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20th Anniversary
Chopard - Caroline Scheufele: Co-President of Chopard

Chopard Caroline Scheufele: Co-President of Chopard

A woman called by her heart to lead a noble charge...*

Some might call her a mordern-day Joan of Arc, a woman called by her heart to lead a noble charge. Others might call her highly in tune with the times. Either way, one thing is sure, Caroline Scheufele, Co-President of Chopard, has made an indelible mark on watchmaking (and jewellery) history in the past 20 years.

Having virtually grown up in the Chopard family business, which her parents purchased in 1963 when she was just two years old, Scheufele has always had an uncanny knack for artistic designs and creative concepts that capture imaginations and attention. It was her idea in 1998 – almost at the turn of the 21st century – to have Chopard become the Official partner of the Cannes Film Festival. It paved the way for two spectacular ensuing decades.

Caroline Scheufele - Co-President, Chopard

Caroline Scheufele © Chopard

In 2001, as Artistic Director and Co-President of Chopard with her brother Karl-Friedrich, she quickly formed partnerships with philanthropic and charitable organisations. It was her astute sense of doing the right thing in a changing world that prompted her to lead Chopard into new realms of social and ethical responsibility.

In 2010, she encouraged the brand to work with the Responsible Jewellery Council, and a year later aligned with the Alliance for Responsible Mining, an organisation that ensures gold is extracted from sustainable mines. By 2013, Scheufele announced the first Green Carpet collection, created entirely from Fairmined Gold. It was the kick-off of Chopard’s Journey to Sustainable Luxury. The first watch produced in Fairmined gold was the Tourbillon QF Fairmined L.U.C, which made its debut in 2014. In 2018, both the Happy Palm watch in the Happy Sport collection and the L.U.C Full Strike repeating watch unveiled were created in Fairmined gold.

By July 2018, the brand announced its commitment to using only ethical gold for both jewellery and watches moving forward. No other brand has been so extensively committed to sustainability. Chopard has deftly risen to the challenge of meeting today’s customers’ desires for transparency and the preservation of Earth. It would doubtless not have achieved so much without the tireless efforts and fearless charge of Caroline Scheufele.

*On the occasion of GMT Magazine’s 20th anniversary (and WorldTempus’s upcoming 20th anniversary in 2021), we have embarked on the ambitious project of summarising the last 20 years in watchmaking in The Millennium Watch Book, a big, beautifully laid out coffee table book. The Millennium Watch Book is available on www.the-watch-book.com, in French and English.

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Maison Chopard epitomises the alliance between watchmaking and jewellery. It has always known how to meet the expectations of its day, relying on four essential values: expertise, tradition, innovation and commitment to philanthropy, whilst working hard to pass on knowhow and skills to future generations.

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