In an interview with Economy Middle East, Chopard Co-President Karl-Friedrich Scheufele discusses the flourishing luxury watch market and reflects on Chopard’s robust trajectory, emphasizing the brand’s versatility in both watchmaking and jewelry. As a family-owned company, Chopard’s enduring traditions and innovative approach have earned it a distinct place among luxury connoisseurs. The interview delves into the inspiration behind the Alpine Eagle Summit collection and underscores Chopard’s commitment to quality, service, family spirit, and creativity rooted in traditional craftsmanship.
Economy Middle East: The luxury watch market is expected to grow at a rate of 7 percent to 9 percent annually until 2027. What will drive this growth and how do you see Chopard’s own growth trajectory in the next few years?
Karl-Friedrich Scheufele: In the past years leading out of COVID, we have grown around 7 percent to 9 percent, even slightly more. I think this is due to the fact that, in general, there is greater awareness of watchmaking and the luxury goods market than ever before. Furthermore, it seems to have been growing with a younger generation who are becoming more knowledgeable and interested, particularly in watches. Of course, Chopard is not only luxury watches but also jewelry.
Economy Middle East: When it comes to Maison Chopard, what are the distinctive features and elements that have made the brand such a favorite among luxury watch connoisseurs? What do you want people to remember about the brand?
Karl-Friedrich Scheufele: Chopard stands out as being very versatile in making jewelry and crafting luxury watches — particularly mastering all the trades involved with these activities in-house. Therefore, we have the unique opportunity and possibility to really exercise our creativity in a very direct manner. I think this is something where love and passion for craftsmanship becomes a theme that Chopard puts forward and sets us apart.
The fact that we have been a family-owned and run company over a long period of time has gained us a lot of aficionados. Last but not least, I think a number of strong classic collections such as the Happy Sport, which goes back to a concept from 1976, as well as well as the recently relaunched ones such as the Alpine Eagle, played a significant role. I’d say we are innovative yet also based on enduring traditions.
Economy Middle East: What is the inspiration behind the Alpine Eagle Summit collection?
Karl-Friedrich Scheufele: The Alpine Eagle Summit Collection showcases our capabilities in both watchmaking and jewelry. If you look carefully at the stone settings we exercise on these watches, you will immediately realize it would be impossible without our expertise in jewelry. And this also goes for the sourcing and cutting of the stones to perfection.
Read: Chopard’s Alpine Eagle Cadence 8HF: A watchmaking masterclass
Economy Middle East: What luxury watch design trends do you see emerging in the region? Is there a regional preference in terms of features or designs?
Karl-Friedrich Scheufele: I think the world has become smaller when it comes to preferences, probably due to social media. I can say, however, that the Middle East is always at the forefront, trying to find the latest novelty and very much forward-thinking. They are also among the first to adopt the more colorful dials, which seem to be a trend, deviating from the usual gray, black or silver dial to something more cheerful. But I think you cannot say that this is a typical Middle Eastern watch or that this is for the American market etc. Tastes and preferences are all more international today.
Economy Middle East: What would you like people to remember or associate the brand with?
Karl-Friedrich Scheufele: If I were to sum it up in a few words, I’d say we’d like our clients to remember that we are a company that pays a lot of attention to quality, service, family spirit and, finally, creativity that is based on traditional craftsmanship.
About Karl-Friedrich Scheufele
A man of many talents, Chopard’s Co-President Karl-Friedrich Scheufele exudes a quiet thoughtfulness that is belied by his accomplishments in various fields, especially watchmaking. His visionary leadership continues to connect the past, present and future of horology.
Karl-Friedrich Scheufele prioritizes long-term vision, cherishing Chopard’s heritage while ushering in modern innovation. In 2018, with his sister Caroline Scheufele, he committed Chopard to 100% ethical gold use. In 2023, the Maison announced that all Chopard’s steel watches will be made from Lucent Steel™, with recycling rates reaching 90% by 2025. Scheufele’s journey continues, seamlessly connecting Chopard’s past, present, and future.
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