It may be the prerogative of family-run businesses to have a long-term vision that integrates sustainability as a fundamental company value. The project "Journey to Sustainable Luxury," launched in 2013, is the clearest expression of Maison Chopard. Lucent Steel™ is another step in this long journey.
A deep, concrete, and continuous commitment
In 2019, upon its introduction, Lucent Steel™ had a recycled steel content of 70%. Since the end of 2023, Chopard has been using Lucent Steel™ for all its steel watches, including cases and bracelets. Lucent Steel™ is now manufactured with a recycling rate of at least 80%. Chopard's commitment doesn't stop there, as the Maison aims to reach 90% by 2028. This commitment will significantly reduce Chopard's CO2 emissions related to steel. According to ISSF (International Stainless Steel Forum) key figures, transitioning from a standard recycled steel content of 50% to 80% reduces production-related emissions by 30%. With a 90% share of recycled steel, this reduction goes up to 40%. A strong commitment for concrete results, as expressed by Karl-Friedrich Scheufele, co-president of Chopard: “Chopard is engaged in a long-term process to responsibly source raw materials necessary to perform its activities. We are proud of what we have achieved in just ten years. Thanks to our ethical gold sourcing, which began gradually in 2013 with the complete usage of 100% ethical gold in our workshops by 2018, and now our commitment to 80% recycled steel, we are approaching an ideal: ensuring a fully responsible production of watches and jewelry.”
A steel with unique qualities
Chopard's Lucent Steel™ is made from high-quality industrial waste from Swiss watch manufacturers, as well as high-quality steel used in medical, aerospace, or automotive fields. The unique re-melting process used to create Chopard's Lucent Steel™ grants this material three exceptional characteristics. On one hand, it is hypoallergenic; its similarity to surgical steel makes it highly dermo-compatible. On the other hand, its hardness is such that it is 50% more resistant to abrasion than conventional steel. Finally, its superior homogeneous crystalline microstructure allows it to reflect light in a unique way. This high-performance steel contains far fewer impurities than conventional steel, ensuring unmatched brilliance, shine, and luminosity.
A circular ecosystem
Lucent Steel™ results from Chopard creating a local and circular production circuit. All Chopard's recycled steel suppliers are located within less than 1000 km of its manufacturing units, either in Switzerland or in neighboring countries (Austria, France, Germany, and Italy), thus reducing transport-related emissions.
Chopard's main suppliers are Voestalpine, a subsidiary of the world's steel leader in Austria, and the Swiss company PX Precimet. The Maison also collaborates with the innovative Swiss company Panatere, which is actively developing a metal manufacturing process using solar energy, further dividing its environmental impact by 165!
Moreover, the waste resulting from Chopard's manufacturing process is collected by its suppliers to be recycled into new high-quality steel. This circular process limits the extraction of raw materials, without compromising the quality that is integral to all the Maison's activities.
When the commitment is strong and authentic, the results become very concrete. Chopard is a striking example of this.
