A new line of one-of-a-kind Chopard luxury watches using Ashoka diamonds and retailing for up to $1 million dollars has been announced by Chopard, the luxury watch and jewelry brand, and William Goldberg Diamond Corp., supplier of the uniquely cut diamonds. The joint venture between the two luxury companies was announced May 13.

The Chopard Ashoka Watch Collection will initially offer six styles at retail prices ranging from $200,000 to over $1 million. They will be available exclusively through Chopard’s 72 boutiques in 35 countries around the world.

Chopard has been making watches since 1860, starting in Sonvilier, Switzerland, and then moving in 1920 to Geneva, a center of Swiss luxury watchmaking and still its headquarters. The company has a longstanding reputation for producing innovative and precise luxury watches, including its Happy Diamonds, Gstaad, annual special-edition Mille Miglia, and L.U.C collections.

The Ashoka diamond, launched in 2000, has a patented design and is cut exclusively by William Goldberg. The Ashoka diamond has an elongated cushion cut with rounded corners and extraordinary brilliance.

“For over 145 years, Chopard has been designing and manufacturing extraordinary watches and diamond jewelry for our very discerning customers using the finest diamonds we could source on the open market,” said Caroline Gruosi-Scheufele, co-president of Chopard. “William Goldberg is the manufacturer of some of the most desired diamonds in the world, and both Chopard and our customers are sure to benefit from this partnership.”

“We have a longstanding relationship with Chopard,” noted Saul Goldberg, chief executive officer of William Goldberg Diamond Corp., and son of its founder. “Our 50-year heritage of cutting some of the world’s most prestigious and historic diamonds and our understanding of the super-affluent diamond buyer make us a perfect partner in this new venture.”

Officials for the two companies said this is a first step in a relationship that will go beyond the diamond watches. “As the venture matures over time, we will be able to serve luxury customers in new and exciting ways,” said Gruosi-Scheufele. One of those will be the use of rare and “special” diamonds of William Goldberg in select Chopard jewelry.

JCK