Chopard L.U.C 8HF Chronometer Ownership Story
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Chopard L.U.C 8HF Chronometer Ownership Story

By MichaelC · May 23, 2016 · 26 replies
MichaelC
WPS member · Chopard forum
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MichaelC shares a deeply personal account of his Chopard L.U.C 8HF Chronometer, detailing why he initially put it up for sale and his subsequent decision to keep it. His narrative explores the conflict between his passion for the watch and a contentious incident involving a photo and brand perception. This post offers a candid look at the emotional connection collectors have with their timepieces and the broader implications of brand relationships.

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Many of you have emailed me behind the scenes to ask why I had advertised my Chopard watch for sale in recent months, after professing my love for it here many times before.  I'll share the story as the dust has settled and I am holding it for now.

I might have been the first Purist to go for this watch.  I had wanted to get into the brand for a while, and the many unique aspects of this watch made it the choice for me.  I bought it from a Chopard dealer, getting one of the last new pieces, and was thrilled.  I posted and wrote about it a lot, and it quickly became a favorite.

I then shared a photo of the watch on top of a rifle.  Some of you will remember it.  It was a very artistic shot.  Knowing guns are a polarizing topic around the world, I carefully cropped the image to focus on the watch, and the unique materials of it and the area of the rifle behind.  Many of you complimented the photo, and it was a great topic.  There was no ammo, no magazine, no muzzle - just a flat area where the watch lay very nicely.

Well, someone from Chopard emailed WatchProSite and explained that an "LUC watch" was not "appropriate" with that "type" of weapon.  I only found out after my post was removed.  Honestly, I understood the decision of the website, as they have a relationship with Chopard.

Nonetheless, this site has never been about censorship, and the incident was very angering.  I don't think these big brands think about their actions enough.  No watch will ever hold the place in my heart that my rights as an American do.  As I said, I am very sensitive to the topic of firearms around the world.  I am completely against violence.  I live in Colorado, where sadly some of the worst gun related violent crimes have occurred.  Sickening things that should never happen, anywhere.

My attraction to guns and other weapons started many years ago as a real admiration for the craftsmanship and beauty.  The fit, finishing, tolerances - I see many parallels to watches, and do not think tasteful photos need to be frowned upon.

I was so upset about it, I immediately advertised the watch for sale.  We all know Chopard is not a brand to hold value - a quick look on any auction site substantiates that.  On my own watch, I was asking 50% of MSRP and nobody wanted it.  And this for a virtually brand new watch.  It would have been a loss of thousands of dollars, and I was ready to do it.  Alas, I recently took it from the bank and remembered why I chose it in the first place.  I have worn it again and most of the sour feelings are gone.  The piece itself is awesome; I had looked for a black watch for some time that appealed to me on all levels, and this was finally it.  I'm still a little conflicted because of the incident, and likely will never support this brand again, but what's done is done.

We will see how my feelings go, but for now I am back to wearing it.  I thank all of you who messaged me privately about this topic and lent your moral support.  The friendships here will always supersede the watches for me.





This message has been edited by MichaelC on 2016-05-23 10:02:05

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AR
Ares501 - Mr Green
May 23, 2016
Wow dear Michael..it take guts

to ask to remove your post cos of background That is just sad---so much for freedom in today's world I always thought that brands are here because of us not vice versa One thing though ... I don't get how "Nonetheless, this site has never been about censorship......" goes along with previous sentence "Well, someone from Chopard emailed WatchProSite and explained that an "LUC watch" was not "appropriate" with that "type" of weapon. I only found out after my post was removed." I was also baffled w

MI
MichaelC
May 23, 2016
I don't think I would be a good flipper...

Because losing almost $4000 on 1 Chopard can't be a model for success! It is a difficult topic for sure. If I asked, I think the photo could have been left. But my attitude was it was already removed without telling me first, so don't do me any favors now. And it should not be my decision as the one who made the post. I understand your questions about censorship. And you are correct - those sentences do not support each other. If there was one thing in Chopard's message to WPS that made me laugh

AR
Ares501 - Mr Green
May 23, 2016
Flipper was tongue in cheek

but I know you know that dear Michael Anyhow it is truly ridiculous that LUC is not appropriate but "Regular is" You have strong point there... Our passion is fueled by many things and that things take their roots from many things including our Nationalities, "nature and nurture part of equation"...emotions....memories...madness...if you take that from us you better shoots us

MI
MichaelC
May 23, 2016
I knew that, but could not resist the reply :-)

Your remarks are valued, and I agree. I will say, many PuristS messaged and or emailed me privately to see what was going on. Our communal passion will never be taken away.

JM
jmpTT
May 23, 2016
Wonder who at Chopard reported the photo...

A artistic shot of a watch with a gun does not strike me as a controversial photo by itself, even if one abhors gun violence. Perhaps a smoking gun would be a bit much, but that is pushing it. Photographing the watch with certain things, like roadkill, would be universally distasteful. Such a photo would be removed and I think it\'s better to let this site police itself. Too many fine watch brands come across as being overly engineered and sanitized. Every luxury watch brand wants their products

MI
MichaelC
May 23, 2016
Thanks for understanding my position.

I believe it was someone in the PR department. I don't think it even matters who sent the message. Whoever sent it obviously has the authority to represent the company, and did so. I also agree with your other remarks. You get it, completely. In the end, I bought the piece in the first place because I fell hard for it, so yes, as I move past the discontent, I can return to just enjoying the watch.

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