Chopard's universe of happiness...

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 37^th 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/collections/zagato

Swiss magic...

In 1860 a young watchmaker named Louis-Ulysse Chopard had a dream of making and selling watches with his own name printed on the dial. He therefore opened a small business in the village Sonvilier in Switzerland, in an old stone building with the letters L.U.C. painted over the entrance. A business we today know as the international luxury watch and jewelry corporation Chopard. 

In the 1920s Chopard moved his small business to La Chaux-Fonds, and later to Geneva in 1937, with the goal of moving the company closer to its cosmopolitan clientele. A strong and solid reputation was soon established in the quality watch industry, and the buyers came in from all over Europe, including Russia. 

Chopard’s ownership went through three generations of Chopard men before the family lost their interest in the keeping the company. The company was therefore sold to Karl Scheufele, a young man descending from a long line German jewelers and watchmakers. The sale took place in 1963.

At the point of sale Scheufele moved his own company (named Eszehal) under the Chopard brand and with this move the jewelry segment were implemented into Chopard.

Under the new ownership Chopard went through an extensive modernization face, with strong emphasis on international expansion. The first brand boutiques were opened in Hong Kong, Geneva and Vienna in the 1980s.

Further brand and product line extensions were introduced during the following period.

From the 1970s until today there have constantly been introductions of new collections, all with great success. These collections were, among others, the Happy Diamons collection of 1976, the Happy Sport collection of 1993 and the L.U.C. series starting in 1996.

Their first fragrance was introduced in 2006 with the launch of Chopard pour Homme. The first female fragrance Happy Spirit followed a year later.

Chopard have also expanded into other accessory lines such as leather bags, eyewear and writing instruments.

During these years Chopard also acquired several partnerships.

 

In 1988 a partnership between Chopard and Mille Miglia vintage and classic car rally emerged. Chopard is to this day creating the official Mille Miglia watch collections.

An official partnership with the International Film Festival in Cannes started in 1998.

The first 8 meter world sailing championship sponsored by Chopard was held in 2006.

Over the 153 years of existence Chopard have grown to be a well know international company. From the opening of the first three boutiques in the 1980s, they now have almost 150 brand boutiques under its name, and thousands of retailers worldwide. Through it all Scheufele have still managed to maintain Chopard as a family business. The leadership now consists of Scheufele as company president, and his two children as head of the two different divisions; jewelry and watchmaking. 

MK

Sources:

1. http://www.chopard.com/a-tradition-of-excellence/

2. http://www.chopard.com/timeline

3. http://www.fashionmodeldirectory.com/brands/chopard/

4. http://www.alhawaj.com/products/product_details.aspx?product_id=253

Pictures:

1. http://www.chopard.com/a-tradition-of-excellence/

2. http://www.petersofkensington.com.au/Public/Accessories.aspx?Brand=Chopard

3. http://www.wthejournal.com/en-direct/article/chopard-mille-miglia-2013-un-nouveau-chronographe-symbole-dun-engagement-hi

From Italy with love...

In 1884 Sotirio Bulgari, a jeweller from Greek village, founded a tiny company in Rome, that has become a well-known international brand BVLGARI. 

He opened his first shop in Via Sistina that was then replaced by the current flagship store in via dei Condotti opened in 1905 by Bulgari with the help of his two sons: Costantino and Giorgio. 

Since that time BVLGARI has grown and developed its unique style based on Greco-Roman classicism, the Italian Renaissance, and the 19th century Roman school of goldsmiths. 

By the 1950’s-60’s, BVLGARI had gained popularity in the Hollywood, such movie stars as Elizabeth Taylor made a good advertising for this brand,  wearing its jewelry. That was a turning point for BVLGARI to define themself as an exclusive and luxury brand with unusual Italian design. And international expansion had begun in the 1970’s. BVLGARI opened stores in New York, Geneva, Monte Carlo and Paris.

They had done a great job to become a lovemark. Moreover, they used it to make successful brand extensions. 

In 1977 Bulgari launched the BVLGARI watch.

In 1992 Bulgari created its first fragrance, Eau Parfumée au Thé Vert.

Bulgari presented its first textiles collection in 1996, introducing silk scarves and a range of fashion accessories.

In 1997 they launched a wide range of leather accessories and luxury eyewear collections.

And the final step of its diversification was a joint venture with Luxury Group - the Luxury Division of Marriott International to launch a new luxury hotel brand, Bulgari Hotels & Resorts.

Bvlgari continued its development by vertical ingteration with the acquisition of the high-end watchmaking brands, jewellery and leather-goods brands.

In 2011 French luxury group LVMN bought Bulgari in an all-share deal. The takeover doubled the size of LVMH’s watches and jewellery unit, which at the time of the acquisition included Tag Heuer timepieces and De Beers diamond necklaces. 

Bvlgari belongs to the french company now, but anyway they still support the reputation of Italian luxury and exclusive brand. 

At the end I can't help showing you a wonderful advertising of Bvlgari parfum, where you can see also its beautiful jewelry.

Kristina Voskivarova

Sources:
1. http://en.bulgari.com/about/about_bulgari.jsp?cat=cat00105#editorial_03.jsp?cat=cat00115&mFolder=abvl_co_corporate_history
2. http://en.wikipedia.org/wiki/Bulgari
3. http://www.theluxechronicles.com/the_luxe_chronicles/2010/03/luxury-lessons-in-brand-extension-from-bulgari.html
4. Bvlgari youtube channel http://www.youtube.com/user/Bulgari
5. http://www.thejewelleryeditor.com/2013/02/elizabeth-taylors-bulgari-jewels-in-los-angeles-exhibition/
6. http://www.redvisitor.com/City-Guides/Bali/Hotels/Bulgari-Resort-Bali.html