Chopard

  • Scheufele applied a mono­chromatic palette to this year’s collection, which includes the Happy Sport Chrono All Black ($9,380).
  • Double Orbit Diamond ($53,940)
  • Carol Besler

"We are not as boring as you think," says Chopard co-president Caroline Gruosi Scheufele, who designs and oversees production of the company’s jewelry and jewelry watches. Geneva may be the capital of propriety and understatement, but in a little over a decade, Scheufele and her brother and fellow co-president Karl-Friedrich have turned Chopard into an international symbol of opulence. Happy Diamonds, the company’s most recognized watch collection, features timepieces with five mobile gems dancing whimsically between crystals over the dial. In dour, prudent Geneva, it seems a most unlikely formula, yet the watches remain highly successful.

One of Scheufele’s hallmarks as a designer is her prolific output. This year she swept through the company’s Happy Sport and Happy Diamonds collections adding bold, stark models in all black or all white. While her brother is turning Chopard’s facility in Fleurier into one of the most important manufactures in the industry, Scheufele is designing a wealth of fanciful ladies’ pieces for the high-profile clientele Chopard has attracted over the last several years.

Her knack for reading her clients’ changing tastes comes from constantly moving in their circles. Chopard became an official partner in the Cannes Film Festival a decade ago, when Scheufele suggested to the festival’s director that she redesign and produce the Palme d’Or award. She now also presents it. And, having become something of a celebrity herself, Scheufele is photographed as much as any star in attendance. Sir Elton John’s annual White Tie and Tiara Ball and other glamorous private events have become the venue for her insouciant watch designs, as well as her more serious jeweled timepieces and jewelry collections. All are marked by unusual and fresh lines.

Scheufele is delighted to hear that her designs are considered unconventional, but she doesn’t see that as incompatible with the Geneva aesthetic. "Yes, the city has deeply ingrained watchmaking traditions, and we are part of that. But that doesn’t mean we can’t also be extravagant and daring and innovative. We are like the James Bond martini," she says. "Shaken not stirred."

Chopard 800.246.7273, www.chopard.com

From Around the Web...
These beautiful new watches prove that complicated watchmaking isn’t just a man’s game…
Les Cabinotiers Celestia Astro­nomical Grand Complication 3600 (about $1 million)
The Les Cabinotiers Celestia Astronomical Grand Complication 3600 has a million-dollar price tag…
Monobloc Actuator
Porsche Design’s Monobloc Actuator Rewrites the Rules of Chronograph Design
Upcoming Baselworld launches and earlier releases from SIHH prove the vintage-inspired trend is far...
The masters of haute horlogerie continue to impress through the first quarter of 2017…
Seamaster Planet Ocean GMT
The vibrant navy case of the new GMT dive watch might just help you shake those blues...
We took a minute away from the contest to decide which of our favorite watches paired best with the...
Sarpaneva Korona K0 Daredevil Dawn
Stepan Sarpaneva’s new model is a nod to risk takers and his early passion for motorcycles…
The brand expands Laureato line with a unisex 38 mm size and new case and bracelet options…
George Bamford
Robb Report sits down with George Bamford of Bamford Watch department for a closer look at some of...