La maison de luxe Chopard a adapté ses activités au développement durable et a misé sur des créations écoresponsables. Chopard, créé en 1860 s’y engage à long terme et encourage ses fournisseurs en prêtant attention aux impacts sociaux, environnementaux et financiers de ses créations. Cela date de 2013, lorsque la maison Chopard a dévoilé ses tout premiers modèles de la collection Green Carpet et qu’elle a annoncé le partenariat unique avec l’Alliance for Responsible Mining (ARM) en Colombie.
Durant la conférence de presse de Baselworld 2018, Chopard a développé son intérêt et ses initiatives à venir quant au développement durable tant pour les infrastructures de la maison que pour les matériaux utilisés pour la création de ses collections.
« Depuis plus d’un siècle, nos bijoux et montres les plus raffinés sont créés par une petite communauté d’artisans suisses, qui utilisent des connaissances et savoir-faire traditionnels. C’est pourquoi nous tenons absolument à reconnaître et à soutenir les artisans qui extraient l’or que nous utilisons. Notre objectif est de veiller à ce que chaque élément de nos montres et bijoux évoque esthétisme et authenticité » explique la dirigeante de la maison.
La durabilité de la chaîne d’approvisionnement de la maison
La maison Chopard prend le temps de sélectionner avec minutie ses matières premières provenant des quatre coins du monde. Elle souhaite renforcer davantage les critères de durabilité de sa chaîne d’approvisionnement à travers des collaborations et reste en quête de solutions innovantes pour créer des collections responsables.
Le partenariat avec le Green Carpet Challenge a par exemple contribué à l’amélioration du niveau de vie et les conditions de travail des artisans de la chaîne d’approvisionnement.
D’ailleurs, la marque est très ambitieuse et prévoit de ne miser que sur de l’or responsable pour ses créations d’ici juillet 2018. Pour parvenir à ses fins, Chopard contrôlera sa chaîne de production et se souciera principalement du sourcing des matériaux. La maison se distingue donc de toutes les enseignes dans l’univers de la haute horlogerie-joaillerie. La fabrication et les alliages sont propres à la maison Chopard, et tout se déroule au cœur de la fonderie de la marque elle-même. Chopard fait un recyclage pour réutiliser l’or se trouvant déjà dans la chaine de production afin de réduire le besoin de recourir à de l’or récemment extrait, ce qui fait de cette chaine d’approvisionnement une chaine responsable.
Le rapprochement avec l’Alliance for Responsible Mining a permis à Chopard de soutenir plusieurs communautés minières d’Amérique Latine dans leur démarche Fairmined, ayant pour but de garantir la traçabilité optimale de l’or. La maison de luxe a décidé de supprimer les diamants de conflits de sa chaine d’approvisionnement.
Chopard, en tête de la promotion de normes de durabilité dans le monde
Aucune autre marque horlogère et joaillère n’est sur le chemin que mène actuellement Chopard. La maison de luxe se présente donc comme un exemple de bonnes pratiques à suivre dans l’univers de l’industrie de l’extraction des pierres précieuses de couleur. Une première dans le monde, le premier bâtiment de la firme qui remplissait toutes les normes suisses de construction écoresponsable a permis à la maison de décrocher le label Minergie.
Chopard est la toute première enseigne qui s’est lancée dans la promotion de ces normes mondiales dans le domaine de la bijouterie et la joaillerie. Les initiatives de la maison depuis des années ainsi que celles pour les années à venir inciteront les autres entreprises de luxe à la rejoindre. Il est même très probable qu’une norme de durabilité, qui n’existe pas encore jusqu’ici, fasse son apparition en vigueur au niveau international.
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