Caroline Scheufele, co-president and artistic director of Chopard, believes that at the heart of the company's growth in Asia is the booming Chinese mainland market. Edmond Tang / China Daily

Swiss-based luxury watchmaker Chopard considers Asia as the focus of its development, and the proof can be seen in Co-President and Artistic Director Caroline Scheufele, who jets to the continent nearly every month.

And, at the heart of the growth is the booming Chinese mainland market, she says. "China is still a newer market compared to the others with regard to sales of luxury watches and jewelry."

Founded in 1860 in Sonvilier, Switzerland, the watchmaker and jewelry manufacturer now has more than 2,000 employees and owns over 165 boutiques, with points of sale exceeding 1,200 worldwide.

Scheufele reckons that Chinese mainland consumers appreciate the design and quality of products, and they have flocked to luxury brands in the past two years. Using the jewelry industry as an example, only 20 percent of the global jewelry market is branded, highlighting the massive growth potential in Asia and the Middle East.

"Asia is a very critical market to us, with greater China as a main part, as well as countries in the neighborhood," she says, adding that she travels to Asia almost monthly, and Chopard representatives make numerous trips each year to visit factories in Asia.

The company has also expanded beyond watches and jewelry, moving into fragrances, eyewear, leather goods and other accessories.

According to Scheufele, Asian clients favor tradition heritage and are eager to learn more about the background of products before making a purchase.

Although founded in Switzerland, Chopard was sold to a German company headed by Scheufele's father in 1963, and she joined the family business at just 16. At that time, there were no computers and most of the work relied on handcraft but, in the past 20 years, all industries have gone through tremendous changes due to technology and communication, she says. "We have to adapt to and live with the changes."

A lover of design and creation, Scheufele says her inspiration comes from traveling, nature and going to museums.

"You cannot just sit behind the desk and expect inspiration to come to you," she beams. "You should do what you feel you can do well, and do it with passion. You have to know at least one side of the business, such as crafts, marketing or communications."

Scheufele created the Happy Diamonds jewelry collection in 1985, which is a Chopard jewelry line based on the concept of making diamonds to shine more brightly. Like all Chopard products, the collection embodies the spirit of happiness, she explains.

Looking forward, the company will focus on sustainability, and is currently working on a project to promote fairmined gold from responsibly managed mines.

tingduan@chinadailyhk.com

(HK Edition 10/18/2016 page6)