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Created to mark the November 2007 inauguration of a flagship boutique at 709 Madison Avenue, the eponymous Haute Joaillerie collection by Chopard provides a fabulous vision of the
Created to mark the November 2007 inauguration of a flagship boutique at 709 Madison Avenue, the eponymous Haute Joaillerie collection by Chopard provides a fabulous vision of the "city that never sleeps".
In 1976, an original expression of horological creativity revolutionised the watchmaking world, when the very first
In 1976, an original expression of horological creativity revolutionised the watchmaking world, when the very first "Happy Diamonds" watch was launched. Its design gave an unprecedented twist on the theme of diamond-set watches.
The L.U.C Quattro, launched in 2000, was an authentic patented innovation. Its four barrels (two sets of two stacked barrels) guarantee a nine-day power reserve.
The L.U.C Quattro, launched in 2000, was an authentic patented innovation. Its four barrels (two sets of two stacked barrels) guarantee a nine-day power reserve.
The desire to maintain personal contact with customers motivated the owners of the Swiss luxury brand Chopard to set up their own stores worldwide. The first boutique opened its doors in Hong Kong in 1983, and today, the distribution network comprises 120 locations.
by Christel Trimborn
he town of Sonvilier, now in the Swiss canton of Bern, totalled 2,890 inhabitants in 1860. One of them was Louis-Ulysse Chopard who established his first factory of the same name for high precision watchmaking here in this year, 151 years ago, and in doing so initiated a success story, which still continues today.

During its history, the company moved from Sonvilier to Geneva (1920) and has been successfully managed by the Scheufele family of Pforzheim (Germany) for close to 40 years. In 1963, Karl Scheufele purchased the watch company, which was then being managed by one of the descendants of the founder and threatening to disappear into insignificance. Together with his wife Karin and children Caroline Gruosi-Scheufele and Karl-Friedrich Scheufele, he transformed the business into one of the first watch brands with a global reputation.
It is all thanks to the four managers in the Scheufele family that the name Chopard has developed to become one of the world’s most important premium luxury labels.

Chopard has long left behind the Swiss borders to achieve renown and recognition around the globe. Customers can now purchase these sophisticated watches, as well as jewellery items and accessories from the luxury brand, at a total of 1,600 points of sale, including in 60 Chopard boutiques and an additional 60 franchise boutiques. Whether on “The Bund”, Shanghai’s stylish Colonial-style promenade, in the Moroccan capital of Casablanca or on the German North Sea island of Sylt – Chopard has made its mark on luxury shopping streets across the world.

A global network


The spread of the company’s global network comprising its own boutiques began in 1983 with the opening of its first shop in Hong Kong. This was followed shortly thereafter (in 1986) by the first European boutique in Geneva. A new store concept was launched in 2007 based on the designs of architect Thierry Despont with the opening of a flagship boutique in New York. Anther new store, which opened in Singapore in 2009, is already sporting the lighter look. The store in Cologne, Germany, is likewise being renovated to incorporate this concept and form a second flagship store.

The Scheufele family (left to right): Christine Scheufele, Karin Scheufele, Karl-Friedrich Scheufele (co-president), Karl Scheufele and Caroline Gruosi Scheufele (co-president).
The Scheufele family (left to right): Christine Scheufele, Karin Scheufele, Karl-Friedrich Scheufele (co-president), Karl Scheufele and Caroline Gruosi Scheufele (co-president).

All of the boutiques offer virtually the entire Chopard line: the jewellery collections and (sometimes limited) watch collections are present as well as perfumes, sophisticated writing utensils (named after and inspired by the Spanish star tenor José Carreras, an old friend of the Scheufeles), leather goods and luxury scarves and ties. “Customers can purchase Chopard in virtually every country,” explains Thierry Moret, chief operating officer (COO) at Chopard. “In many of the countries where we do not have our own boutiques, we have so-called ‘Corners’ within top-quality partner stores.” These “Corners” comprise at least three or four elements such as a table, display cabinet and seating area in the Chopard corporate design and contain between 100 and 500 Chopard products.

Excellent customerservice


The company’s own boutiques in particular offer the optimal opportunity to present the brand in its entirety, explains Moret. The advantages offered by these stores include economical stock planning and the implementation of an identical high level of service quality and customer focus across the world.

To achieve this, Chopard staff has to undergo ongoing comprehensive training. In addition to visiting the head offices in Switzerland where employees gain a personal overview of the precise manufacturing work involved and the “spirit” of the company, the training also involves education in gemstones and watches and the provision of detailed knowledge about the market. According to Moret, the comprehensive range of Chopard products reflects slight differences in market weighting depending on the continent or country concerned: while European customers focus heavily on the latest trends, with large watches for women being in high demand in Italy, for example, the focus in China and Japan is on more filigree jewellery pieces and watches. Customers in Russia and the Middle East favour anything new and particularly luxurious. The signature of this Geneva-based global brand, featured on its precision watch dials, has become an attractive feature popular with people around the globe.

FACTS AND FIGURES:


Chopard has...
  • 12 branches
  • 1,700 employees
  • 120 stores and 1,600 points of sale worldwide

is...
  • · represented in 124 countries produces
  • 75,000 watches and as many items of jewellery each year



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