Chopard
For those who appreciate playful elegance in every moment.
Founded in 1860 in Switzerland, Chopard is a heritage Swiss maison known for its luxury timepieces that blend craftsmanship with a playful elegance, particularly exemplified in its Happy Sport collection. The brand occupies a distinguished position in the high-end market, appealing to both watch enthusiasts and luxury consumers alike.
Chopard has been owned and run by the Scheufele family since 1963, which gives it more design continuity and less pressure to chase trends than most groups-owned luxury houses. Its L.U.C. line is where Chopard proves its haute-horlogerie credentials, building Poinçon de Genève-certified in-house movements largely away from public marketing. The Alpine Eagle, reintroduced in 2019 as a reworking of the brand's own 1980 St. Moritz design, has since become Chopard's answer to the integrated-bracelet sport-luxury category dominated by Royal Oak and Nautilus. Meanwhile the Mille Miglia line ties the brand to motorsport heritage through its long-running partnership as official timekeeper of the Mille Miglia road race since 1988. Chopard's range spans from accessible ETA-based references to serious in-house haute horlogerie, which makes it a broader proposition than its playful Happy Diamonds image alone suggests.
Country
Switzerland
Founder
Louis-Ulysse Chopard
Positioning
luxury, dress-watch
Main collections
Alpine Eagle
$19,224
Chopard's integrated-bracelet sport-luxury line, reworking the brand's own 1980 St. Moritz design with an eagle-eye-textured dial and a screw-locked steel case.
L.U.C
$23,544
Chopard's haute-horlogerie line, built around Poinçon de Genève-certified in-house movements aimed squarely at serious collectors.
Mille Miglia
$11,124
A motorsport chronograph line tied to Chopard's role as official timekeeper of the Mille Miglia historic road race since 1988.
Prices by collection
As of August 2026 — retail, before any market premium or discount
Steel (Lucent A223) references anchor the line; rose-gold and gold-and-steel versions climb well above.
Chopard's haute-horlogerie manufacture line; the most complicated tourbillon and perpetual-calendar references push far beyond these figures.
Steel motorsport chronograph line; limited-edition racing liveries sit at the upper end.
The brand
About Chopard
Louis-Ulysse Chopard founded the company in 1860 in Sonvilier, in the Swiss Jura, building a reputation for precise pocket watches that reportedly reached the Russian imperial court. In 1963, German jeweller Karl Scheufele III acquired the company; his family still owns and runs it today, operating jewellery and watchmaking as two genuinely separate, equally serious divisions rather than one subsidizing the other.
In the mid-1990s, co-president Karl-Friedrich Scheufele set up a dedicated workshop to build a genuine in-house caliber honoring the founder. The L.U.C 96.01-L micro-rotor automatic launched in 1996, and Chopard Manufacture was formally established that year in Fleurier — a rare case of a jewellery-first house building real COSC- and Geneva Seal-level movement capability from a standing start.
Why Chopard matters
Chopard's family ownership, unbroken since 1963, gives it something few groups-owned luxury houses have: design continuity and no pressure to chase seasonal trends to satisfy a parent company's earnings calendar. That stability lets Chopard run jewelry and watchmaking as genuinely separate, equally serious divisions, rather than treating one as marketing support for the other.
Since 2018, Chopard has sourced 100% ethically certified gold for its entire collection, a first among major maisons. Its watch identity splits cleanly between the playful, diamond-set Happy Diamonds jewelry watches and the restrained L.U.C dress line — a rare combination of genuine in-house haute horlogerie and unapologetically playful design under one roof.
Style, fit & buyer profile
The Alpine Eagle is Chopard's integrated-bracelet sport-luxury line, reworking the brand's own 1980 St. Moritz design with an eagle-eye-textured dial and a screw-locked steel case — a genuine historical claim in a category otherwise dominated by watches imitating the Royal Oak or Nautilus. The L.U.C line sits opposite it: Poinçon de Genève-certified in-house movements built for collectors who care about movement finishing more than case presence.
The Mille Miglia line ties the brand to motorsport heritage through Chopard's role as official timekeeper of the historic Mille Miglia road race since 1988, offering a racing-chronograph alternative to both the sport-luxury Alpine Eagle and the haute-horlogerie L.U.C. Buyers choosing Alpine Eagle want integrated-bracelet presence, buyers choosing L.U.C want certified in-house engineering, and buyers choosing Mille Miglia want a chronograph with genuine racing pedigree.
Price positioning
In the current 10h09 catalogue, the Alpine Eagle runs from roughly $11,500 in steel to $41,400 for rose-gold and gold-and-steel versions, while the L.U.C. haute-horlogerie line starts around $14,720 and reaches $55,200 before accounting for the most complicated tourbillon and perpetual-calendar references, which push higher still. The Mille Miglia is the accessible entry point at $5,980 to $11,960, with limited-edition racing liveries at the top.
That range positions Chopard alongside Omega and IWC as an independent-minded Swiss house spanning accessible sport watches through to serious haute horlogerie, rather than a single-tier luxury brand — a breadth its playful Happy Diamonds image alone doesn't suggest.
What sets Chopard apart
Chopard's L.U.C. line carries in-house movements certified with the Poinçon de Genève (Hallmark of Geneva), one of watchmaking's strictest quality certifications.
Introduced in 1976, Happy Diamonds set loose diamonds between two sapphire crystals, letting them move freely as the wearer moves — a Chopard signature ever since.
The Alpine Eagle, launched in 2019, is a direct reworking of Chopard's own 1980 St. Moritz design rather than a new entry into the integrated-bracelet sport-watch category.
Browse all 23 references
- Mille Miglia GTS — 168565-3001
- Mille Miglia Chronographe — 168588-3001
- Mille Miglia GTS Power Control — 168566-3001
- Mille Miglia Chronographe Race Edition — 168571-3009
- Mille Miglia GTS Chronographe — 168571-3001
- Mille Miglia Race Edition — 168589-3028
- Mille Miglia Classic Chronographe — 168619-3001
- Mille Miglia Classic Chronographe Edition France — 168619-3007
- Mille Miglia Classic Patina — 168619-3010
- Alpine Eagle 33 — 298617-3001
- Alpine Eagle — 298601-3001
- Mille Miglia Classic Chronographe — 168619-4001
- L.U.C XPS Forest Green — 168629-3001
- L.U.C XPS Prussian Blue — 168629-3002
- Mille Miglia Chronographe Race Edition — 168571-6004
- Alpine Eagle — 298600-3001
- Alpine Eagle 41 AM — 298600-3038
- Alpine Eagle XL Chrono — 298609-3003
- L.U.C Qualité Fleurier — 168631-3001
- Alpine Eagle Cadence 8HF — 298600-3020
- Alpine Eagle 41 XPS — 298623-3001
- Alpine Eagle 41 XP — 298630-3001
- L.U.C Strike One — 168627-3003