Chopard, Goldberg Will Make Million-Dollar Watch

A new line of one-of-a-kind Chopard luxury watches using Ashoka diamonds and retailing for up to $1 million dollars have been announced by Chopard, the luxury watch and jewelry brand, and William Goldberg Diamond Corp., supplier of the uniquely cut diamonds. It will come in six styles and retail for $200,000 to more than $1 million, at Chopard’s 72 boutiques in 35 countries. Chopard has made watches since 1860 and is known for innovative, precise luxury watches, including its Happy Diamonds, Gstaad, Mille Miglia, and L.U.C collections. The Ashoka diamond, launched in 2000, has a patented design (i.e., elongated cushion cut with rounded corners and extraordinary brilliance) and is cut exclusively by William Goldberg. Officials of the two companies say this is a first step in a relationship that will go beyond diamond watches. One possibility is using rare and “special” Goldberg diamonds in select Chopard jewelry.