Chopard embarks on a Journey to Sustainable Luxury Perfumery

Chopard’s Haute Parfumerie Collection first unveiled in Cannes in 2017 is now rolling out in select travel retail markets in the Americas. The celebrated Swiss jewelry brand established its own fragrance house after more than two decades of partnership with Coty, guided by the philosophy that places ethics and sustainability at the heart of its aesthetics.

TMI met with Patrizio Stella, CEO of Chopard Parfums, in the offices of Essence Corp., the brand’s Americas TR representative this summer, to learn about the brand’s belief that true luxury must be sustainable.

“We are positioning Chopard Parfums at the forefront of luxury natural perfumery, to create thoughtful, creative and inspiring luxury. By taking full control of our perfumery activities, Chopard ensures its rigorous standards of excellence, creativity and quality can be maintained in this category, and that they are completely in line with the company’s strong ethical values,” explained Patiziio Stella.

Chopard’s signature fragrances in the Haute Parfumerie Collection are all built on precious natural ingredients gathered from sustainable sources from around the world, said Stella.

Chopard Parfums debuted with The Gardens of The Tropics—four haute creations for men and women—at the Cannes Film Festival 2017, created in collaboration with master perfumers Alberto Morillas and Nathalie Lorson, working through Firmenich’s Naturals Together program for responsible natural ingredient sourcing.

The four fragrances in the Gardens of the Tropics Collection include Magnolia au Vetiver d’Haiti, Vanille de Madagascar, Neroli à la Cardamome du Guatemala, and Vetiver d’Haiti au Thé Vert. As the names imply, the main ingredients were sustainably sourced vetiver from Haiti, vanilla from Madagascar and cardamom from Guatemala.

Chopard’s next step in its journey to sustainable luxury perfumery was inspired by the Arabian Gardens of Paradise, with four high-end fragrances created by perfumer Alberto Morillas, using natural ingredients in a tribute to the gardens of the Orient. Rolled out to select markets worldwide in April 2018, the Gardens of Paradise Collection includes Orange Mauresque; Jasmin Moghol, Rose Seljuke and Miel d’Arabie.

For 2019, Chopard has added the Gardens of the Kings, a collection of four masculine luxury fragrances showcasing one main ingredient — Oud Assafi.

Stella explains that Oud Assafi, a fragrant resin produced by a very rare species of Asian tropical tree, is more precious than gold, and produced in very small quantities each year.

The four fragrances, Agar Royal – Aigle Impérial – Nuit des Rois – Or de Calambac, have been created by Alberto Morillas, and take Oud Assafi on an olfactive journey across India, China, the Middle-East and South America, blending it with natural ingredients responsibly sourced from five different continents, said Stella.

Continuing its streak of “luxury naturals perfumery,” the company most recently launched the Happy Chopard range. Inspired by the creative vision of Caroline Scheufele, Co–President and Artistic Director of Chopard, and her “do good, feel good” philosophy and glamorous “happy–chic” lifestyle, it is launching with three Happy Chopard Eaux de Parfum.

Whimsical, light-hearted and adventurous, the collection is comprised of Lemon Dulci – with an uplifting shot of good-mood citrus fruits; Felicia Roses with rose, red and purple berries, pink grapefruit and spices; and Bigaradia with orange blossom absolute, neroli bigarade petals, petit grain and Provence natural honey.

Essence Corp will be launching the Gardens of Paradise, Gardens of Tropics, Gardens of Kings and Happy Chopard Collection sometime in November in the Americas travel retail channel.

“We will launch the Chopard Collections in select flagship travel retail locations throughout the region, and it will roll out in the U.S.,” confirmed Stella.