Chopard L.U.C 8HF Chronometer Ownership Story

MichaelC · 2016-05-23T09:56:36Z

MichaelC shares his conflicted journey with the Chopard L.U.C 8HF Chronometer after a controversial photo incident. Explore the debate on brand perception and collector freedom.

MichaelC

WPS member · Chopard forum

26 replies6089 views1 photos

MichaelC shares a deeply personal account of his Chopard L.U.C 8HF Chronometer, detailing why he initially put it up for sale and his subsequent decision to keep it. His narrative explores the conflict between his passion for the watch and a contentious incident involving a photo and brand perception. This post offers a candid look at the emotional connection collectors have with their timepieces and the broader implications of brand relationships.

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Many of you have emailed me behind the scenes to ask why I had advertised my Chopard watch for sale in recent months, after professing my love for it here many times before. I'll share the story as the dust has settled and I am holding it for now.

I might have been the first Purist to go for this watch. I had wanted to get into the brand for a while, and the many unique aspects of this watch made it the choice for me. I bought it from a Chopard dealer, getting one of the last new pieces, and was thrilled. I posted and wrote about it a lot, and it quickly became a favorite.

I then shared a photo of the watch on top of a rifle. Some of you will remember it. It was a very artistic shot. Knowing guns are a polarizing topic around the world, I carefully cropped the image to focus on the watch, and the unique materials of it and the area of the rifle behind. Many of you complimented the photo, and it was a great topic. There was no ammo, no magazine, no muzzle - just a flat area where the watch lay very nicely.

Well, someone from Chopard emailed WatchProSite and explained that an "LUC watch" was not "appropriate" with that "type" of weapon. I only found out after my post was removed. Honestly, I understood the decision of the website, as they have a relationship with Chopard.

Nonetheless, this site has never been about censorship, and the incident was very angering. I don't think these big brands think about their actions enough. No watch will ever hold the place in my heart that my rights as an American do. As I said, I am very sensitive to the topic of firearms around the world. I am completely against violence. I live in Colorado, where sadly some of the worst gun related violent crimes have occurred. Sickening things that should never happen, anywhere.

My attraction to guns and other weapons started many years ago as a real admiration for the craftsmanship and beauty. The fit, finishing, tolerances - I see many parallels to watches, and do not think tasteful photos need to be frowned upon.

I was so upset about it, I immediately advertised the watch for sale. We all know Chopard is not a brand to hold value - a quick look on any auction site substantiates that. On my own watch, I was asking 50% of MSRP and nobody wanted it. And this for a virtually brand new watch. It would have been a loss of thousands of dollars, and I was ready to do it. Alas, I recently took it from the bank and remembered why I chose it in the first place. I have worn it again and most of the sour feelings are gone. The piece itself is awesome; I had looked for a black watch for some time that appealed to me on all levels, and this was finally it. I'm still a little conflicted because of the incident, and likely will never support this brand again, but what's done is done.

We will see how my feelings go, but for now I am back to wearing it. I thank all of you who messaged me privately about this topic and lent your moral support. The friendships here will always supersede the watches for me.

This message has been edited by MichaelC on 2016-05-23 10:02:05

Key Points from the Discussion

The site moderator clarifies that Chopard did not 'command' the photo's removal, but rather a PR person 'appreciated' that their products not be featured with firearms, a common preference among luxury brands to minimize misuse risk.
A contributor argues that an artistic shot of a watch with a gun should not be controversial, drawing parallels between fine firearms and fine timepieces in terms of craftsmanship, and questioning brands' selective associations with 'saintly' products.
The author expresses frustration over the perceived censorship and the distinction made by Chopard that an 'L.U.C watch' was deemed inappropriate, implying a 'regular' Chopard might have been acceptable.
The incident highlights a tension between brand expectations and collector freedom of expression, with some feeling that brands should not dictate how collectors photograph their watches.
A contributor, acknowledging the author's frustration, suggests that from Chopard's perspective, avoiding association with a 'hot button topic' on a partner site is understandable, urging a return to watch discussions.
The author emphasizes that a negative experience with a brand can significantly diminish the joy of owning a watch, even if the timepiece itself is exceptional.

The Discussion

Ares501 - Mr Green

May 23, 2016

to ask to remove your post cos of background That is just sad---so much for freedom in today's world I always thought that brands are here because of us not vice versa One thing though ... I don't get how "Nonetheless, this site has never been about censorship......" goes along with previous sentence "Well, someone from Chopard emailed WatchProSite and explained that an "LUC watch" was not "appropriate" with that "type" of weapon. I only found out after my post was removed." I was also baffled w

May 23, 2016

First, that's a great pic of the watch. Wow! Second, I share your view that there are a lot - maybe I should say A LOT - of parallels between fine firearms and fine timepieces. I'm an admirer of both. I'm happy to see that you're moving forward with the Chopard. Time heals all wounds. Maybe your enjoyment of it will double when you're at the range M4

MichaelC

May 23, 2016

Because losing almost $4000 on 1 Chopard can't be a model for success! It is a difficult topic for sure. If I asked, I think the photo could have been left. But my attitude was it was already removed without telling me first, so don't do me any favors now. And it should not be my decision as the one who made the post. I understand your questions about censorship. And you are correct - those sentences do not support each other. If there was one thing in Chopard's message to WPS that made me laugh

MichaelC

May 23, 2016

I was going to paint a bullseye on the crystal and hang it a few hundred yards out and introduce it to 168 grains of Sierra Matchking ;-) Alas, I don't roll that high... but it is the thought that counts, right?

Ares501 - Mr Green

May 23, 2016

but I know you know that dear Michael Anyhow it is truly ridiculous that LUC is not appropriate but "Regular is" You have strong point there... Our passion is fueled by many things and that things take their roots from many things including our Nationalities, "nature and nurture part of equation"...emotions....memories...madness...if you take that from us you better shoots us

MichaelC

May 23, 2016

Your remarks are valued, and I agree. I will say, many PuristS messaged and or emailed me privately to see what was going on. Our communal passion will never be taken away.

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