From pocket watches to jewelry watches, chopard has been manufacturing reliable timepieces since 1860. It was in that year that louis-ulysse chopard set up his swiss jura-based factory. After being in the chopard family for three generations, the company was acquired in 1963 by the scheufele family, whose hands-on ownership has transformed the prestigious brand. Chopard is a long-time sponsor of the italian road-race, the mille miglia. Each participant receives an individually engraved timepiece from the mille miglia line.