A strong vision defines a strong brand, and that's exactly where Chopard was headed on the first day of Baselworld 2018. The day started with a ground-breaking press conference of the brand confirming their use of only “Ethical Gold” in all their watch and jewellery products, now.

July 2018 will see the luxury watch brand sourcing its gold from one of the two traceable routes – either from artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes, or from the RJC Chain of Custody gold, through their partnership with RJC-certified refineries.

The press conference, hosted by Livia Firth, witnessed the attendance of Colin Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang, who introduced the concept to the audience with the Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele.