Chopard Ambassador Julia Roberts made an appearance at Watches & Wonders in Geneva. She was greeted by Caroline and Karl-Friedrich Scheufele, Chopard's Co-presidents.

The iconic actress was the star attraction at Chopard's booth, where she discovered the Maison's novelties and talked about her role as the face of the new Chopard Loves Cinema campaign directed by James Gray. To celebrate the launch of the campaign, the entire Chopard showcase was decked in stunning pictures of the actress wearing some of the Maison's watch and jewelery creations.

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Julia Roberts stars in a the joyful new “Chopard Loves Cinema” campaign

To commemorate the renewed partnership, Chopard has enlisted award-winning director James Gray for a 12-part video campaign, and renowned fashion photographer Alasdair McLellan for a series of photos for an advertising campaign.:

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Chopard announces Lucent Steel™ Programme

Julia Roberts also joined our Co-presidents for a special announcement, the Lucent Steel™ Programme. Chopard becomes the first luxury Maison to roll out recycled steel for its watches. By the end of 2023, Chopard will use Lucent Steel™ for the production of all its steel watches – including bracelets and cases. Lucent Steel™ is made with a recycling rate of at least 80%.

The Maison's ambition is to reach at least 90% recycled steel in its Lucent Steel™ by 2025. This commitment will allow Chopard to significantly reduce the carbon footprint of its steel.