Pre-loved luxury jewelry is a smart long-term investment that blends elegance, exclusivity and strong resale value. These five iconic pieces stand out for their high demand and consistent performance on the secondary market.
20/02/2026
In 1860, Louis Ulysse Chopard, a young Swiss watchmaker from the Jura region, founded his workshop in Sonvilier. At just 24 years old, he began creating highly precise pocket watches and chronometers that quickly gained recognition in Russia, Scandinavia, and Eastern Europe. His work was so admired that it eventually reached the court of Tsar Nicholas II.
After Louis Ulysse’s death in 1915, the brand passed to his son Paul Louis Chopard and later to his grandson Paul André. Under their leadership, Chopard moved to La Chaux-de-Fonds in 1921 and later to Geneva in 1937, meeting the strict standards of the prestigious Geneva Seal.
In 1963, Chopard experienced a pivotal transformation when Paul André sold the brand to German entrepreneur Karl Scheufele III. This acquisition marked the beginning of a new era driven by innovation and expansion.
Under the Scheufele family’s vision, Chopard achieved a perfect balance between precision watchmaking and creative jewelry, allowing the brand to diversify and strengthen its global presence.
In 1976, Chopard introduced one of its most iconic creations: the Happy Diamonds collection. Featuring free-moving diamonds set between sapphire crystals, this revolutionary concept captured the attention of the fashion and luxury worlds.
This milestone marked Chopard’s strong commitment to women’s collections and sporty elegance. During the 1980s, the brand also expanded its men’s sports watch lines, consolidating its position in the luxury watch market.
In 1996, Chopard opened the L.U.C. movement manufacture in Fleurier, reinforcing its technical independence and mastery of high-end watchmaking.
Today, Chopard remains a family-owned company led by Karl-Friedrich and Caroline Scheufele. The brand produces approximately 75,000 watches and 75,000 jewelry pieces annually, with its headquarters in Geneva.
Since 2013, Chopard has used exclusively ethical gold across all its collections, reflecting its strong commitment to sustainability. The brand is also a member of the Responsible Jewellery Council, reinforcing its dedication to ethical and environmentally responsible practices.
One of Chopard’s most prestigious partnerships is with the Cannes Film Festival, where the brand has been an official sponsor since 1998. Chopard also designs the iconic Palme d’Or, awarded to the festival’s best film, firmly associating the brand with cinema and glamour.
Another notable collaboration is with the Mille Miglia, one of the world’s most famous classic car races. Since 1988, Chopard has been the official sponsor, creating watches inspired by classic automobiles and highlighting its passion for precision and performance.
Today, Chopard represents the perfect fusion of Swiss tradition, technical excellence, and artistic creativity in luxury jewelry and watchmaking. Its strong ethical commitment, innovative design, and family-driven philosophy have positioned it as one of the most respected and admired luxury brands among collectors worldwide.
Chopard not only defines luxury but also sets standards for ethical and environmental responsibility in the world of haute horlogerie and fine jewelry.
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