Brand Histories

1836 • May 4th, birth of Louis-Ulysse Chopard in Sonvillier, between St-Imier and La Chaux de Fonds.

1860 • At the age of 24, Louis-Ulysse Chopard set up his own watch-making business, with his initials, L.U.C. and the name of the company, on the shop-front.
To distinguish himself from his eighty competitors, Louis-Ulysse Chopard put his faith in precision and quality, with the motto, “Quality with the maximum possible work by hand.”

1912 • As he travelled to Russia, via Poland, Hungary and the Baltic countries, the ticking of CHOPARD watches reached as far as the court of Tzar Nicholas II.

1920 • Transfer of head office to Geneva.

1930/40 • André Chopard directed a staff of 150 employees, making precision fob and wristwatches. The CHOPARD clientele came mostly from Scandinavia and Eastern Europe.

1963 • André-Paul Chopard, the founder’s grandson, became the head of the family company. At the age of eighty, he found himself with no descendants willing to take over the business. He met Karl Scheufele III, who was interested in carrying on the Chopard heritage, and whose family had, since 1904, acquired a certain reputation for jewellery and watch manufacture under the brand name ESZEHA.

The family firm was ceded to the Scheufele family.

From that moment on, the CHOPARD brand has achieved lasting success.


1988 •CHOPARD was one of the main sponsors of the re-launch of the famous motor race, the MILLE MIGLIA in 1977.

1995 • From then on, CHOPARD made its own ébauches in Fleurier, with automatic calibers 1.96 and 3.96, with micro-rotor and double spring drum.

1996 • In July, José Carreras et Karl Scheufele joined forces to fight leukaemia by creating a limited edition which would run for successive years, and whose profits would go to the José Carreras Foundation for the fight against leukaemia.

1998 • CHOPARD became official partner of the Cannes Film Festival and created the Palme d’Or, the Golden Palm award.


1999 • Presentation of the L.U.C. SPORT 2000, equipped with the L.U.C. 4.96 movement.


2000 • Introduction of the L.U.C. QUATTRO, the L.U.C. 1.98 is unveiled, with a hand-wound movement with a power reserve of around ten days.
CHOPARD sponsored MILLE MIGLIA for the 13th consecutive year, by dedicating a special line of watches to the legendary motor race.

2001 • Launch of the L.U.C. TONNEAU, equipped with an automatic rewind calibre, the L.U.C. 6.96.

2002 • Between the production units in Geneva, Pforzheim and Fleurier, CHOPARD employs over 700 people.
CHOPARD supported the Historic Monaco Automobile Grand Prix and brought out a dedicated watch in a special edition.

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