Story Highlight
– Chopard UK sales declined by 7% in latest year.
– Revenue dropped from £27.1 million to £25.2 million.
– Operating losses increased from -£70,246 to -£198,661.
– Chopard has 135 boutiques, down from 155 in 2023.
– High jewellery and watches contribute 60% and 40% revenue.
Full Story
Chopard’s operations in the UK have experienced a significant downturn, with a 7% decrease in sales reported for the latest financial year. Revenue fell from £27.1 million in 2024 to £25.2 million in 2025.
Operating losses worsened from £70,246 to £198,661. However, net assets remained stable at £4.4 million during this period.
The luxury brand, which is privately owned, does not disclose global financial records. In a 2023 interview with Monochrome, co-president Karl-Friedrich Scheufele indicated that approximately 60% of Chopard’s revenue stems from watch sales, while jewellery accounts for the remaining 40%. Vogue reported the company’s total annual revenue as €816 million for the same year.
According to estimates from Morgan Stanley and LuxeConsult, Chopard’s watch sales for 2025 amounted to CHF 340 million, with about 60% derived from wholesale channels.
Globally, Chopard operates a network of 135 boutiques, either directly owned or franchised, down from around 155 in 2023. The brand also partners with 615 wholesale points of sale, offering both watches and jewellery. In the UK, Chopard maintains three boutiques located in Selfridges, Harrods, and a standalone store on Bond Street, alongside 26 authorised dealers across the UK and Ireland, including Berry’s, Pragnell, Weir & Sons, Bucherer, and Watches of Switzerland.
Chopard’s sales figures in Great Britain have been derived from accounts filed with Companies House. The aforementioned revenue breakdown between watches and jewellery is based on insights from Karl-Friedrich Scheufele.
Over the last decade, Chopard has transitioned from its roots as a Swiss watchmaker and jewellery house to establish itself as a leading luxury brand with independent ownership. The brand remains under the stewardship of the Scheufele family, pursuing a distinct strategy compared to competitors owned by larger conglomerates.
Caroline Scheufele has significantly bolstered Chopard’s jewellery line, including high jewellery, and nurtured its longstanding association with the Cannes Film Festival since 1998. Meanwhile, her brother, Karl-Friedrich Scheufele, has fortified the brand’s reputation as a manufacturer of premium mechanical watches.
Among its watch offerings, Chopard has notably transformed its watch segment, highlighted by the acclaimed L.U.C collection, which showcases the brand’s high-end horological capabilities. The launch of the Alpine Eagle in 2019 marked a crucial commercial milestone, providing Chopard with a modern sports watch line that competes effectively in the luxury market, sitting alongside its established Mille Miglia and traditional L.U.C collections.
Chopard’s marketing strategy remains divided between its high-profile relationship with the Cannes Film Festival, which elevates its jewellery through prominent red-carpet visibility, and its significant presence at events like Watches and Wonders, reinforcing its standing in the watch industry. Collectively, these efforts have positioned Chopard as a brand approaching nearly €1 billion in annual sales.
