Chopard (Swiss, est. 1860), Alexandra Watch, circa 1971, gold, diamonds, lapis lazuli

Audio Description

This watch was designed and manufactured around 1971 by Swiss watch maker and jewelry house Chopard, which was established in 1860.

This cuff-style watch is made of yellow gold and has a striated surface, which makes it appear matte. The edges are cut geometrically and uneven and there are voids all around the wide band. The face is dark blue lapis lazuli with no numbers and gold hands. It is surrounded by recessed, small, faceted diamonds in a random pattern.

Label Copy

This watch was designed and manufactured around 1971 by Swiss watch maker and jewelry house Chopard, which was established in 1860.

A global watch manufacturer, Chopard has long been patronized by the world’s elite. However, in 1963 the firm was sold, and the new owners wasted no time updating their products. They invigorated Chopard, creating original and rather playful designs. They aimed to reestablish a modernized company, while retaining its unequaled quality.

In response to the influence of non-Western and indigenous cultural aesthetics in the period, Chopard adopted the cuff bracelet as a design for their watches. Following avant-garde trends, this example incorporates a rough, striated exterior surface with jagged edges and openings that encircle the wrist. The inclusion of small diamonds clustered around the lapis lazuli face connotes elegance, but these brilliants are downplayed by being recessed. The face of this watch has no numerals, reinforcing the fact that it is a piece of jewelry rather than a timepiece. It is the design, not the time, that is important.

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