Exclusive Preview of Chopard’s Latest Creations
Mumbai’s top retailer, Time Avenue, recently hosted an exclusive preview of Chopard’s latest creations. The exhibit showcased the brand’s novelties unveiled at Watches and Wonders 2024 and a collection of exquisite timepieces.
Emphasis on Jewelry and Indian Clientele
Xavier Lasserre, Chopard’s Global Sales Director, emphasized the Indian clientele’s affection for the brand’s jewelry. The company also displayed some beautiful pieces, including the Alpine Eagle and L’Heure du Diamant collections, exclusive from both collections for Indian clients to experience firsthand. Lasserre stated that these pieces resonate deeply with the Indian audience, who have a rich tradition of wearing high-quality jewelry.
Celebrating a Long-Standing Partnership
Celebrating its 26th anniversary this year, Time Avenue has been a trusted partner of Chopard for nearly two decades. Led by Viraal Rajan, this Mumbai-based retailer has been a prominent supporter of independent watchmakers. Lasserre highlighted the collaborative approach between the brand and the retailer. He explained that Chopard has been in the Indian market for many years and that they had launched a unique creation of Lord Ganesh with eight pieces specifically for India.
Enhancing Brand Visibility
Lasserre also emphasized how Time Avenue’s new boutique in Mumbai has enhanced the brand’s visibility. He said they have a long-standing relationship with Time Avenue and hope it continues to grow. Nikki Rajan, Director at Time Avenue, remarked that Chopard’s collaboration with Time Avenue at the event highlights their commitment to luxury and precision in watchmaking. She said their presence in India enhances the luxury watch market and fosters a deeper appreciation for craftsmanship among enthusiasts and collectors.
Manufacturing Capabilities and Integration
Discussing Chopard’s manufacturing capabilities, Lasserre shared that they have five manufacturing facilities and are almost fully integrated, producing everything from A to Z. He noted that they even have their gold foundry, which is rare in the industry. This level of integration provides a significant advantage in serving their clients.
Expansion Plans in India
He also mentioned their recent engagement with partners in Mumbai and Delhi to expand their fine jewelry presence. He outlined their ambitious growth plans for India, with 12 locations already, new openings planned for Chennai and Goa, and discussions for Ahmedabad. He also recognized the need for boutiques in Delhi and Mumbai as part of their future plans.
Commitment to Sustainability
Sustainability is a core focus for Chopard. Regarding their ethical gold commitment, Lasserre stated that their family’s values drove Chopard’s commitment to using ethical gold. He noted that brands are members of the Responsible Jewellery Council and avoid conflict diamonds, and their ethical gold sourcing ensures traceability. He highlighted that all their jewelry is now made from ethical gold. Additionally, he mentioned the launch of a new Chopard’s Lucent Steel in 2019, made of 80% recycled steel, offering better light reflection and scratch resistance.
Popular Collections
Many collectors are drawn to Chopard’s L’Heure or sports watches. Lasserre explained that for men, their Mille Miglia line represents about 80% of their sports watch volume, while their L.U.C. creations cater to the dress watch segment. For women, he noted that their Happy Sport collection, featuring moving diamonds, is their signature line.
Global Market Strategy
Finally, Lasserre discussed Chopard’s market strategies. He stated that they approach their market strategy globally, acknowledging that their clients are often international travellers. He said they focus on securing and supporting their iconic collections rather than creating market-specific approaches and noted that many of their clients, including those from India, are incredibly knowledgeable about their brand and products, often more so than their sales staff, thanks to their engagement with digital platforms and their website.
Successful Event
The event was a huge hit with watch enthusiasts and collectors. It showed the brand’s outreach, reinforcing its commitment to the Indian market.
