Chopard has become the first luxury watchmaking house to introduce recycled steel across its entire steel watch lineup. By the end of 2023, every Chopard steel watch — including cases and bracelets — will be crafted using Lucent Steel™, an alloy made with a minimum recycling rate of 80 percent. The Maison isn’t stopping there, either: it has set a target of reaching at least 90 percent recycled content by 2025, a move expected to meaningfully lower the carbon footprint tied to its steel production.
A Defining Moment in Chopard’s Sustainability Journey
As a family-owned Maison guided by long-term thinking, sustainability has always been woven into Chopard’s identity. This latest announcement marks another significant step forward in what the brand calls its “Journey to Sustainable Luxury.”
The initiative builds on the original Lucent Steel™, first introduced in 2019 alongside the now-iconic Alpine Eagle collection, which used 70 percent recycled steel at the time. This new phase represents the next stage in a multi-year effort to make watchmaking materials more responsible.
Key milestones in Chopard’s roadmap include:
- End of 2023: All Chopard steel watches, including cases and bracelets, will contain 80% recycled steel.
- By 2025: That figure will climb to a minimum of 90%.
- Industry leadership: Chopard has become the first luxury Maison to join the Climate Group’s SteelZero initiative, partnering with the broader industry to accelerate the shift toward net-zero steel production.
The Real Environmental Impact
The shift isn’t just symbolic — it carries measurable environmental benefits. Based on figures from the International Stainless Steel Forum (ISSF), moving from a standard 50% recycled steel content to 80% cuts production-related emissions by roughly 30%. Pushing that figure to 90% recycled steel increases the emissions reduction to approximately 40%.
The Takeaway
By committing to high levels of recycled steel across its entire collection — and backing it with industry partnerships like SteelZero — Chopard is setting a new standard for sustainability in luxury watchmaking, proving that environmental responsibility and high-end craftsmanship can go hand in hand.