TIME WELL SPENT
‘Artisan of Emotions since 1860’ keeping jewelry both modern and classic
For Karl-friedrich Scheufele, jewelry and watches aren’t just about business. They’re about family.
The Chopard president, who runs the company alongside his sister Caroline, has been working in the industry for as long as he can remember. In fact, he fondly recalls his early years exploring the inner workings of the production workshops in Geneva.
“I sometimes spent afternoons at the factory, playing with watch parts,” he says. “I was kind of born into the subject because, at the dinner table, my parents spoke about their work and the watches and their clients. So, it was kind of a natural environment.”
Founded in Sonvilier, Switzerland by Louis-ulysse Chopard in 1860, the company was purchased by the Scheufele family in 1963, and has remained there ever since.
Today, it’s the fourth generation of the family that runs the Chopard maison; a source of pride for the Scheufele clan in an increasingly competitive industry where many iconic jewelry brands are controlled by a majority stake held by conglomerates.
“The unique challenge is really all about independence, including financial independence,” he says. “We are financially a strong company, so we can afford to stand alone. And we were able to expand, nevertheless, over the years and keep track with our competitors.”
So, what keeps Scheufele inspired to carry on the family business?
In short, it’s the enjoyment of the immense challenge presented in pushing the nearly 160-year-old company forward, modernizing it to stay at the forefront of the fine jewelry and watch industries.
“I’ve always enjoyed what I did in the family business, and I was able to add some new elements to it,” he explains. “Because, for example, we were not making all our own movements 20 years or so ago.
“So, I brought this activity to the company and we developed it. Today, we are really totally integrated in every important part of the process of making watches.
“That was a great, very passionate experience. It is very technical, yes, but it also added a huge amount of recognition and authenticity to the brand. It’s probably one of the best decisions we’ve made.”
The design element of the industry also appeals to his “artistic sense,” he admits.
In Vancouver last fall to visit the Chopard store, Scheufele explained the relatively recent definition the Chopard team has nailed down for the company.
“We decided we would be the Artisan of Emotions since 1860,” he says of the new mission statement. “You have this craftsmanship side of Chopard; you have the emotions that are attached to Chopard, whether it be through the products or events, and also the family aspects because we are a family owned and run company; and also you have the tradition. Because we are over 150 years old. So, we have a lot of responsibility, too.”
Throughout the years, Chopard has staked a claim in red-carpet, high jewelry dressing; the lending of millions of dollars worth of jewels to A-list actors including Lady Gaga and Charlize Theron to be worn at events including the Grammy Awards and the Oscars.
While the celebrity adornment may not necessarily lead to direct purchases from Chopard clients, the practice undoubtedly drums up buzz for the company.
“I think that’s all part of the emotion. And that was obviously not possible some years ago,” Scheufele says. “Today, you have this whole aspect that becomes possible. So, it’s really an added value for communication, which we use extensively.”
For Scheufele, whether it be a recognizable celebrity or a loyal customer showcasing their latest wares, seeing Chopard pieces come to life — and adorn — remains one of the most exciting elements of his craft.
“I get excited,” he says. “Especially when it comes to seeing a new piece of jewelry or a new watch taking shape. And, finally making it onto someone’s wrist, or someone’s ears, I think that’s exciting.”
Chopard holds a unique position in the jewelry market, one that’s similar to Tiffany & Co. and Cartier, in that it creates collections at various (albeit still luxury) price points.
“We have the unique situation of having accessible jewelry ranges, which are doing very well, and also the high-jewelry aspect where pieces are made one-of-akind, based on the design,” he says.
“As a jeweller, that really makes (the business) from A to Z. We master both worlds.”
Chopard timepieces and designs from the high jewelry collection are crafted inhouse at the company’s headquarters in Geneva, while the more attainable creations are crafted in Germany.
So, who exactly is the Chopard customer, in Canada and beyond?
“The customers are of various profiles, because if you look at the watches, we have sports watches like the Mille Miglia and these would be for a younger customer who likes cars and racing.
“Then you have the more, we call them ‘modern gentleman,’ who likes the classic watches with very fine movements. More expensive watches. So, these are two customers right there.
“Then you have the high jewelry customer who is a very wealthy, cosmopolitan lady; and the other extreme is the younger generation who likes the Ice Cube collection, which is kind of cool.”
That breadth of consumers is what Scheufele says also allows the company to open boutiques in various international markets.
Would the Chopard brand ever change hands? According to Scheufele, he will do everything he can to keep it in the family.
“You can never say never, but you can definitely say this is our goal.”
We have the unique situation of having accessible jewelry ranges, which are doing very well, and also the high-jewelry aspect where pieces are made one-of-a-kind ...