Famous couture houses
and luxury jewelry companies have moved beyond their core products during
recent decades. Chopard began 153 years ago as a producer of quality watches
before expanding its product portfolio into jewelry in 1963.[1] Later
the company diversified again – into leather goods, eyewear, fragrances and
other accessories. This way the company managed to reinforce its brand’s
position and thereby increased consumer excitement as well as high publicity on
events such as the Cannes Film Festival (the Golden Palm award was designed by
Chopard by the way…).
Let’s now have a
detailed look into the product portfolio and brand extension of Chopard:
As illustrated above, the portfolio involves five different product categories: High Jewelry, Jewelry, Watches, Engagement and Accessories. Each of these is further divided in sub-categories and product lines.
High Jewelry is the one that celebrities wear on the red carpet and that we all admire because of the one of a kind craftsmanship and the exceptional stones used for each piece. But the “regular” Jewelry collection is not less prestigious: it includes well-known masterpieces such as the Happy Diamond Collection which is already celebrating its 37th birthday. Maybe you will recognize some pieces in this video about Chopard’s “Universe of Happiness”:
High Jewelry is the one that celebrities wear on the red carpet and that we all admire because of the one of a kind craftsmanship and the exceptional stones used for each piece. But the “regular” Jewelry collection is not less prestigious: it includes well-known masterpieces such as the Happy Diamond Collection which is already celebrating its 37th birthday. Maybe you will recognize some pieces in this video about Chopard’s “Universe of Happiness”:
If you’ve not been
falling in love with Chopard yet, you should have a look at the engagement
collection. Besides the most beautiful collection of rings, you have the possibility
to personalize your own bridal jewelry that will then be made for your special
moment.
The watches collection
is shaped by inspirational, sophisticated as well as classic pieces and
surprises with an exclusive partnership with Zagato, a legend of Italian
automobile design for the classic racing collection.[2]
Concluding this post,
I want you to keep Chopard in mind as a good example for a diversification in
product categories and to dip into the universe of happiness and
enchantment:
SG
Sources:
http://www.chopard.com/timeline/
http://www.chopard.com/timeline/
