Luxury With A Conscience: Chopard Targets 100% Ethical Gold By This July
Driven by a passion for sustainability and philanthropy, Chopard embarked on a Journey to Sustainable Luxury in 2013. It became the first watch and jewellery brand to partner with South America’s Alliance for Responsible Mining (ARM) that supports and enables small scale mining communities to reach Fairmined certification (think Fairtrade but for gold) while also providing training, social welfare and environmental support.
Also read: The must-see timepieces from Baselworld 2018
Since 2010, it is also a member of the Responsible Jewellery Council (RJC) committed to ethical sources of diamonds and other precious stones. Chopard’s dedication to the membership recently led it to cease acquiring Burmese gemstones in light of the escalating Rohingya crisis.
Deepening its commitment to the cause, Chopard announced at Baselworld 2018 that it would use only Ethical Gold for the production of all watches and jewellery from July this year. Defined as “gold acquired from responsible sources, verified as having met international best practice environmental and social standards”, Chopard is also measuring this Ethical Gold pursuit against the UN Global Goals for sustainable development.
Baselworld 2018 releases made of Fairmined gold
The L.U.C Full Strike, Chopard’s first minute repeater that won the Best In Show prize at last year’s Grand Prix d’Horlogerie de Geneve, now appears in Fairmined 18k white gold. The 42.5mm case features a vertical satin-brushed case band for a handsome contrast with the polished bezel and caseback. The shine of the gold is also guaranteed to remain stable for a long time thanks to the presence of palladium in the alloy. The dial is also crafted of white gold but given silver galvanic finishing.
The aptly named Green Carpet Collection comprises two new high jewellery sets of necklaces and earrings in intricate diamond lacework. The RJC-sourced diamonds are set on Fairmined gold.