Luxury watch and jewellery house Chopard has revealed that from July 2018 it will use 100 per cent ethical gold in its jewellery and watches.

As a family-run business, sustainability has always been a core value, and the announcement is the culmination of a vision started more than 30 years ago, the company said.

Long-term supporters and friends of Chopard including Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang came to champion the gold landmark announcement, made by Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele, in front of a packed audience at Baselworld Watch and Jewellery Fair.

Speaking at the event, the co-presidents outlined how they were able to achieve this milestone.

Chopard defines “Ethical Gold” as gold acquired from responsible sources, verified as having met international best practice environmental and social standards.

From July, Chopard gold will be responsibly sourced from one of two traceable routes: Artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes; and RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.

As part of Chopard’s commitment to ethical gold, the new high jewellery Green Carpet Collection pieces presented at Baselworld are exclusively made from Fairmined gold, as well as the High Horlogery LUC Full Strike watch and the Happy Palm watch.

This announcement also marked the next phase of Chopard’s sustainability programme – The Journey to Sustainable Luxury – as it unveiled its alignment with the UN Global Goals.