Passed on from one generation to the next since the Maison was founded, Chopard?s identity has been forged over time, and with the contribution of every member of the family who oversee it. Nowadays, it is this unique Family Spirit that differentiates Chopard in the world of High Jewellery and High Watchmaking. It is evident in every step the Maison takes, along with its hallmarks of Emotion and Generosity. Chopard?s Independence allows it to support crafts with a glorious past that are a source of great pride today. Together with the impetus provided by the Scheufele Family, this support of its Artisans also drives a boundless Creative Daring that sets the Maison apart. A daring that has led Chopard to pave the way for a new vision of Ethical luxury. Family is the very heart of Chopard, representing its foundation, history and contemporary embodiment: it is the hero and herald of the Maison ? yesterday, today and tomorrow. The Scheufele family, succeeding the Chopard family, represents the founding myth and unifying symbol of the Maison. Its members express the strength of kinship, solidarity and the ability to develop the firm in an enduring, consistent and fruitful manner. The Family Spirit stands for a sense of tradition, by exemplifying the permanence of the company origins, throughout its history and in the present; across several generations. This same spirit epitomises the human dimension governing both internal and external relations. The Maison?s independence has guided its development strategy since its founding, an approach made possible by a family shareholding structure. This is expressed through the watch industry?s highest level of vertical integration. Everything sold by Chopard is made in one of its three production sites, a unique phenomenon within the profession. This policy goes hand in hand with a culture of craftsmanship. Today, more than 50 skills are mastered within the workshops of the Maison, including some of the rarest and the most complex. They enable a freer and more innovative creative expression, combined with a constant quest for excellence, thereby guaranteeing the highest standard of quality. Daring and Creativity are the source of Chopard?s innovation and originality. They meet and merge when work and inspiration combine as a driving force, underpinning the perseverance and determination shown in the vibrant day-to-day life of the Maison, its winning and adventurous attitude and culture of courage. These values determine its entrepreneurial dimension along with its determination to move ahead to take on fresh challenges, including industrial ventures such as the creation of Chopard Manufacture, and suffuse the artistic dimension, which embraces heritage while constantly looking to the future, guided by the tastes, passions and talents of the Scheufele Family. Through a dynamic approach to cutting-edge Research & Development, which serves to explore and develop processes and materials that are unprecedented on the market, Chopard?s Creative Audacity drives a new technical dimension.