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All L.U.C.
movements are officially certified chronometers except those ticking within watches not outfitted
with seconds hands and those used in Chopard’s collection watches (as opposed to L.U.C. watches).
Some L.U.C.
movements are assembled in the Meyrin factory, where six to eight watchmakers are reserved just
for these complicated movements. All movements assembled there rather than in the Fleurier
facility bear the coveted Seal of Geneva. Chopard produces six hundred to eight hundred movements
annually bearing this prestigious stamp guaranteeing the many quality characteristics needed
to receive it.
More to Come
Karl-Friedrich Scheufele seems satisfied with the development his family’s company has taken.
In just four short years, Chopard will celebrate its 150th anniversary.
"It’s
difficult to sum up [the last ten years] in a few words," he explains. "Personally,
I learned to be more patient. I think for the company, we added another technical dimension.
Not only because now we are capable of making movements but also we have become more professional
in terms of quality control.
"With the
introduction of Chopard Manufacture, there are certain things that we decided to do right
from the start. For example, we are ISO certified. We then introduced many of these things
to the rest of the Chopard group; some are being introduced as we speak. And certainly,
technically speaking, the L.U.C. project brought another dimension to the whole group.
And, finally, from a human standpoint, I think it has been a great experience because it proves
that when you set out to do something, and even if you don’t believe maybe in the beginning
that you’ll make it, if you have a good group of people together, you can do it."
Scheufele
promises to continue to wow his audience with new projects, including continuing to complicate
the new repeater movement, which at the moment rings a sonnerie horaire, or the hours.
And look for a manufacture chronograph movement in the not-too-distant future from the house
of Chopard.
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We make the Palme d’or, the
award that’s given, and we’re a
big sponsor of the festival. Plus,
we also give out the Chopard
trophy to an up-and-coming
actor or actress. it’s also beyond
just the celebrity component; we
support the arts and we’re also
involved in the community in a
healthy way.
iW : Chopard is really a worldwide
empire. But it’s also a tight family
business, a family-owned,
familyrun business. How does this
compare with other brands in
a day to day capacity?
MH: First of all, we’re privately
held, just by the family–which is a
unique and special thing in this day
and age. What it also does is give
you a very long-term point of
view, so decisions are made for
the long-term benefits of the
brand. you don’t make decisions
on a monthly or quarterly basis
because you’re pressured by
shareholders or investors. We
make decisions that will be the
right decision not just for this
month or this quarter or this year,
but it’s the right thing to do
because, even ten years from
now, that’s going to be the most
beneficial thing for the brand.
iW : What is emphasized more in
the U.S., the watches or the
high-end jewelry, and why do you
think this is?
MH: The objective is to bring the
message to everybody equally.
Now, the watch business overall
has really experienced dramatic
growth in the last five years. Not
just with our brand, but virtually
all successful brands. and the
jewelry business has really grown
nicely as well, but it’s not the same
business as watches per se. The
objective is to market them
equally. it’s also that both men
and women have come to
understand how special many of
these watches are.
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