Mumbai recently played host to a display of Chopard's finest creations, marking a special event for watch aficionados and jewellery enthusiasts alike. Hosted at Time Avenue on Mumbai's historic Turner Road, some of the brand's most coveted pieces, including the Alpine Eagle and L'Heure du Diamant collections were given the spotlight amidst the brand's finest jewellery designs.
The Alpine Eagle, with its new 33mm case size, continues to captivate with its sporty-chic design and ethical craftsmanship, embodying the brand's commitment to sustainability with materials like Ethical Rose Gold and Lucent Steel. The L'Heure du Diamant collection, on the other hand, dazzles with its exquisite diamond settings and delicate craftsmanship, blending contemporary design with traditional jewellery-making techniques.
In this setting, I had the opportunity to sit down with Xavier Lasserre, International Sales Manager at Chopard, who shared insights into the brand's latest innovations, their sustainable practices, and their strategic vision for the Indian market. Excerpts:
Welcome again to India! Tell us a bit about today's event?
Some of our creations face a demand higher than production, so we can't guarantee that our retailers will be fully supplied. As a result, we organize exclusive events two to three times a year. These events, like today's with Time Avenue, provide a cosy atmosphere to highlight some of our newest and most iconic creations, such as L'Heure du Diamant and the Alpine Eagle.
Can you tell me more about the technologies and materials Chopard is using?
I'd focus more on the materials. For all our golden pieces, we use Ethical Gold, ensuring we know its origin and can be proud of it. This commitment to sustainability is crucial for us. Additionally, we've developed a new quality of steel called Lucent Steel. Our supplier in Austria laminates the steel twice for better purity and scratch resistance. This steel is also made of 80% recycled material from the medical and aerospace industries, ensuring a high standard of quality. By 2025, we aim to increase this to a minimum of 90%, with an overall goal of reaching net zero.
Moving on to the Indian market, you've been involved here for a while. Where does Chopard fit into this space, and are there unique challenges in the Indian market?
We started direct engagement with the Indian market exactly 10 years ago, in 2014. We previously had a distribution framework, but now we deal directly with our retail partners. This approach reduces the distance between our brand in Geneva and our partners in India, allowing us to offer better service and understand local specificities.
Today, we collaborate with 12 partners, mostly family-owned companies. The Indian market is unique; clients are very price-conscious, especially regarding watches. As for jewellery, there are many excellent local competitors, but we are slowly developing our fine jewellery collections.
What's the most rewarding part of working with such high-end luxury pieces?
The most rewarding aspect is meeting interesting people and seeing the passion and emotion our creations evoke. Events like the Cannes Film Festival or today's event at Time Avenue create a specific atmosphere, highlighting the care and precision in our craftsmanship. Our integrated production ensures high quality, with watchmakers spending hours assembling components to create a calibre. This dedication places discussions and moments in a unique ambiance.
If you could own any piece from Chopard's historical collections, which one would you choose and why?
That's a great question. I own two Chopard watches: a Mille Miglia GMT limited edition and a St. Moritz, the predecessor to the Alpine Eagle. My Mille Miglia is from 2012. Today, I'm wearing a beautiful L.U.C. Perpetual T made of ethical gold and titanium, featuring a calibre developed and produced by Chopard with a golden micro-rotor.
What does Chopard look forward to in the Indian market?
We plan to expand to cities like Chennai, Goa, and Ahmedabad, depending on the opportunities and partners we find who share our values. We aim for long-term relationships, ensuring our partners express the brand correctly. We are also targeting opening Chopard boutiques in New Delhi and Mumbai. These boutiques will help establish our presence in India, similar to our locations in Dubai, Paris, and New York. It will be a joint venture approach; we are still in the early stages. We need to find the right partner to proceed.
