Chopard revealed that from July 2018 it will use 100% ethical gold in its jewellery and watches.
In order to further increase its contribution in artisanal gold miners’ improvement initiatives and therefore contribute to a further growth of volumes of ethically extracted gold, Chopard joined SBGA (Swiss Better Gold Association) in 2017. Speaking at a press conference Karl Friedrich Scheufele, Co-President of Chopard said, “It is a bold commitment, but one that we must pursue if we are to make a difference to the lives of people who make our business possible.”
Only gold acquired from responsible sources, verified as having met environmental and social standards will be used by the company for future items. Chopard gold will be responsibly sourced from one of two traceable routes: Artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes. RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.
Long-term supporters and friends of Chopard; Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang came to champion the gold landmark announcement, made by Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele, in front of a packed audience at Baselworld Watch and Jewellery Fair.
