wartime memories of help and support the Scheufele family received when their house and business were destroyed in Pforzheim. Perhaps it's a sense of noblesse oblige that their privileged circumstances allow? Whatever the reasons, Chopard continues to run as a responsible corporate citizen. Please bear that in mind as we have a gander through some of the most interesting images of Chopard friends through the years...

The Scheufele family regards serving just and noble causes as a natural duty. Chopard devotes its resources and reputation to the most vulnerable members of society. The company has been involved with a number of patronage activities covering a variety of fields including medicine, ecology, art and culture. The José Carreras Leukaemia Foundation, the Elton John AIDS Foundation, The Prince’s Foundation and The Journey to Sustainable Luxury are all dedicated to improving the well-being of others.

“When you’re lucky enough to lead a charmed life, it is only right to help those for whom life is a trial.” - Caroline Scheufele

Fondation José Carreras contre la leucémie

José Carreras created the José Carreras International Leukaemia Foundation in 1987 after being cured of the disease. His friends, the Scheufele family supports the charity and its Swiss-based Fondation José Carreras contre la leucémie, by creating limited series of watches and pens to help fund research. The first Wiener Staatsoper series was launched in 1996, followed by the Deutsche Staatsoper in 1997, and in 2000 by the Grand Teatro del Liceu model equipped with the L.U.C 3.96 movement. To celebrate the tenor’s 50th birthday in 2008, Chopard issued the L.U.C XP 50th anniversary of José Carreras Edition.

Sir Elton John with Caroline Scheufele

Elton John AIDS Foundation

Having first met Sir Elton John at the Cannes Film Festival in 2000, Caroline Scheufele designed a collection reflecting the singer’s flamboyant style to help his foundation in fighting AIDS. The models are all issued in limited steel or gold editions paved with precious stones. Chopard sponsors Elton John’s 'Oscar Viewing Party' in Hollywood each February, and partnered the annual 'White Tie and Tiara Ball' since 2002.

“These timepieces are a wonderful way of directly supporting the Elton John AIDS Foundation and of raising the money required to fund our projects around the world. I cannot thank Chopard enough for its unfailing assistance over the past few years.” - Sir Elton John.

Caroline Scheufele with HRH The Prince of Wales

The Prince’s Foundation

During a polo tournament at Windsor that was disrupted by heavy rain in 1998, Caroline Scheufele crossed paths with HRH The Prince Charles. They agreed to work together on behalf of The Prince’s Foundation. Chopard created a watch named 'The Prince’s Foundation': a large tonneau-shaped model with curving sides, powered by a L.U.C movement. The prince’s coat-of-arms is the 12 o’clock marker and the name of his foundation is engraved on the case-back.

The Journey to Sustainable Luxury

Fairmined Aurora Gems opal mine

In 2013, Chopard embarked on the 'Journey' in partnership with Eco-Age and its creative director Livia Firth, with a world first that saw Chopard forge a philanthropic relationship with the influential South American mining NGO, 'Alliance for Responsible Mining' (ARM). 

Chopard became the world’s first watch and luxury jewellery company to support and enable gold mining communities to reach Fairmined certification and provide training, social welfare and environmental support.

Livia and Colin Firth

“It has been very important to Chopard to continue with our bold commitment. Investing in these mines is crucial to supporting the lives of people who make our business possible", said Karl Friedrich Scheufele, Co-President of Chopard. “Over a thousand families benefited through social, environmental and training provision with our initial commitment and now we are going to be able expand that commitment to touch many more lives.”

Milestones of 'The Journey' to date:

May 2013, Cannes Film Festival:  Chopard unveiled the first Green Carpet Collection set in Fairmined gold and using diamonds from mines certified to the RJC code of conduct, sourced from IGC Group.

L.U.C Tourbillon QF Fairmined

March 2014, Baselworld: Chopard launched a world first: a high horological watch made of Fairmined gold:  the L.U.C Tourbillon QF Fairmined. This model is made from Fairmined gold which guarantees that it was mined in a responsible manner and that the miners themselves receive fair payment and an overall premium for demonstrating that gold can be mined sustainably. Chopard also launched a new High Jewellery Green Carpet Collection.

Making the Palme d'Or

May 2014, Cannes Film Festival: Chopard unveils the first ever Palme D’Or made from Fairmined gold.

November 2014:
In New York: Caroline Scheufele received the Fashion 4 Development Award from Her Excellency, The First Lady of Colombia, in recognition of her role in launching The Journey To Sustainable Luxury, in partnership with Eco-Age.

In Miami: Caroline Scheufele presented with Environmentalist of the Year Award by Livia Firth, in recognition for her role in launching The Journey To Sustainable Luxury, in partnership with Eco-Age.

Caroline Scheufele said: “We are so proud to take the next step on our Journey to Sustainable Luxury. It has not been easy but the results are so incredible. We can truly see the differences that we are making to the mining communities”.

L.U.C XPS Fairmined watch

March 2015, Baselworld:  Chopard deepens its commitment to the Journey but supporting a new gold mine in Bolivia. Chopard also launched a new L.U.C XPS Fairmined watch.

Fairmined Bajo Octobaya village

October 2015, Geneva: Chopard continues to lead the watch and jewellery industry by announcing a new partnership with PX Précinox SA, Swiss gold refinery company, to establish the first commercial export route for Fairmined Gold from Bolivia. After two years work, two gold mines reached Fairmined certification: '15 de Agosto' mine in Bolivia and 'Coodmilla' mine in Colombia.

Chopard pledged to buy 100% of the Fairmined gold extracted by those mines. The 15 de Agosto Cooperative,  based at 4000m above sea level in the magnificent Andes mountain range, is one of the largest independent cooperatives in Bolivia with 198 members, of which, 78 are women.

Fairmined Mine interior in Coodmilla Cooperative ©Gaelle Tavernier-ARM

Caroline Scheufele, Marion Cotillard and Livia Firth reviewing the 'Marion Cotillard Opal Collection'

Film Industry

Caroline Scheufele and Victoria 'Posh Spice' Beckham, Cannes 2016

Chopard regularly causes a sensation on the red carpet at Cannes as well as at the French Césars, BAFTA, Golden Globes and Academy Award ceremonies.

The brand is present at all the most prestigious cinema events and lends consistent support to this “seventh art”.

CineCitta in Rome

Chopard sponsored the restoration of historic CineCitta studios in Rome.

Caroline Scheufele and Alexis Veller supporting CineCitta renovation in Rome

Princess Isabella Borromeo wearing Chopard and Ugo Brachetti Peretti at CineCitta in Rome

Red Carpets

Julia Roberts is a pretty woman in Chopard at Cannes 2016

Charlize Theron with Sean Penn at Cannes 2016

Araya Alberta Hargate at Cannes 2016

Fan Bing Bing at Cannes 2016

Lea Seydoux at Cannes 2016

Jane Fonda




Jennifer Lawrence




Michael Fassbender

Palme d'Or in Fairmined gold

The Palme d'Or
Since 1998, Chopard has been official partner of the Cannes Film Festival, and each year it creates new dream models and events to celebrate its enduring love of movies: jewellery collections for the legendary “mounting the steps” ritual, parties to honour films, a trophy for youthful talents, and the Palme d’Or - Chopard accompanies each step of the Festival.
Since 2015, the Palme d'Or has been made of Fairmined gold; ethically sourced material.

“There is definitely a bond between films and jewellery: a world of dreams. The decision to partner the Cannes Film Festival was thus an entirely natural choice. “ – Caroline Scheufele.

Caroline Scheufele designed the Palme d'Or

The Chopard Trophy
Since 2001, the Chopard Trophy awarded by a jury of professionals honours two film “revelations”, with the support of the Cannes Film Festival.

This prize is awarded during the festival and enables Chopard to affirm its support for young actors and for the world of cinema in general.

Many of them go on to become household names and they have never forgotten Chopard on the Red Carpet since.

Blanca Suarez

Chopard and stars
Chopard loves actresses and the feeling is entirely mutual. The various editions of the Cannes Film Festival provide an opportunity to adorn the most glamorous stars:  Cate Blanchett, Zhang Ziyi, Pénélope Cruz, Diane Kruger, Charlize Theron, Marion Cotillard, Emmanuelle Béart, Isabelle Huppert, Gwyneth Paltrow, Angelina Jolie, Sharon Stone, Catherine Deneuve and countless others…

Penelope Cruz receiving the best actress award of the 2006 Cannes Film Festival and Pedro Almodovar

Chopard brings stars good luck at the Oscars.

Chopard has become the lucky jeweller for movie stars. Over the past years, several actresses adorned in Chopard jewellery have won a Lead Actress or Supporting Actress award: Charlize Theron, Hilary Swank, Rachel Weisz, Helen Mirren, Marion Cotillard, Kate Winslet, Penelope Cruz and Julianne Moore.

Julianne Moore

Marion Cotillard, 2008 Oscar winner in Chopard jewellery

Kate Winslet, 2009 Oscar winner in Chopard jewellery

The close ties between Chopard and stars are often a matter of the heart.

In 2006, Cate Blanchett wore a necklace in Cannes that really caught her fancy. She persuaded the costume designer of the film 'Elizabeth, the Golden Age' to view Chopard creations. The latter was so impressed that she chose Chopard jewellery for the film.

In 2009, 'Nine', a musical drama metafilm directed and produced by Rob Marshall, featured Chopard jewellery or watches in almost every scene.  I know because I watched the film avidly, wearing my shiny new L.U.C Lunar One.

Gentlemen are not forgotten by Chopard at Cannes and Le Mans

Jacky Ickx (Driver), Karl-Friedrich Scheufele (Watch Boss) and Romain Dumas (Driver) at Cannes

Romain Dumas and wife

Jake Gyllenhaal (Judge) at Cannes in Chopard

Brendon Hartley (Driver) wearing L.U.C Lunar Big Date

DJ Jack Guiness wearing L.U.C XPS Fairmined

Mads Mikkelsen wearing L.U.C Regulator

Mark Webber (Driver) with Scheufele ladies at Le Mans

Chopard appeals to the young and trendy for the future

Jennifer Lawrence




Saoirse Ronan




Oliver Cheshire and Pixie Lott




Caroline Scheufele and Robbie Williams at Chopard GOLD concert




Robbie Williams and wife - Ayda Field in Chopard

Fundamental training

Gem setting

“Our family history is the cornerstone of Chopard, laid by artisans and handed down from generation to generation. This know-how is infinitely precious.” - Karl-Friedrich Scheufele.

In order to pass on its expertise and to nurture innovation, Chopard conducts its own internal training programme. Each year, 25 apprentice watchmakers and jewellers embarking upon four-year training courses are supervised by an apprenticeship master on all three production sites.

The 2008 Best Training Company prize awarded by the State of Geneva in the category of Applied Arts rewarded Chopard’s long-term commitment to education.

CONCLUSION

On that forward looking note, I end this 10-part series: 'A Brief History of CHOPARD Time and Jewels' with high hopes for future innovations and delights from Chopard.

I know that we are in for many more treats during 2016, the 20th anniversary of Chopard Manufacture and I cannot wait to write the next chapter in a 'Longer History of CHOPARD Time and Jewels'.

Dr. Melvyn Teillol-Foo, 2016.

TIMELINE

1996: Creation of watches on behalf of the Geneva-based affiliate of José Carreras International Leukaemia Foundation, the Fondation José Carreas pour la Lutte contre la Leucémie.

1998: Chopard becomes official partner of the Cannes Film Festival and Caroline Scheufele redesigns the Palme d’Or, from now on crafted in the Chopard workshops.

1999: Partnership with the Prince’s Foundation founded by the Prince of Wales.

2001: Creation of the Chopard Trophy at the Cannes Film Festival
Caroline and Karl-Friedrich Scheufele become co-presidents of Chopard.

2002: Chopard becomes official timekeeper of the prestigious Grand Prix de Monaco Historique, a classic car race held in Monte Carlo.
Launch of the Elton John watch collection on behalf of the Elton John AIDS Foundation.

2008 : “Best Training Company Prize” in the “Applied Arts” category awarded by the State of Geneva and honouring Chopard’s long-term commitment to the field of training and education.

2013: Chopard embarked on the 'Journey to Sustainable Luxury' in partnership with Eco-Age and 'Alliance for Responsible Mining' (ARM).

2014: Chopard launched world's first high horological watch made of Fairmined gold: L.U.C Tourbillon QF Fairmined.

2015: Chopard launched L.U.C XPS Fairmined watch.

Acknowledgements for Facts and Images: 

Chopard Manufacture Archivist A.W.
L.U.CEUM (Chopard Museum), Fleurier
Scheufele Family

A Brief History of CHOPARD Time and Jewels part 1: First Generation  CLICK following URL to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 2: Second Generation  CLICK following URL to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 3: Third Generation  CLICK following URL to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 4: New Beginnings CLICK following URL link to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 5: Happy Diamonds  CLICK following URL link to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 6: Production Sites  CLICK following URL link to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 7: Chopard Manufacture - First 20 Years  CLICK following URL link to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 8: Karl-Friedrich Scheufele - Early Years. CLICK following URL link to read:
www.watchprosite.com

A Brief History of CHOPARD Time and Jewels part 9: Caroline Scheufele - Early Years. CLICK following URL link to read:
www.watchprosite.com=

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