In feature articles on Karl-Friedrich Scheufele, one word keeps popping up when it comes to describing the co-president of Chopard and founder/president of ultra-high-horology brand Ferdinand Berthoud: gentleman. Aside from his interest in cultural forms such as music, art, and wine, another reason for this compliment is his mannerisms: Considered, to the point, and understated. Scheufele demonstrated these qualities during The Peak’s interview with him at the launch of Ferdinand Berthoud’s new Chronomètre FB 3SPC watch.
In addition, these characteristics appear to manifest in how he markets his watches, and apply across the board. From the ultra-high-end Ferdinand Berthoud timepieces with their complex movements featuring fusee-and-chain mechanisms and tourbillons, or a cylindrical hairspring (the highlight of the new FB 3 watches), to the refined technical timepieces of Chopard’s L.U.C collection or the brand’s distinctive sport-chic model the Alpine Eagle, there is a sentiment among connoisseurs that these timepieces are gravely under-appreciated by a market that can seem driven by hype.
Despite Scheufele’s relatively reserved manner, do not be fooled. At times, when one least expects it, he unleashes a zinger. Here, he discusses the inspirations behind Ferdinand Berthoud, letting his watches speak for themselves, and why he believes that “paying premiums for watches made in the thousands” is illogical.