Chopard

Marcus Hanke
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A very important step for Chopard ...

In many markets, Chopard shares a problem with other well-known manufacturers, like Cartier and Montblanc: they are mostly perceived as specialists in another field than watchmaking. Chopard and Cartier for jewellery, Montblanc for pens. Without regard to the excellence already proven in the field of watchmaking, many people still do not take them really serious because of their "other" focus. A different name helps establishing credibility in the field of high-level performance. However, luxury business is following its own rules, and what worked for Toyota and Nissan, or Seiko with their respective secondary luxury brands in markets like Asia or America, did not work in a more tradition-based market like Europe.

However, Montblanc has shown with Villeret that it is possible to successfully launch a secondary haute-horology-focussed brand in the demanding European market. Berthoud has an excellent name in the horological world, so I am astonished that nobody had the idea to launch such a brand until now. Maybe the fact that Berthoud is a rather common name in the Swiss and French Jura, like Pellaton and many others, made it a bit more difficult.

I am very curious to see the first watches to wear the new brand name and wish all the best to the Scheufeles for this new company era.

Marcus

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