It’s one small leap for man, but one giant commitment for Chopard, and hopefully one that sees other big brands follow suit. Last week at Baselworld, the Swiss luxury watch and jewellery house announced that within a few short months, it will be using 100 per cent ‘ethical’ gold in all its creations.
Chopard’s co-president and creative director Caroline Scheufele, the head of this powerful family-run business, has been incorporating more ethically-sourced materials into her designs bit by bit over the years – a small collection using ethical gold here, a clutch of opals from an ethical family-run mine there – but this new commitment is a major one, and one Chopard won’t be able to reverse without...