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Chopard’s Newest Watch Collection Tells a Unique Tale Shared Between the Empire’s Three Generations

Chopard’s ambitious co-president Karl-Friedrich Scheufele launches its newest watch collection, the Alpine Eagle, and with it a unique story shared between grandfather, son, and grandson.

The Scheufele family: Karl, Karl-Friedrich, and Karl-Fritz.

In an age of digital watches, Chopard is among the high jewelry leaders focused on offering reliable and classic timepieces. The Swiss house – founded in 1860 – has been under the ownership of the Scheufele family since 1963s, with siblings Caroline and Karl- Friedrich following in the footsteps of their father, Karl III, to helm the business as co-presidents. The two have built an internationally renowned high jewelry enterprise while being one of the only family-run businesses today. Karl- Friedrich is behind the men’s collection and Chopard manufacture, while Caroline controls and designs Chopard’s collections for women. At the age of 22, Karl-Friedrich introduced the company’s first sports watch, the St Moritz, which went on to be one of its most popular pieces. That timepiece has been reinvented today with the help of his son, Karl-Fritz, and father Karl – the first time the three generations have worked together on a watch.

What are the advantages of operating a family business today?

Karl-Friedrich: As one of the last family maisons in the high watch and high jewelry field, we can pursue long-term visions and projects without having to please investors seeking short-term profit. While we put a lot of emphasis on innovation and creativity, we firmly believe that tradition, respect for heritage, and exceptional artisanship contribute to our success. When entering a Chopard boutique, you can feel the family dimension.

How does Chopard connect with the younger, online generation?

The millennial generation appreciates experiences. At Chopard, we offer memorable and one-of- a-kind experiences through our events, such as the Mille Miglia classic car race and the Cannes film festival. Also, since July 2018, we have been using 100% ethical gold for our watches and jewelry creations. This is a fundamental ethical commitment that resonates particularly.

Is there a specific philosophy within the company that helps maintain its positioning?

The preservation of our craft and traditional techniques is essential. Our desire, through the manufacture, to perpetuate the traditions and to transmit these unique skills is what makes Chopard watches so extraordinary. However, Chopard is not oriented towards the past. The transmission of this traditional know-how is fundamental, as the development of craftsmanship and new skills that will become the classics of tomorrow.

St.Moritz Watch ad from the 1980s.

The Alpine Eagle is a reinterpretation of your first watchmaking project, the St Moritz. Why did you decide to bring back this collection now?

About five years ago, my son, Karl-Fritz, discovered a model of the St Moritz watch in my desk drawer. After wearing it for a few days, he was convinced that it could be reinterpreted with a twist, without losing its essence or character. He came to see me, trying to convince me about his idea. I wasn’t interested at first because I believe that the St Moritz watch is an icon, and icons must be preserved as such. Karl- Fritz insisted and asked my father for help. My son then worked on the first prototype along with his grandfather and introduced it to me. This is how the project started.

The Alpine Eagle is a reinterpretation of your first watchmaking project, the St Moritz. Why did you decide to bring back this collection now?

About five years ago, my son, Karl-Fritz, discovered a model of the St Moritz watch in my desk drawer. After wearing it for a few days, he was convinced that it could be reinterpreted with a twist, without losing its essence or character. He came to see me, trying to convince me about his idea. I wasn’t interested at first because I believe that the St Moritz watch is an icon, and icons must be preserved as such. Karl- Fritz insisted and asked my father for help. My son then worked on the first prototype along with his grandfather and introduced it to me. This is how the project started.

What was the thought process behind St Moritz, and how did it change while making the Alpine Eagle (right) ?

When I was 22, I went to my father’s office with a concept that, in my opinion, was incredibly innovative and modern. I wanted to create a stainless-steel sports watch. At that time, Chopard worked exclusively with gold. My father accepted the challenge, and the St Moritz soon became a bestseller, reborn today in the shape of the Alpine Eagle Collection. The original St Moritz model was inspired by the St Moritz ski resort in the heart of the Swiss Alps and its glamorous lifestyle. To create a new timepiece is a complex process, but it is sometimes even more challenging to reinterpret a great design. We focused on the dial, the bezel, the functionalities, and the aesthetic aspects. Similarities are evident to the eye, such as the interplay of lights, thanks to an alternation of polished and brushed finishing. The Roman numerals, the eight functional screws around the bezel, the protectors of the crown, the integrated metal bracelet, as well as the three-blade folding buckle. The St Moritz strongly inspires all these details. If you look closely at the two watches, St Moritz and Alpine Eagle, you will notice that the design is reinterpreted and more refined and contemporary in the Alpine Eagle. The rock-like texture dial of the Alpine Eagle evokes an eagle’s iris; its hands the raptor’s feathers; and the cold glinting steel is reminiscent of glaciers. The case is distinguished by a protrusion protecting the crown, engraved with a compass rose. The movement, the case, and the bracelet are crafted and assembled in-house at our Geneva headquarters.

St.Moritz Watch ad from the 1980s.

What makes this collection unique?

As an ardent advocate of nature, I am highly interested in the Alpine region, and the impact climate change has on the Alps’ fauna and flora. The Alpine Eagle is a powerful ambassador and an excellent emblem for this distinctive collection and the challenges of climate change. It is also the first time that my father, my son, and myself have worked together on a new watch. I believe that it is unique in the industry to have three generations of the same family co-developing a new creation. With its COSC movement, its innovative Lucent Steel A223, and its unique design, the Alpine Eagle truly represents the spirit and know-how of our family business.

Who is the ideal buyer for the Alpine Eagle?

This collection is designed for watch lovers, whose vision inspire and elevate and who are aware of the importance of environmental issues. It’s a gentleman’s watch, but it has a unisex appeal.

What is the future of Chopard and watchmaking?

With the creation of Chopard Manufacture in Fleurier 23 years ago, we wanted to return to the roots of watchmaking and the Swiss Jura mountains. Today, we control every step of the production: research and development, production of components, decoration, movement assembly, and casing. We have registered more than 18 patents, and in the beginning, it was a bold decision, but this project meant a lot to me, and we had a long- term vision. Being independent is priceless. We will continue to perpetuate the heritage of artisanal skills and traditional crafts and, at the same time, involve modern technologies whenever suitable.

Originally published in the fall/winter 2019 issue of Vogue Man Arabia 

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