Gold Stan­dard

TIME Chopard de­serves se­ri­ous ap­plause for com­bin­ing ethics with aes­thet­ics.

Robb Report (Malaysia) - - Time - By Ce­line Yap

As a fam­ily-owned lux­ury com­pany, Chopard is uniquely po­si­tioned to write its own rule­book of watch and jewellery mak­ing. This in­de­pen­dent spirit al­lows Chopard to pur­sue and ex­pand upon the con­cept of sus­tain­able lux­ury.

Chopard is the world’s first lux­ury com­pany to sup­port and en­able min­ing com­mu­ni­ties to achieve bet­ter work and liv­ing stan­dards in what is called the Fairmined cer­ti­fi­ca­tion. This be­gan in 2013 when it started to sup­port the de­vel­op­ment of the Cood­milla co­op­er­a­tive.

Pledg­ing to pur­chase a sub­stan­tial part of the mine’s out­put, Chopard has also looked at other Fairmined gold stocks, or gold mines that are on their way to achieve the cer­ti­fi­ca­tion, with the ob­jec­tive to grow the reach of Fairmined cer­ti­fi­ca­tion.

With The Al­liance For Re­spon­si­ble Min­ing, Chopard con­tin­ues its pur­suit of sus­tain­able lux­ury with yet an­other im­pres­sive Green Car­pet col­lec­tion this year, as well as ad­di­tional men’s time­pieces cased in Fairmined gold. The Fairmined la­bel en­sures that the gold is ex­tracted in a re­spon­si­ble man­ner and by small-scale min­ing com­mu­ni­ties. It is priced at a premium above the mar­ket value of gold, but that premium goes back to the com­mu­nity as im­proved liv­ing con­tri­bu­tions and fairer re­turns for work. Fairmined gold is treated with the ut­most rev­er­ence at the Chopard man­u­fac­ture in Geneva. Its sheer scarcity ne­ces­si­tates a com­pletely sep­a­rate pro­duc­tion line so that at no point does it come into con­tact with gold that is, for lack of a bet­ter word, or­di­nary. Even the waste gen­er­ated from pro­cess­ing Fairmined gold is dealt with sep­a­rately. At the mo­ment, only watches in the LUC range have been made in Fairmined gold, which is fair, given that this ex­tremely pre­cious material is any­thing but found in abun­dance. They in­clude high and grande com­pli­ca­tions like the LUC Tour­bil­lon QF, the LUC Per­pet­ual Chrono, and the su­perbly en­gi­neered LUC Full Strike, as well as more pared-down dress watches like the LUC XPS Fairmined and LUC XPS Twist QF Fairmined. As vir­tu­ous on the in­side as it is on the

out­side, the LUC XPS Twist QF Fairmined comes with a cer­ti­fi­ca­tion is­sued by the pres­ti­gious Fleurier Qual­ity Foundation. Also known as Qualite Fleurier – hence QF – it is the most de­mand­ing qual­ity cer­ti­fi­ca­tion in the watch in­dus­try and tests ev­ery­thing from the pre­ci­sion of the cal­i­bre and its re­li­a­bil­ity to its dura­bil­ity and the stan­dard of its fin­ish­ing. The move­ment, Cal­i­bre 96.09-L, is also a cer­ti­fied chronome­ter that had been put through the rigours of COSC, Chronofi­able and Fleu­ritest. Un­like the case, how­ever, the mi­cro-ro­tor that winds the move­ment is made of non-fairmined gold.

Still, the LUC XPS Twist QF Fairmined is en­dowed with aes­thet­ics that would stir the senses of any hot-blooded watch afi­cionado. The sig­na­ture Twist crown at four o’clock, the ul­tra-thin XPS case, the QF logo on the dial, and the el­e­gant con­trast of rose gold with dark grey a ll con­trib­ute to its stately ap­peal. Its spe­cial slate grey dial is stamped with a sun­burst fin­ish in ref­er­ence to the raw ap­pear­ance of freshly mined gold, and of course to Chopard’s Jour­ney to Sus­tain­able Lux­ury, so this is the kind of watch that’ll put you on a gilt trip, not a guilt trip. www.chopard.com ≠

The LUC XPS Twist QF Fairmined is as vir­tu­ous on the in­side as it is on the out­side.

This and fac­ing pages: LUC XPS Twist QF Fairmined is pro­duced in a lim­ited se­ries of 250 pieces.

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