Owning a luxury watch is a statement. It is a sign of prestige and lifestyle. Offer, for the luxury watches, or so cold luxury watches, on the market is huge, and I often get questions about some costly timepieces.
Let’s be clear, there is a significant difference between just an expensive watch and a luxury watch.
Today, I want to talk about Chopard watches; is Chopard a luxury watch?
It most definitely is! Chopard is an independent Swiss watch brand that rightfully goes under the category of luxury brands because their watches are reliable and accurate. Made from the finest materials, mostly by hand, Chopard’s entirely in-house manufactured mechanisms are a symbol of quality in the watchmaking industry.
There are quality watches, and then, there are high-end top watch brands. If you are wondering about how to differentiate between those two, stay with me while I explain what makes Chopard watches expensive but unique, valuable and worth having.
5 Reasons Why Chopard Watches Are So Expensive
Not every expensive watch is a luxury watch, but every luxury watch does cost a good amount of money.
The price of a Chopard watch matches their exclusivity; the brand’s name, history and impact in the horology world; the overall quality of the final product and meticulous attention to detail for every single component of each timepiece they make.
Obviously, luxury watches are not mass-produced, and the process of manufacturing and assembling each wristwatch is a thrilling story about the final product that one day, you will casually wear on your wrist.
So here is the story behind luxury Chopard watch:
1. Iconic in-house mechanism
First, and foremost important when it comes to determining a luxury watch, which adds to the costs of production and final price is an in-house mechanism.
Powering the watch with in-house, unique and high-end movement is what sets you apart from other watchmakers.
Chopard manufactures high-level, complicated mechanisms for its watches entirely in-house.
Although Chopard is an old brand with a long tradition, it became a significant player in the watchmaking industry in 1994. When the first L.U.C. in-house caliber was made.
L.U.C. calibers are now iconic high-frequency, powerful mechanisms which are the symbol of precision and quality in the industry.
2. Hand made craftsmanship
Most of the magic happens in Fleurier, in Chopard’s facility where all L.U.C. mechanisms are produced.
The process starts with cutting the raw materials, using CNC (Computer Numerical Control). Finishing the components is done by Electroplating with a considerable amount of fine finishing that is done by hand, like tolerance check, cleaning galvanized parts and final polishing (shinny surface or matt effect created by using different materials)
Engraving, again, all done by hand. Just imagine what a slip of a hand would mean in this process!
All adjustment and assembly of Chopard watches are also done in house (which is quite rare in the industry) by hand. They go that far that they even smelt their own gold.
Click here if you like to find out the end-to-end process of how Chopard produces their high-end watches
3. Complications
The more complications, the more high-end the watch is.
Chopard has a wide range of incredible complications, all made in-house. This is where a very small number of brands can compete with them.
If you really want to have a top luxury watch, then you should look into Chopard’s offer and go for timepieces that are equipped with complications like perpetual calendar, tourbillon escapement, moon phases, world-time complication, a leap year indicator, and so on.
4. Finest Materials
The majority of the work on Chopard watches is done using stainless steel or gold.
Chopard watches are certified with Geneva Seal, which among the rest, is a testimony of the quality of materials used. Only watches that are made from natural and traditional materials and have fine tunned finishing touches on the component can be certified with Geneva Seal.
Another significant value for any luxurious brand is responsible sourcing.
I have already mentioned that Chopard uses its own gold. Furthermore, Chopard is committed to sourcing 100% ethical gold. That means, they are sourcing in accordance with Chopard Code of Conduct for Partner; all the gold they purchase comes from sources that are verified for meeting the highest international environmental and social standards.
5. The wide range of choices with equal attention to detail and quality
Today, there are 10 different families of L.U.C. calibers all certified for quality and precision by the COSC and many with Seal of Geneva.
It is really amazing to have such a wide selection, for everyone’s taste, with equally fascinating precision, power, and raising functionality.
You can choose from simple version L.U.C 1937 Classic – chronometer with time, date and 60 hours of power reserve in stainless steel for under $10.000 (which really is a reasonable price for movement of that caliber, assembled, decorated and engraved by hand)
The same watch/mechanism in pink-gold retails for $19,020.
The time for manufacturing, the number of components, materials and people invested in each watch will raise with more complications, and so will its price.
Is Chopard Better Than Rolex?
This is another common question: if Chopard is so good, is it better than Rolex?
Truthfully, no real horology enthusiast will actually ask this question because it is impossible to simply compare two high-end watchmakers as better or worse.
Rolex and Chopard are luxury watch brands that deserve respect and admiration, because of its precision and quality of their timepieces. Rolex watches are more rugged and durable, while Chopard timepieces are geared towards classic design. The difference in the overall quality are closely matched.
The choice between two is mostly a matter of taste. When it comes to comparing these two brands here is what you should know, to make an easier choice:
- Precision will not really be a part of your decision because both Rolex and Chopard are COSC certified. Plus, both brands hold the designation of ‘Superlative’ Chronometer, which means their watches go undergo further testing for the highest standard in precision.
- Rolex has a 100% brand recognition. Chopard is ranked 4th most popular Swiss watch brands, according to the Interbrand (an agency for the evaluation of Swiss watches), which is also quite impressive. Brand recognition is the testimony of history, heritage and quality of the brand. However, when brands are placed so closely as these two, the ranking is not saying anything about one having better or more prestigious watches than another.
- Both Rolex and Chopard produce high-end in-house mechanisms. Comparing Rolex mechanisms and L.U.C. would be tough. However, as we are speaking about the whole brand and not each specific timepiece, not all Chopard watches have entirely in-house produced mechanisms, and they have a wide range of Quartz watches (which are, from obvious reasons, way more affordable). On the other hand, Chopard does have an in-house made turbillion complication while Rolex does not. This is just an example that your final decision always has to be made according to a specific wristwatch, not solely according to a brand.
- Toughness and durability. This is maybe where the choice becomes easier depending on what you want from a watch (aside from the exclusivity and quality).
Rolex watches are more rugged and durable. They take pride in challenging their timepieces with extreme tests of toughness which makes their watches almost indestructible. While, Chopard watches are more of a classic design made for occasions where you do not need to test how much can your wristwatch endure.
Rolex also makes diving watches, while Chopard has a basic and standard water-resistance on their timepieces.
Hence, the decision lies in the lifestyle and the statement you want to make with your wristwatch.
- Rolex has a higher price for its entry-level pieces, starting from a retail price of $5.700, while Chopard’s entry-level men’s watch retails for around $5.000 and below $5.000 for ladies watch.
Do Chopard Watches Hold Their Value?
Chopard watches do hold their value. With a brand with such a long tradition, known for the quality of their work – starting from the attention to details, materials used, innovations and complications included in their timepieces, their value stays stable.
Chopard is one of the most known luxury watch brands, which on its own, is a fact that keeps the value of their products up.
L.U.C. In-house Chopard’s mechanism follows the highest standards and can compete with the best of the best in the industry. Handmade craftsmanship of L.U.C. movements is legendary.
Chopard offers high-end complications on their timepieces which sets them apart and keeps the Company in the high-valued luxury family of watches.
Is a Chopard watch a good investment?
Luxury watches are in high demand, so investing in one of the Chopard’s exclusive wristwatches is a good choice.
That said, the value of any watch will depend on many factors – from the quality to the market conditions.
When it comes to Chopard, the brand is well known and in high demand. The resale value of their watches is less than with Rolex and Cartier. Brands like these, have stronger brand recognition which plays into this fact.
On the other hand, Chopard is a smaller, privately-owned company that produces less than these giants of the industry, but the demand for their watches is high (which can be an advantage).
The brand name is something that sets the part of the price. Chopard has a big offer of watches and collections, and you need to know what specific timepiece will hold the value in years to come.
Obviously, the more exclusive the watch is, the higher return value will be. A lot of Chopard watches, limited editions and best-known collections are sold on auctions for a significant amount.
In conclusion, if you know to recognize a superb watch quality and to read the market (to some degree at least) Chopard is a good investment.
If you never invested in a watch, I would definitely recommend getting a Chopard watch. Even an entry-level timepiece will amaze you with the beauty and functionality. Who knows? Maybe one day you will realize you have something worth more than you thought it would.
