Luxury can very often have unpleasant connotations, whether that’s epicurean delicacies that would raise an eyebrow in polite society or leather goods crafted from exotic hides.
So it’s refreshing to see Chopard doing so much to align itself with the principles of Fairmined, an assurance label that puts goldminers and their welfare first, going so far as absorbing the premium that Fairmined gold costs over that sourced by regular means.
Chopard has moved on quite a bit since it became the first brand in the world to produce a watch using Fairmined gold in 2014; at the time it could produce just 25 pieces.
Now Chopard is able to buy a greater quantity as the project matures and has invested in a completely discrete production line for its Fairmined pieces, which include the utterly luscious L.U.C XPS Fairmined. Limited to 250 pieces, the XPS positively oozes luxury with its pépite dial, ultra-thin case and COSC-certified automatic movement.
