Chopard Takes Part in the Selfridges 'Project Earth' Campaign


The exhibition takes the form of a book concept, narrating the Maison’s significant milestones achieved since 1978 to encourage social responsibility and respect for human beings and the environment. A series of ten exceptional boutique windows, each one featuring a page of the book with a particular milestone, is displayed along with several special edition pieces crafted in Ethical gold and responsibly-sourced diamonds and coloured gemstones.

Among them, Chopard presents some of the most extraordinary high and fine jewellery pieces from its Green Carpet and Happy Diamonds Collections, as well as timepieces from its Alpine Eagle Collection which is dedicated to the support of the Eagle Wings Foundation.

In 2013, Chopard embarked on The Journey to Sustainable Luxury, a journey driven by a sense of profound humility and by an ambitious commitment to making a positive difference. Aware of the social and environmental challenges that surround the jewellery industry, as a family owned business, Chopard has always strived to work in a way that is respectful of people and the environment. Over the years, these values have become increasingly tangible and felt by the company as a whole, leading to the formalization and implementation of our Journey into our business practices and operations. The final destination may still be far ahead, but each action is one step closer to achieving a better future for our company, our people, and the generations to come.

In particular, their Journey to Sustainable Luxury is centered around their committement to protecting and preserving the Earth from which we source our raw materials. They operate according to compliance rules and verified industry standards and practices.

Responsibility means being transparent about our business practices and ensuring we continually improve these practices over time. They make sure that environmental, social and business conduct policies are communicated throughout the supply chain, from raw material suppliers, to internal employees, through to the communities in which the company operates, and the consumers who purchase the final products.