Now Reading: Chopard’s Alpine Eagle takes off at Dubai Watch Week

Chopard’s Alpine Eagle takes off at Dubai Watch Week

Join us at Dubai Watch Week where Chopard will host a stunning exhibition exploring its glamorous new steel sports watch, the Alpine Eagle

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By Dubai Watch Week

11 Nov, 2019

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Chopard, arguably the most glamorous of the Swiss watch companies, surprised the watch world earlier this fall when it announced a new steel sports watch. The stylish Alpine Eagle is based on a landmark piece introduced by the family-owned company almost 40 years ago.

The story behind it will be explored in intimate detail at a special exhibition at Dubai Watch Week, which runs for five days at the Dubai International Financial Centre from November 20.

Karl-Friedrich Scheufele was still a young man when he decided that his family’s company needed a fresh watch design in 1980. Chopard had been making watches for over a century, but Mr Scheufele, who is now the company’s co-president, felt the collection lacked a watch for a sophisticated young man with the world at his feet.

The St Moritz steel sports watch released by Chopard that year was his first watch and it captured the zeitgeist, helping set the company on a path to glory. Today, Chopard is an A-lister favourite, a routine red-carpet scene stealer, and one of the first names in global luxury.

The Alpine Eagle is a contemporary sports watch created for today’s generation of go-getters. Designed by Mr Scheufele and inspired by the pizzazz of the St Moritz, it’s made of a new, high-performance metal called Lucent Steel A223. According to the brand, this is an ‘exclusive, ultra-resistant and light-reflecting material’ that took four years to develop and that the company smelts in-house.

In keeping with Chopard’s wider stance, the new watch also has an environmental focus. Its launch times with the announcement of the Eagle Wings Foundation, an initiative set up to protect the Alpine environment. Mr Scheufele is one of its founding members.

Chopard’s private exhibition at Dubai Watch Week will cover a vast 485-square metre space that promises to take visitors on an immersive journey through the environment that inspired the Alpine Eagle.

To attend the Chopard Alpine Eagle booth, register for free at

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