To discuss these issues, the 25th anniversary of the house’s watchmaking manufacture and take stock of what has been learned as a result of the pandemic, life and style interviewed Karl-Friedrich Scheufele, co-chairman of the firm and a visionary in the luxury sector.
Chopard has made enormous efforts related to sustainability and transparency, especially since it introduced The Journey of Sustainable Luxury. Considering the current context, what are the main challenges to stay on this path?
Karl-Friedrich Scheufele (KFS): In 2013, we embarked on the Journey to Sustainable Luxury, an ambitious long-term commitment aimed at positive differentiation in the luxury brand sector. In 2018, we made a commitment to use 100% ethical gold in the creation of all our watches and jewelry. This was a bold undertaking, but certainly necessary to make a difference in the lives of the people involved in this business. We continually want to strengthen our vision of sustainability; In these challenging times, it is essential that the luxury industry sets an example on transparency issues.
We have been successful because more than 40 years ago we developed vertically integrated in-house production and invested in perfecting our trades; That ranges from the creation of a gold foundry in 1978, to the integration of the skills of our fine jewelry craftsmen with our expert watchmakers. There is still a lot to do and we hope to continue to be leaders in this field.
With its initiatives, Chopard has changed the rules of the watch and jewelery industries. Does being a leader mean taking on more responsibility?
KFS: We are a house that seeks to preserve its core values. It has not been our intention to become the leader, but if we can lead the way for other watch and jewelery companies, and share our experience, it will be a very positive and highly satisfying achievement.
The Chopard Manufacture is celebrating its 25th anniversary. What is the most important lesson you have learned throughout this time?
KFS: The first time I had the dream of creating a manufacturing company from scratch, it was with the conviction that we had to go back to the roots of our house. So I started a project to become a fully integrated movement manufacture again.
In 1996, we opened the Chopard Manufacture in Fleurier. Today, we control every step of creation: from the research, development and design of movements, to the production of their components, decoration, assembly and coating of our LUC watches Foresight is the key to survival in a world of innovation. I always keep my eyes on the horizon. I have established a link between the past and the future; between Louis-Ulysse Chopard and the next generation of watchmakers and craftsmen. However, we need to ensure that the most experienced artisans pass on all the traditional crafts to the younger ones. It is our duty to keep all this knowledge alive from one generation to another. My focus has never been on the short term, but on the stability, independence, progress and authenticity that are needed to create a unique voice in the watch industry for the next 25 years.
They have presented extremely special pieces to celebrate this anniversary. Which one makes you feel the most proud?
KFS: It would have to be the LUC Quattro Spirit 25. I always wanted to create a watch with jumping hours and the 25th anniversary of the Chopard Manufacture was the perfect occasion. We develop a new complication and present our first jumping hour piece with a dial made entirely by our enameller craftsmen. It is a classic masterpiece that combines haute horlogerie and metiers d’art, which has an 18-carat ethical gold case inspired by Louis-Ulysse Chopard pocket watches. It has a generous power reserve of up to eight days made possible by exclusive Chopard Quattro technology. It is one of the few jumping hour watches with this level of autonomy, and its production is limited to 100 pieces.
From your perspective, what are the next steps in the evolution of the company?
KFS: We want to continue in the same direction: respecting tradition and centuries-old craftsmanship, putting it at the service of innovative products and ingenious ideas. In a way, the past always meets the present and the future, and I think that’s the best way forward.
Chopard is one of the few companies in the watch industry that is still family-owned. What advantages does it represent?
KFS: Being a family business and an independent company is one of our greatest strengths, and this is clearly an advantage. Chopard’s identity has been forged over time with the contributions of each member of the family. As one of the last family-owned houses in the worlds of fine watchmaking and fine jewelry, we are able to set long-term visions and projects that don’t have to satisfy investors in order to deliver short-term returns.
In light of the pandemic, what are the forces driving Chopard?
KFS: In addition to a constant search for innovation and the best quality from the production side, the isolation strengthened our commitment to always be close to our customers, suppliers and work team. Always looking for positive results in adverse times is part of Chopard’s DNA, so we had to find solutions and new initiatives that allowed us to continue operating. In the end, nothing compares to the human experience. At Chopard we are “artisans of emotions”, so it is crucial to be able to convey this emotion through physical presence: being able to see a piece, the shine of precious stones and materials, the touch and comfort of wearing it; nothing can replace that.