BASELWORLD 2018: Chopard raise the bar on ethical gold


BASELWORLD 2018: Chopard raise the bar on ethical gold

By David Brough

BASEL, Switzerland, March 22, 2018 – Sustainability and ethics in the watches and jewellery industries are big themes of Baselworld 2018, as Chopard announced that it would use exclusively ethical gold from July 2018.

Chopard hosted panel discussions on the first day of Baselworld in which speakers said that precious jewellery and watches can only be properly enjoyed by consumers if no one was exploited or harmed during the production process.

“It’s about making sure there is dignity for everyone along the journey,” said human rights lawyer Cherie Blair, a member of the second panel on March 22.

Chopard announced plans to introduce solely ethical gold into the supply chain for their jewellery and watches.

At the heart of the concept is that miners are not exploited in the production of the precious metal used to make high luxury goods.

Studies have shown that so-called Millennial consumers are demanding the highest ethical standards in all forms of luxury that they buy.

The Chopard initiative had the support of Hollywood royalty: Colin Firth and Julianne Moore attended the Chopard announcement at Baselworld.

Colin’s wife Livia moderated the launch announcement, with a discussion involving the actors about why sustainability and high ethical standards in luxury, were important to them.

“I don’t want to wear anything where a human being has been harmed,” Julianne Moore said.
Baselworld continues until March 27.