10 Things You Didn’t Know About Karl Scheufele, III. & family

When it comes to remarkable family-owned businesses, the name Scheufele is one that frequently stands out. Karl Scheufele, III. and his family have not only achieved great success in the luxury watch and jewelry industry, but they have also left an indelible mark on the world of horology. While their entrepreneurial prowess and dedication to craftsmanship are well-known, here are ten fascinating things that you probably didn’t know about Karl Scheufele, III. and his esteemed family.

1. A Rich Heritage of Watchmaking

The Scheufele family’s legacy in watchmaking can be traced back to the early 20th century. In 1963, Karl Scheufele, Jr. acquired a controlling stake in the Swiss watch manufacturer, Chopard. Today, the prestigious brand remains in the hands of the Scheufele family, with Karl Scheufele, III. and his sister, Caroline, serving as Co-Presidents of Chopard. With their keen eye for design and meticulous attention to detail, they have propelled the brand to new heights of luxury and innovation.

Chopard is not the only watchmaking venture the Scheufele family has undertaken. In the late 1970s, the family acquired the esteemed German watch manufacturer, Ferdinand Berthoud, known for its exceptional timepieces since the 18th century. Under the guidance of Karl Scheufele, III., Ferdinand Berthoud has made a triumphant return to the horological scene, paying homage to its historical roots while embracing modern technology.

2. Passion for Classic Cars

In addition to their profound love for watchmaking, the Scheufele family shares a passion for classic cars. Karl Scheufele, III. himself is known to be an avid collector, with a particular fondness for vintage Porsche models. His appreciation for these masterpieces on wheels is not merely limited to collecting; Scheufele has also formed a strong bond with Porsche, collaborating on various projects such as the Porsche Design watches.

Moreover, Chopard has been the official timekeeper and sponsor of the prestigious Mille Miglia race since 1988. This partnership is a testament to the Scheufele family’s enduring enthusiasm for automobiles, and their deep appreciation for the craftsmanship and excellence exemplified by classic cars.

3. The Queen of Cannes

Caroline Scheufele, the daughter of Karl Scheufele, III., has played an instrumental role in establishing Chopard as a leading name on the red carpet. Known as the “Queen of Cannes,” she is responsible for designing the Palme d’Or, the iconic prize awarded at the Cannes Film Festival. Her dazzling creations have adorned countless celebrities, cementing Chopard’s status as the go-to jeweler in the world of cinema.

Caroline’s extraordinary talent and dedication to honoring the art of filmmaking extend beyond the Palme d’Or. She also designs the yearly Red Carpet Collection for Chopard, which features one-of-a-kind jewelry pieces inspired by the glamour and allure of cinema. Thanks to her visionary designs, Chopard continues to be synonymous with elegance and refinement in the world of luxury jewelry.

4. Ethical and Sustainable Principles

Karl Scheufele, III. and his family are committed to employing ethical and sustainable practices in all aspects of their business. In 2013, under the guidance of Karl and Caroline Scheufele, Chopard announced their commitment to using 100% ethically sourced gold in their jewelry and watch production. This initiative, known as “The Journey to Sustainable Luxury,” ensures that every piece created by Chopard adheres to the highest standards of social and environmental responsibility.

The Scheufele family’s dedication to sustainability extends beyond their own brands. They are active supporters of environmental causes and charity initiatives, and are passionate about making a positive impact on the world. Their commitment to ethical practices has set a benchmark for the luxury industry, inspiring others to follow suit.

5. Timeless Elegance in Cinema

While Chopard has become synonymous with timeless elegance in the watch and jewelry industry, the brand’s presence extends to the realm of cinema as well. Karl Scheufele, III. recognized the unique connection between timepieces, jewelry, and the world of film, leading Chopard to become an official partner of the Cannes Film Festival in 1998. Since then, Chopard has continued to grace the wrists and necklines of countless movie stars, adding a touch of dazzle and sophistication to the silver screen.

Chopard is not only a favorite among actors and actresses but has also collaborated with award-winning directors, creating the “Trophée Chopard” to recognize emerging talent in the film industry. This partnership serves as a testament to the longstanding bond between Chopard, the Scheufele family, and the world of cinema.

6. Prestigious Collections and Collaborations

Karl Scheufele, III. and his family have expanded their horizons beyond the realm of Chopard and Ferdinand Berthoud, engaging in prestigious collaborations in the luxury industry. One notable partnership is their alliance with the Italian high-fashion brand, Giambattista Valli. Together, they launched the “Giambattista Valli x Chopard” collection, uniting Valli’s iconic fashion designs with Chopard’s exceptional craftsmanship in jewelry and watches.

Furthermore, Karl Scheufele, III. introduced the world to the Scheufele Collection in 1996, featuring a series of exceptional timepieces made by Ferdinand Berthoud. This collection pays tribute to the family’s watchmaking heritage while showcasing contemporary design and technical innovation, making it highly coveted amongst watch connoisseurs worldwide.

7. Honorable Recognitions

Thanks to their unwavering commitment to excellence and exceptional contributions to the luxury industry, the Scheufele family has received numerous accolades over the years. Karl Scheufele, III. and his sister, Caroline Scheufele, have been awarded the “Chevalier de l’Ordre des Arts et des Lettres,” a prestigious honor bestowed by the French Minister of Culture to individuals who have made significant contributions to the arts and literature.

In addition to this exceptional recognition, their brands, Chopard and Ferdinand Berthoud, have been the recipients of various prestigious awards acknowledging their remarkable contributions to the world of watchmaking and jewelry design.

8. Historic Timepiece Acquisitions

Karl Scheufele, III. and his family have an extensive personal collection of historic timepieces, befitting their profound respect for horological traditions. Scheufele has acquired several antique watches over the years, including significant pieces from legendary watchmakers and historical periods. This personal fascination with the artistry of watchmaking adds a deeper understanding and appreciation to his own accomplishments.

These rare and valuable timepieces serve as sources of inspiration for Scheufele and his family, fueling their passion for creating timeless masterpieces and continuously pushing the boundaries of innovation in the industry.

9. Commitment to Craftsmanship

One of the core values that define Karl Scheufele, III. and his family is their unwavering commitment to craftsmanship. Their dedication to preserving traditional artisanal techniques is exemplified by Ferdinand Berthoud’s revival, where master watchmakers meticulously create exceptional timepieces using age-old crafts.

Furthermore, the Scheufele family has continued the legacy of excellence at Chopard by integrating their passion for fine craftsmanship into every aspect of the brand’s creations. From meticulously selecting the finest gemstones to perfecting intricate movements, their commitment to craftsmanship is the golden thread that runs through the heart of each Chopard watch and piece of jewelry.

10. Family-Led Philanthropy

Karl Scheufele, III., his sister Caroline, and the entire Scheufele family are deeply committed to philanthropy and giving back to society. They have taken on numerous charitable initiatives, supporting causes related to education, healthcare, art and culture, and environmental preservation.

One notable example is the Scheufele Art Collection, which showcases their passion for fine art and commitment to supporting emerging artists. The family also actively participates in charitable events such as the Elton John AIDS Foundation Academy Awards Viewing Party, using their platform to raise awareness and funds for important causes.

When it comes to the Scheufele family, their passion for horology, jewelry, classic cars, and giving back to society intertwine seamlessly. Their unrivaled dedication, vision, and commitment have not only earned them recognition within the luxury industry but have also inspired countless individuals around the world.


Chopard Heritage
Ferdinand Berthoud
Porsche Design
Cannes Film Festival
Giambattista Valli