Chopard – The Sound of the Future – People and Interviews – WorldTempus

Suzanne Wong
We started by talking about the Sound of Eternity – the trilogy of chiming watches from the LUC collection – congratulations again on this achievement. Your team really did an extraordinary job. We saw how amazed and excited everyone was, but perhaps not at all surprised, which is understandable as we should all be aware by now of what Chopard is capable of.

LUC Full Strike Tourbillon – LUC Full Strike Sapphire – LUC Strike One © Chopard

Karl Friedrich Scheufele
Well I guess if someone didn’t know that, now they do.

Suzanne Wong
It’s important that Chopard was able to launch these watches at the right time, by which I mean that in many places around the world things are almost back to normal: an environment where we can focus on our work and play so great watchmaking creations.

Karl Friedrich Scheufele
The situation is so much better than the bleak picture that presented itself to us in early 2020. Back then, we didn’t even know how to communicate with each other. Over time I noticed that the big problem in our industry in terms of communication was that we lost physical contact with the products and couldn’t meet aimlessly anymore. Of course we had software like Microsoft Teams and Zoom, we still had presentations and meetings but always with a purpose. We lost the luxury of spending time with someone at the table, exchanging opinions and discussing different topics. And of course, even the most beautiful image on a watch’s screen doesn’t do it justice. This particularly struck me last year when I was looking at the watches that competed in the Grand Prix d’Horlogerie de Genève, where I voted. I thought how different the watches would look in the pictures if you could actually touch them, a dimension that we’ve really missed over the past two years.

Suzanne Wong
Obviously development of the Glockenspiel trilogy started years ago and the environment in which the watches were launched in 2022 is very different from the situation we envisioned for the original launch. Has it changed your idea of ​​what watches stand for, what they mean for business and how they appeal to consumers?

Karl Friedrich Scheufele
There are always pros and cons with everything. What has struck me over the last two years is that more and more people are reading, researching and educating themselves about mechanical watches. I would say there are probably more watch collectors today than there were two years ago, and they are younger too. That’s because they’ve had more time to develop their interest, because you have to spend time with the watches, you don’t learn just like that. You’ve had time to research watch companies, to try to understand the company’s philosophy, the reason why it does this or that. People could learn about watches and watchmaking at their own pace. Unlike before, you know, when we were all flat out in the industry, it was important to be able to travel everywhere and have momentum. And that probably wasn’t the right way.

The sound of the future

LUC Strike One © Chopard

Suzanne Wong
I get the impression that you feel that today’s audience is more receptive to what we are trying to tell them about fine watchmaking, grand complications and intricate details.

Karl Friedrich Scheufele
Yes I think. I totally have that feeling.

Suzanne Wong
Does it make it easier to communicate with customers? Those of us who work primarily with fine watchmaking products have always been aware that it can be difficult to talk about such intricate and complex mechanisms in an accessible way.

Karl Friedrich Scheufele
It is absolutely true that the more knowledgeable and understanding the audience has, the easier it is to resonate with it, especially when it comes to something like fine watchmaking. And since we’re on the subject of acoustics and striking clocks, the idea of ​​resonance works very well here. It can be said that the public thinks not only about the representative appearance, the outside, but also about the inside. It’s very rewarding.

Suzanne Wong
This fits perfectly with one of your personal projects, Art in Time, a gallery in Monaco that defends the values ​​of fine watchmaking and the spirit of craftsmanship.

Karl Friedrich Scheufele
When we opened in Monaco, nobody really knew we were there for a while. And this is Monaco, there are a lot of tourists. We were open for over a year and had to close in 2020. But when we later reopened, we did better than we did in 2019. And we did even better in 2021. In general, people are now more interesting to independent watchmakers. How is it possible ? I think that could only happen because everyone collects more information and becomes more interested as a result. Otherwise everyone would buy the same classic watches that have been out of stock for months, even years. I like this dynamic that we see and I think it’s very good. All this, in my opinion, clearly shows that watchmaking in general is on the right track.

The sound of the future

LUC Full Strike Tourbillon © Chopard

Suzanne Wong
Will you integrate these observations you’ve gathered into Chopard’s product strategy and direction a little more? By that I mean you have this milestone at Chopard, The Sound of Eternity, and you have also received this information on how the watch audience has evolved. Will Chopard focus more and more on fine watchmaking or do you think it’s just as important to also have a strong commercial offering?

Karl Friedrich Scheufele
I believe we still need to have a solid base of what you call a more commercial offering. Because I believe we need to encourage a significant portion of the watchmaking world to continue investing in the mechanical watchmaking experience. But if you only offer very high quality parts and nothing else, how is that supposed to work? For this reason, next year we will be reviewing and rethinking the Mille Miglia collection, which we think is very important to keep as an entry-level collection at Chopard. Also within the LUC collection we want to keep a certain level of accessibility, but always something interesting and challenging. It’s great to have the Full Strike and we’re very proud of what this piece represents. But I think it’s important to attract a different kind of audience as well.

The sound of the future

LUC Full Strike Sapphire © Chopard

Suzanne Wong
You are absolutely correct. And I think we’re wrong if we think consumers are stuck in either the mechanical watch realm or accessible entry-level parts. We cannot catalog consumers in this way. For example, it’s not because we like good wine that we can’t appreciate a good cold beer.

Karl Friedrich Scheufele
Exactly! If you only drink great wines every day, it really isn’t the same. I mean it has to be exceptional.

Send the music!

Co-President of Chopard, Karl-Friedrich Scheufele © Chopard


#Chopard #Sound #Future #People #Interviews #WorldTempus

Leave a Comment

Your email address will not be published.