In the serene setting of Gstaad, Switzerland, surrounded by the aroma of fondue and an air of quiet affluence, Chopard unveiled its 2025 Alpine Eagle models. This collection, inspired by the St. Moritz of the past and engineered for the future, marks another chapter in the storied history of the family-owned maison, renowned for its independence in the world of high jewellery and haute horlogerie.
At the helm of this legacy is Karl-Friedrich Scheufele, who alongside his son Karl-Fritz, continues to steer Chopard towards new horizons. Independence, a coveted attribute in the watchmaking industry dominated by conglomerates, is not just a marketing angle for Chopard; it is the foundation of their creative freedom. This philosophy has been the driving force behind the brand’s evolution into a serious player in fine watchmaking.
The Legacy of Independence
The journey of Chopard under the Scheufele family began in 1963 when Karl Scheufele III acquired the business. Today, the brand is co-presided over by his children, Karl-Friedrich and Caroline, who have imbibed their father’s wisdom and commitment to maintaining the maison’s independence. “My father is still very much interested in figures, and he’s always reminding us to be responsible and careful, to keep both feet on the ground,” explains Karl-Friedrich.
This sense of responsibility is something Karl-Friedrich has passed down to his children. Karl-Fritz, still in the early stages of his leadership journey, embodies the confidence of someone who has lived the family business. “It’s like being part of a perpetual Netflix series,” he says with a chuckle, reflecting on his upbringing immersed in discussions about calibres and craftsmanship.
Innovation and Craftsmanship
Chopard’s independence allows it the freedom to innovate, but it also means bearing the full weight of its decisions. When Karl-Friedrich first proposed the St. Moritz watch, Chopard’s first steel sports timepiece, his father listened rather than dismissed the idea. This openness to new ideas is a hallmark of the company’s ethos. Years later, when Karl-Fritz suggested reviving the St. Moritz, the focus was on pushing the boundaries of luxury steel watches. “We didn’t want to just make another steel watch. We wanted to do it better,” explains Karl-Fritz.
This commitment to excellence is evident in Chopard’s approach to craftsmanship. The maison’s in-house manufacture in Fleurier is a testament to classic horology, where master artisans engrave, assemble, and polish each component by hand. The L.U.C calibre 1.96, a micro-rotor marvel, combines Geneva Seal certification with COSC-chronometer precision, maintaining an alluring presence in the industry.
“The exclusivity [with calibre 1.96] is preserved in a way, by itself,” explains Karl-Friedrich. “We have increased production with Alpine Eagle, although we are very limited because of the combination of the Geneva Seal and COSC certification.”
Sustainability and Ethical Practices
In the 21st century, luxury must have a conscience. Chopard was one of the first major watch and jewellery houses to commit to 100 per cent ethical gold. “It wasn’t a marketing decision,” explains Karl-Friedrich. “It was the right thing to do.” The Alpine Eagle collection introduced ‘Lucent A223 steel’, a premium alloy made of up to 70 per cent recycled steel, showcasing Chopard’s commitment to sustainability.
Now, the brand is tackling another sustainability challenge: packaging. “It’s a tricky one,” admits Karl-Fritz, “because you want something impressive, but also responsible and secure for shipping. Weight is also a huge subject.”
Balancing Heritage and Evolution
Chopard’s greatest strength lies in maintaining the delicate balance between heritage and evolution. Despite ventures into hospitality with their striking 1, Place Vendôme hotel in Paris, there’s no desire to expand the Chopard name indiscriminately across luxury goods. “Clients don’t want to see the same brand name everywhere,” says Karl-Friedrich. “This kind of practice isn’t sustainable.”
Instead, Chopard remains focused on what it does best: making exceptional watches and jewellery with a clear sense of purpose. The brand believes that luxury should be personal, meaningful, and timeless. When asked why someone should choose a Chopard watch, Karl-Fritz emphasizes values over specifications. “You’re not just buying a watch. You’re buying into a philosophy. A tradition. A commitment to doing things the right way, even when it’s harder,” he explains.
In an era where luxury often feels dominated by numbers and devoid of soul, Chopard stands as one of the last true bastions of independence. This dedication to values and craftsmanship is why the Scheufele family’s legacy in watchmaking continues to resonate with discerning customers worldwide.
