News 
At the Watches and Wonders Geneva exhibition, Chopard unveiled its intention to use Lucent Steel for the production of all its steel timepieces by the end of 2023. It thus becomes the first luxury brand to use recycled steel for all its watches.
This announcement builds on the existing Lucent Steel – which was launched in 2019 with the iconic Alpine Eagle watch and composed of 70% recycled steel – marking a key next step in a multi-year project towards more responsible steel. By the end of 2023, all Chopard steel watches, including bracelets and cases, will include 80% recycled steel. By 2025 this figure will rise to a minimum of 90%.
This initiative will allow Chopard to significantly reduce its CO2 emissions related to steel, according to key figures from the ISSF (International Stainless Steel Forum). Shifting from standard 50% recycled steel content to 80% will cut emissions linked to production by 30%. At 90% recycled steel this figure increases to 40%.
Lucent Steel stems from Chopard’s creation of a local, circular manufacturing loop. All Chopard suppliers for recycled steel are based within 1000km of its manufacturing unit, either in Switzerland or its neighbouring countries of Austria, France, Germany and Italy, reducing the need for transportation emissions.
Chopard’s main suppliers are voestalpine Böhler Edelstahl, a subsidiary of the globally leading steel and technology group voestalpine in Austria, and the Swiss company PX Precimet. The Maison is also collaborating with the innovative Swiss company Panatere, which is actively working to develop a solar energy metal process.
To endorse its commitment, the brand has become the first luxury Maison to join Climate Group’s SteelZero initiative in order to work with the industry to speed up the transition to a net zero steel. SteelZero members use their collective purchasing power and influence to send a strong demand signal to shift global markets and policies towards responsible production and sourcing of steel.
April 13, 2023