Many of us know that Chopard has little details like tire tread patterns on their pen collections, and indeed many had their first understanding to the classic 1000 Miglia race because of the watches that Chopard created with that name. But this connection, in many ways came from the heart and soul rather than the marketing playbook. It even predates the more modern trends of connecting motorsports to luxury products.
The Chopard company is a family enterprise that is run by a brother and sister. Karl-Friedrich Scheufele and his sister Caroline are both co-presidents. Very fitting for a company that has its hands in both high jewelry ad fine watchmaking.
The Mille Miglia connection is also a fitting one. The partnership between Chopard and the Mille Miglia organization is one of the longest between a watchmaker and an automobile event. Indeed, 2023 marked the 36th time in succession that Chopard was the World SponLast sor and Official Timekeeper of the 1000 Miglia.
It was also the 35th time that Karl-Friedrich Scheufele competed in the race itself, running from rescission to Rome and back. He began doing this in 1989, with six-time Le Mans 24 Hours winner Jacky Ickx in the navigator’s seat. This year’s chariot of choice was the “metallic raspberry” Mercedes-Benz 300SL Gullwing in which they made their 1000 Miglia debut together.
Chopard has another tradition associated with what is often called “the most beautiful race in the world.” It releases some very special wristwatches. Four new Mille Miglia Classic Chronographs are being released to a very enthusiastic public, but also a very special “Italian Limited Edition” of the Mille Miglia GTS Chronograph for which some proceeds will be donated to victims of the recent Emilia-Romagna flood disaster.
The four new models will be crafted in Chopard’s exclusive “Lucent Steel”, which is 50 percent more resilient than regular steel while also incorporating material recycled from the medical, aerospace, car and watch industries. The 40mm chronographs will have the signature rubber strap with a design based on a 60’s racing tire or a rich brown calfskin leather strap evoking traditional driving gloves. The very special dials will have four different variations based on the pained hues and interior finishes that are associated with the pre-1957 cars eligible to run in the race. Rosso Amarena (cherry red), Grigio-Blu (grey blue), Verde Chiaro (light green) and Nero Corsa (racing black) are the choices. Each watch will carry a miniature “1000 Miglia” route marker on the dial and the case back.
The even more special Mille Miglia GTS Chrono Limited Edition Italy model will be released in a run of 100 pieces, again in Lucent Steel but in 44mm. It will carry the green and red colors of Italy, with an olive green bezel featuring the tachymetric scale. Other special details include substantial “mushroom” pushers and a large diameter crown.
