ll eyes turn to Caroline Scheufele whenever she steps onto the red carpet alongside world-famous athletes or internationally acclaimed actors and actresses. What jewellery is she wearing? How has she combined the various pieces?
Chopard’s co-president knows that she’s always carefully scrutinised and that her jewellery and watches will surely be the focus of attention. She gladly complies with spectators’ expectations because she loves lavish necklaces, scintillating earrings and distinctive rings set with the finest gemstones in every conceivable colour that nature can offer. And Scheufele repeatedly captures the charm of time through her brilliant combinations of jewellery and watches.
Chopard celebrates this combination with uncommon proficiency, although this isn’t especially surprising when one considers that this brand was founded as a watch manufacture more than 150 years ago and has been en vogue as a jewellery brand since the 1980s. The two talents accordingly unite in unconventional and beautiful watch creations.
Caroline Scheufele is the creative head: as co-president of Chopard, she’s responsible for jewellery, jewels and ladies’ watches, while her brother and co-president Karl-Friedrich takes charge of the ledgers, the administration and the collection of men’s timepieces. He’s regarded as the introverted, thoughtful planner and strategist, while she’s seen as charming, vivacious and capricious.
This inimitable charm has helped her to successfully promote the brand in the great wide world. For example, she was instrumental in organising Chopard’s partnership with the Cannes Film Festival. Not only is the coveted Golden Palm trophy crafted in Chopard’s ateliers, the brand also makes many of the high-carat jewellery pieces that adorn the festival’s stars and other visitors. Professional contacts with celebrities often grow into personal friendships, but these are cultivated quietly and behind the scenes. Little is known about these relationships, although there are a few exceptions, such as the personal connection to Elton John, whose AIDS foundation Chopard supports, and the friendship between the brand and top model Eva Herzigova. For Scheufele, private remains precisely that: private.