Overview Chopard has a long history of associating with automobiles and racing, dating back to 1988, which is when the company became the official timekeeper of the Mille Miglia race in Italy. The ties with the automotive world began before 1988, though, as the owners of Chopard, Karl-Friedrich, and Karl Scheufele – who own collectible vintage and classic cars – were already participating in the Mille Miglia in the 1980s. Interestingly, according to Ralph Simons, the CEO of Chopard USA, the initial intention was not to create a commercially successful timepiece collection – it was instead developed with the idea of making a watch for the Mille Miglia participants. It did become of commercial success, of course, and Chopard has been the official timekeeper of the Mille Miglia ever since. The strong automobile and racing association continues to this day.