Meet the new Chopard LUC Quattro in fairmined gold
It has been 55-years since Chopard was taken over by the Scheufele family, and since then it has become the ethical model to follow for many luxury brands.
When Karl and his heir Karl-Friedrich took over the company, they created a vertically integrated business and taken full control of its supply chain. This fact was confirmed earlier this year at Baselworld, when the brand announced that all the gold used in its watches and jewellery would be Fairmined, in accordance with the Council For Responsible Jewellery's 'Chain of Custody' initiative - which is all part of the brand's 'Journey to Sustainable Luxury'.
The new LUC Quattro is a great example of this, with the four-barreled 216-hour power reserve timepiece available for the first time in ethically-sourced gold.
Along with its new precious metal case, the watch features a silver-toned dial with a battery/day power reserve at the 12 o'clock, followed by a running second and date display at the six o'clock position.
It's a great example of how timepieces can give back to the community, while not taking away from the overall look and feel of a precious watch. Or in other words, it's both ethical and extremely good looking.