Chopard commits to roll out recycled steel

During the Watches and Wonders Geneva Salon, Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele, together with Chopard Ambassador Julia Roberts announced Chopard’s commitment to roll out recycled steel for its watches. By the end of 2023, the Maison will use Lucent Steel for the production of all its steel watches, including bracelets and cases. Lucent Steel is made with a recycling rate of at least 80%. The ambition is to reach at least 90% recycled steel in Lucent Steel by 2025. By this initiative, Chopard will significantly reduce the carbon footprint of its steel. Chopard is also 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.