The Rise of the Chopard Alpine Eagle – How an Emerging Watch Quickly Became a Classic
When I was just starting out in the watch industry five years ago, there was no Alpine Eagle. Instead, my first direct encounter with Chopard was, in the words of my then-editor, an acid test, as I attended the Baselworld Watch and Jewelry Show in my second week on the job. It was 2018, and I was dazzled by the glittering Happy Diamonds watches and sophisticated style at Chopard’s new launch. Over the next year, as my watchmaking skills continued to improve, I developed an interest in the brand’s watch offerings, especially the Mille Miglia chronograph, which, in my opinion, remains one of the best and most evocative examples of a classic driving watch. There was no doubt that I was intrigued by the brand. However, it wasn’t until 2019, when Chopard launched a new watch called the Alpine Eagle, that I became truly enamored with a Chopard watch – and I wasn’t the only one who was attracted to this newly launched timepiece. Little did we know at the time, the Alpine Eagle’s popularity would grow at an unprecedented rate and would soon compete with some of the strongest models in the Swiss luxury watch market. The Alpine Eagle was soaring to greater heights. But how did this iconic piece become a classic so effectively and so quickly? What is the reason for its continued success?
Chopard: Masters of the Trade
In the world of luxury watches, Chopard is widely regarded as a master of precision and a level of sophistication that is hard to match. Incidentally, Chopard is not only technically sophisticated, but its consumers are equally knowledgeable, as reflected in its collaborations with a host of artistic and cultural luminaries, from world-renowned cellist Gautier Capuçon to renowned actress Julia Roberts. Chopard’s history dates back to 1860, when visionary Louis-Ulysse Chopard laid the foundations for what has become the epitome of high-end watchmaking and fine jewellery. From the playful Happy Diamonds to the advanced LUC models, Chopard’s timepieces are characterised by innovative design and precision that transcend mere functionality – and that is what makes Chopard a true luxury brand. However, Chopard has also gone beyond traditional luxury and made a rare commitment to sustainability through its groundbreaking “Journey to Sustainable Luxury” program. Chopard’s journey to sustainable luxury began in 2013, and the brand broke new ground in the industry by adopting ethical gold in 2018. Fast forward to 2023, and Chopard has announced that all of its steel watches are made from Lucent Steel – a testament to its strong commitment to environmental stewardship. Clearly, Chopard is not only a purveyor of luxury goods, but also a guardian of tradition, innovation and a sustainable future.
A family’s love for nature and a beacon of conservation: the Alpine Eagle Foundation
It’s worth mentioning the theme of sustainability, noting that the Alpine Eagle embodies the brand’s owners, the Scheufele family’s love for nature in many ways. This is largely reflected in the color and design of the dials. For example: the Alpine Eagle “Pitch Black” dial was designed at the request of Chopard Co-President Karl-Friedrich Scheufele, who “wanted this hue to represent the deep black mountain nights when wildlife regain their rights, reminding us how much the nighttime lighting brought on by humans and urbanization has disrupted the way of life of the animal species around them.”
However, the Alpine Eagle watch’s deep connection with nature is not only aesthetic. In 2019, Chopard founded the Alpine Eagle Foundation in memory of the founder of the Alpine Eagle watch, none other than Karl-Friedrich Scheufele, and in collaboration with several Alpine experts and enthusiasts, aims to “raise awareness, mobilize support and take action to protect the entire Alpine region and the creatures it shelters.” Founded by visionaries such as falconer Jacques-Olivier Travers and Ronald Menzel of Freedom Conservation, the Foundation’s main goal is to “protect the Alps in all its aspects, from wildlife to fauna and glaciers.”