Chopard's UK Watch and Jewellery Sales Decline 7% in 2025 Financial Year
Chopard UK Revenue Drops to £25.2 Million Following Exceptional 2024
Chopard's British operations have reported a 7% decline in sales for the 2025 financial year, with revenue falling from £27.1 million to £25.2 million. The privately-owned Swiss luxury brand attributed the dip to a normalization following an exceptional 2024 performance.
Financial Performance Analysis
The latest Companies House filings reveal Chopard Great Britain's operating losses widened from -£70,246 to -£198,661, though net assets remained stable at £4.4 million. Chopard, which is controlled by the Scheufele family, does not disclose global accounts, but industry estimates place annual revenue at approximately €816 million globally.
| Financial Year | UK Revenue | Operating Profit/Loss | Net Assets |
|---|---|---|---|
| 2024 | £27.1 million | -£70,246 | £4.4 million |
| 2025 | £25.2 million | -£198,661 | £4.4 million |
Watch vs. Jewellery Revenue Split
In a 2023 interview with Monochrome Watches, Chopard co-president Karl-Friedrich Scheufele revealed watches generate approximately 60% of the brand's turnover, with jewellery accounting for 40%. Morgan Stanley/LuxeConsult estimates Chopard's global watch sales reached CHF 340 million in 2025, with 60% coming from wholesale channels.
- Global boutiques: 135 directly-owned or franchised locations (down from ~155 in 2023)
- Wholesale partners: 615 points of sale worldwide
- UK boutiques: 3 locations (Selfridges, Harrods, Bond Street)
- UK authorized dealers: 26 locations including Berry's, Pragnell, Weir & Sons
Strategic Brand Positioning
Chopard has evolved significantly over the past decade from a hybrid Swiss watchmaker and jewellery house into one of the world's more substantial independently owned luxury brands. The brand has pursued a dual strategy, with Caroline Scheufele driving the jewellery and high jewellery segments, while Karl-Friedrich Scheufele continues to strengthen its mechanical watchmaking credentials.
Key Collections Driving Growth
- Alpine Eagle: Launched in 2019, this integrated-bracelet sports watch competes in one of luxury watchmaking's strongest segments
- L.U.C Collection: Demonstrates haute horlogerie capabilities with in-house movements
- Mille Miglia: Established classic collection with automotive heritage
Market Presence and Marketing Strategy
Chopard maintains a deliberately split marketing approach between its watch and jewellery divisions. The brand's relationship with the Cannes Film Festival, dating to 1998 and including manufacturing the Palme d'Or trophy, provides extraordinary red-carpet exposure for its jewellery business. Meanwhile, a prominent position at Watches and Wonders Geneva reinforces its status within the Swiss watch industry.
Frequently Asked Questions
Q: Why did Chopard's UK sales decline in 2025?
A: The 7% decline represents a normalization following an exceptional 2024 performance, with revenue returning to more typical levels after a strong previous year.
Q: What percentage of Chopard's revenue comes from watches?
A: According to co-president Karl-Friedrich Scheufele, watches generate approximately 60% of Chopard's global turnover, with jewellery accounting for the remaining 40%.
Q: How many boutiques does Chopard operate globally?
A: Chopard currently operates 135 directly-owned or franchised boutiques worldwide, down from approximately 155 in 2023, supported by 615 wholesale partner points of sale.
Sources: Chopard Great Britain Companies House Filings, Monochrome Watches Interview (2023), Morgan Stanley/LuxeConsult Estimates, Vogue Business Reports
Explore more about Chopard's collections in our Chopard Brand Guide or discover the latest luxury sports watch trends.