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.