Chopard is the first luxury Maison to roll out 80% recycled steel for all its steel watches thus reducing its carbon footprint

Chopard becomes the first luxury Maison to roll out recycled steel for its watches. By the end of 2023, Chopard will use Lucent Steel^™ for the production of all its steel watches – including bracelets and cases. Lucent Steel^™ is made with a recycling rate of at least 80%. The Maison’s ambition is to reach at least 90% recycled steel in its Lucent Steel^™ by 2025. This commitment will allow Chopard to significantly reduce the carbon footprint of its steel.

A major step in Chopard’s Journey to Sustainable Luxury

As a family-run Maison driven by a long-term vision, sustainability has always been a core value for Chopard. Today sees another milestone towards the fulfilment of Chopard’s Journey to Sustainable Luxury.

This announcement builds on the existing Lucent Steel^™ – which was launched in 2019 with the iconic Alpine Eagle watch, and made of 70% recycled steel – marking a key next step in a multi-year project towards more responsible steel:

• By the end of 2023, all Chopard steel watches, including bracelets and cases, will include 80% recycled steel.
• By 2025 this figure will rise to a minimum of 90%.
• Chopard has underlined this commitment by becoming the first luxury Maison to join the Climate Group’s SteelZero initiative to work with the industry to speed up the transition to a net zero steel.

This initiative will allow Chopard to significantly reduce its CO₂ emissions related to steel, according to key figures from the ISSF (International Stainless Steel Forum). Shifting from standard 50% recycled steel content to 80% will cut emissions linked to production by 30%. At 90% recycled steel this figure increases to 40%.

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Rolling out Lucent Steel^™ for all steel watches is a logical next step for Chopard in its ambition to source more sustainable materials and pursue its Journey to Sustainable Luxury, an ambitious long-term commitment dedicated to making a positive difference in the luxury industry. It was launched in 2013 with the first Green Carpet Collection creations, and led the Maison in its pioneering work to achieve 100% ethical gold in 2018.

Chopard Lucent Steel^™

Chopard’s quest for sustainability is in no way detrimental to the exceptional quality or properties of the materials composing its timepieces. Chopard Lucent Steel^™ is made using high-quality industrial scraps from Swiss watchmakers, along with high-grade steel from the medical, aerospace and automotive industries.