Mille Miglia and Chopard

How it all began
In 1988, Chopard, supported the famous Mille Miglia race for the first time and launched the Chopard Mille Miglia Chronograph that same year. As a family company, founded in 1860, Chopard has always regarded this partnership as much more than a passive commitment, and they have personally participated every year in the 1000-mile race from Brescia to Rome and back.

It was Karl-Friedrich Scheufele, today Co-President of the firm and a fan of classic racing cars, who came up with the idea of developing a Mille Miglia chronograph. He was convinced that aficionados of beautiful automobiles have a natural weakness for fine timepieces and vice-versa.

In both cases sophisticated mechanical engineering, outstanding design and high performance play a particularly important role. The watch design was to be sporty, and the movement must ensure the precision required for timekeeping during a race. In 1988, the idea took shape and the cornerstone was laid for one of the most successful and iconic Chopard collections ever. Scores of enthusiasts and collectors now wait impatiently for the annual presentation of the latest Mille Miglia chronograph.

A trend-setting watch collection
Again and again, the new models delight and surprise enthusiasts with their innovative design, new materials and additional technical functions. In 1998, for example, as a special tribute to the Golden Age of automotive sport, the chronograph appeared for the first time with its characteristic natural rubber strap bearing the unmistakable 1960s Dunlop racing tyre tread. With the presentation of the Mille Miglia 2006 Gran Turismo XL, equipped with the largest self-winding calibre (44 mm diameter) to date, the company demonstrated its ability to anticipate the forthcoming “extra-large” trend.
The Mille Miglia Collection by Chopard has also significantly increased general awareness of the race which, after a 30-year hiatus, was brought back to life as the “Mille Miglia Storica”. It is now THE classic and vintage car event in the world, last but not least due to the irresistible charm of Italy and its population.

The passion goes on…
In 2010 Chopard underlined its strong commitment towards the Mille Miglia by signing a new long term contract.
The Scheufele family, as a tradition, again looks forward to participate in the 2011 edition of the Mille Miglia – “La corsa più bella del mondo”.