TIME² Interviews Chopard Co-President Caroline Gruosi-Scheufele

The brains behind Chopard’s enormously successful collaboration with the Cannes Film Festival – a masterclass in celebrity endorsement if ever there was one – is also the co-president and creative director of the company and the daughter of Karl Scheufele the man who bought the company from the Chopard jewellery family in 1963. Today Caroline is at the joint helm of the company with her brother Karl Friedrich Scheufele.

"I believe Louis-Ulysse Chopard who founded the company in 1860 aged 24 would be delighted to see how his company has developed through the years from the very first Happy Diamonds watch in 1976 to the latest haute jouaillerie for the red carpet and our ultra-sophisticated LUC watches and Chopard museum, both named in his memory," says Caroline. Chopard is also one of a small number of brands participating in the Fleurier Quality Foundation, which certifies high levels of quality.

A steel bracelet version of Chopard’s recently re-introduced Imperiale collection is the one Caroline is sporting today. "The mother of pearl dial represents the embroidered cushions on which monarchs placed their insignia. The roman numerals represent the imperial numbers and the hands are reminiscent of daggers used by sovereigns in combat," she explains.

Caroline believes being a family business sets the brand apart. "We have independence in an increasingly competitive environment. We can be creative without worrying about short-term returns on investment for shareholders or other stakeholders. We will always be guided by our passion and dedication to excellence and creativity," says Caroline.

Chopard is available in TIME² at Selfridges.