A Guide to Chopard Watches
For over 150 years, Chopard has captured the imagination of royalty, celebrities, and collectors
14/10/2025
Mention Chopard, and one immediately thinks of glamour, luxury, and exclusivity. For over 150 years, the Swiss firm, founded in 1860, has stood as a beacon of horological excellence and aesthetic refinement, capturing the imagination of royalty, celebrities, and connoisseurs alike.
Chopard St.Moritz Skeleton automatic lady's wristwatch
From its early foundation, the brand earned a reputation for producing reliable, precision chronometers and pocket watches, particularly cherished by the Swiss Railway Company, for whom technical accuracy was paramount, and the Tir Fédéral, the famous shooting competition.
However, it was in 1963 that Chopard rather changed direction when acquired by the Scheufele family, themselves esteemed German jewellers. Under the new direction, Chopard expanded beyond classic timepieces into a world of high jewellery, embellishing its watches with diamonds and precious stones. This fusion of Swiss horological excellence and the jewellers' art has resulted in iconic collections, altering the landscape of luxury watchmaking with a rich diversity of designs.
Chopard Classique Femme diamond-set wristwatch
Chopard's allure is multifaceted. Its core values lie in a dedication to traditional craftsmanship and technological excellence, as seen in the intricate complications of the prestigious L.U.C series, featuring tourbillons and perpetual calendars. However, the brand is also playfully experimental as exemplified by the Happy Diamonds collection (1976), which revolutionised the industry with its free-floating diamonds set between sapphire crystals. Exclusivity is also paramount as Chopard has limited production numbers compared to many of its luxury watch competitors. In addition, Chopard's moves toward ethical sourcing of gold from Swiss Better Gold Association mines, and responsible diamond practices, have resonated with a new generation of environmentally aware luxury buyers.
Other notable collections include Mille Miglia, inspired by the classic Italian car race. This collection blends automotive nostalgia with high-end Swiss engineering, prized among racing enthusiasts and collectors. The Imperiale line is a somewhat more opulent and glamorous option with pieces available in steel, gold, and studded with gems.
Chopard Mille Miglia for Wempe
Chopard's enduring appeal is cemented by its prominent wearers. The brand is a longstanding partner of the Cannes Film Festival, famously creating the Palme d'Or trophy. Global stars such as Julia Roberts, Rihanna, Cate Blanchett, and Colin Firth have been spotted wearing Chopard watches at premieres and award ceremonies. At the same time, royal patronage (Princess Diana was known to wear a Chopard watch) ensures that the brand retains the cachets of good taste and aristocracy.
As such, there is enthusiastic demand for pre-loved models. If you are considering selling a Chopard watch, Dawsons expert team offers years of experience in the fine watches market. Bringing together expertise and a global client base, Dawsons is a trusted and reputable international auction house, consistently achieving competitive prices at its watch sales.
Most importantly, Dawsons in-house marketing team understands the unique qualities that make a Chopard watch desirable to collectors, from its mechanical complexity to its provenance and condition. This ensures your watch is presented in its best light to a large and discerning audience. In addition, if your watch is valued at more than £1000, you will incur no sellers' fees, which mean that you will receive 100% of the hammer (sale) price at auction.
Related Articles
Are Watches a Good Investment?
How Do I Find Out How Much My Watch is Worth?
Are Vintage Watches Worth Anything?
Buy or sell your Chopard watch with Dawsons
Our team of watch experts make it simple to sell your luxury watch online or buy fine watches at auction. Dawsons Auctioneers provide accurate valuations, competitive results, and trusted advice every step of the way. Get in touch today to find out what your watch is worth.
Call us on 0207 431 9445 or email us on info@dawsonsauctions.co.uk