Chopard, known as the Artisan of Emotions since 1860, is a family-run watchmaking and jewelry company. Nurtured by boundless creativity, Chopard belongs to the Grand Luxury Maisons offering a complete collection of watches and jewelry crafted with emotions.
Launched in October 2019, The Alpine Eagle Collection under Chopard is a state-of-the-art reinterpretation of the St. Moritz, the first sports watch in the brand history. With the passion towards nature and the spirit of innovation, this collection presents a design that is both refined and contemporary, featuring a wealth of references to the Alpine eagle and its biotope.
Labbrand, is commissioned by Chopard on the Chinese name creation for the Alpine Eagle timepiece collection, to better facilitate the local communications in the Chinese market.
This final name 雪山傲翼 [xuě shān ào yì] is a creative elaboration of “Alpine Eagle”, concise and elegant. 雪山 [xuě shān] (snow/mountain) well captures the majestic snow mountain top which is in line with the Chinese perception of the Alps. As a symbol that has strong associations with “eagle” in the Chinese culture, 傲翼 [ào yì] (proud/wings) interprets the definition of “eagle” in a more imaginative and charismatic way compared to the literal translation 鹰 [yīng] (eagle).
Perfectly balancing sophistication and simplicity, the Chinese name 雪山傲翼 [xuě shān ào yì] paints vivid imagery of an eagle flying proudly above the snowy mountain range and celebrates the strength and true spirit of the Alpine Eagle Collection—contemporary, refined and assertive.
We’re amazed by the profound history of Chopard, its vision of innovation and passion towards watchmaking. The Alpine Eagle Watch Collection is inspired by majestic eagle soaring in the sky of Alps mountain. And it’s truly an honor to develop the verbal identity for it. The chosen name 雪山傲翼 [xuě shān ào yì] feels grand, unique and charismatic. The ‘proud’ DNA embedded in the name echoes perfectly with this collection which is meant to celebrate the strength and spirits of contemporary ‘Eagles’.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
Founded in 1860 by Louis-Ulysse Chopard, Chopard is an internationally acclaimed Swiss luxury watch and jewellery brand. The brand was acquired by Mr. Karl Scheufele and his wife Ms. Karin Scheufele in 1963 and has since been operated as a family-owned company. Currently is helmed by their two children Mr. Karl-Friedrich Scheufele and Ms. Caroline Scheufele, Co-President of Chopard. Passed on from generation to generation, it has ceaselessly perpetuated the heritage of artisanal skills and traditional crafts in fashioning exceptional and unique creations that naturally stir a sense of Emotion. This Chopard Emotion is expressed through the prism of three central elements: craftsmanship, ensured by the work of passionate Artisans who are experts in their respective fields; abundant and generous creativity that enables each and every individual to find the precious objects most attuned to their own nature; and finally, ethics. Strongly involved in the strategic choices of the Maison, the Scheufele family believes that grand contemporary luxury must necessarily be ethical and responsible. The Maison Chopard stands out in the field of luxury watchmaking and jewellery through its authentic, human and profound approach. Accompanied by its contemporary creations, it celebrates a resolutely positive vision of the world and testifies to a perpetually renewed creative fearlessness, along with constant perfected watchmaking expertise and jewellery-making virtuoso acquired over successive generations.