It will be high time for recycled steel, as Chopard revealed Monday there would be a minimum of 80 percent of its proprietary Lucent Steel in its watches by the end of 2023.
“To put things into perspective, we use 25 to 30 tons of steel per year,” said the luxury executive, saying steel timepieces represented 45,000 to 50,000 pieces every year for the brand.
The recycled steel also represents a further step in Chopard’s commitment to “a long-term process of responsible sourcing of the raw materials that make our business possible” that began in 2013 with a commitment to sourcing ethical gold, with a 100 percent target reached in 2018, according to Karl-Friedrich Scheufele.
Also addressed was the image of recycled materials as low-quality options. According to the brand, Lucent Steel is anti-allergenic, 50 percent more resistant to abrasion than conventional steel and a high-performance material that reflects light in a unique way thanks to a homogeneous crystal microstructure.
Other partners in this are suppliers Voestalpine, an Austrian steel-based technology and capital goods group, and PX Precimet, a Swiss steel specialist company.
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